PM360 2019 Innovative Company Healthgrades


Burt Kann, Chief Marketing Officer

Healthgrades has a long history of innovation. Founded more than 20 years ago, the company built the first online physician and hospital directory so that consumers could connect with the right doctor and hospital. It also created the first healthcare CRM platform that still helps the nation’s leading hospitals target and engage the right audiences. And this year, the company introduced two new innovations.

First, in early 2019, the company announced the first customer data platform (CDP) built for healthcare. This solution breaks down data silos to bring together customer information in a single view that can be used and activated throughout an entire health system’s organization. Healthgrades’ CDP applies AI and deep learning technology to deliver a more holistic point of view into a health system’s patient population. Ultimately, it will enable health systems to create a more personalized patient experience that will in turn build trust and make patients feel safe, valued, and motivated.

Then, in October, Healthgrades launched the first online video health solution that directly connects patients with local specialists who treat their conditions. In traditional pharma advertising, every commercial encourages consumers to speak to a doctor or specialist. Healthgrades PatientConnect Video delivers informational video programming about specific condition patient experiences, while simultaneously connecting the viewer with healthcare providers in their community. For example, consumers watching video content about rheumatoid arthritis are provided with listings of rheumatologists closest to their location along with the physicians’ accepted insurance, patient reviews, contact information, and more through dynamic, interactive advertisements. Ultimately, it ensures each patient is matched with a relevant and local healthcare provider, increasing the likelihood that they get the care they need.


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