Over time, healthcare organizations amass large quantities of information that are used to communicate with their audience of physicians, allied healthcare professionals and more. Yet, these materials can become irrelevant and outdated if life science organizations and insurance companies don’t maintain them properly. On top of managing this data, groups need to ensure it remains safe as it is used.
Health payers and marketers alike must establish a data governance policy for the contact information they frequently apply in their interactions with healthcare providers. Creating these procedures requires a few crucial steps. Let’s take a look at four of the elements needed for these protocols:
Reviewing current data quality is an important first step.
1. Assessment of current data quality
Before developing their own governance policy, organizations should examine the information they have on hand. Understanding the state of their information will help these groups establish a more well-rounded policy to address the problems they face, according to Enterprise Apps Today. Identifying these common issues gives life science organizations and health payers an area of focus that should be maintained in the future. Although appraising data quality is an important action at the beginning of this task, it is a step these groups should continue to complete on a regular basis as a way to keep important materials clean and useable.
2. Security implementation
Marketers and health payers want to make sure that the data materials they use on a frequent basis are not only current, but protected from any harm. Data breaches of recent years – including those from Target, Anthem and Citibank – have made consumers that much more aware of how their information is being stored. Data governance policies then act as a reassurance for audience members as well as a shield for the credibility and trustworthiness of both insurance companies and life science organizations. These protocols then should include information related to the security measures taken to safeguard people’s materials. Details related to authentication, access control, and incident detection and reporting should be highlighted in these guidelines for all employees to see and adhere to.
“Data stewards monitor current protocols to make changes in the future.”
3. Designation of data stewards
In an effort to manage critical information while enforcing the data policy as a whole, life science organizations and health payers should appoint stewards, Information Management recommended. These leaders ensure the guidelines are translated to every employee within the network to avoid large-scale breaches and the loss of a strong reputation. Stewards not only maintain data governance policies as they were created but look for opportunities to improve the procedures over time, taking hazardous actions and threats into account. As a result, these managers are involved in every step of the process – from creating the rules to reinforcing them and updating them as time wears on.
4. Regular cleansing
Marketers rely on accurate data to reach out to their audience. One of the most crucial elements of a governance policy is introduction of a system for cleaning information for promotional uses. Scanning materials for inaccuracies, duplicates or missing items can help organizations avoid wasting money on outreach that doesn’t reach its intended recipient.
Successful data governance policies rely on comprehensive planning on the part of health payers and life science organizations. These guidelines, which attempt to manage digital information in a secure manner, are critical for marketing efforts and to establish credibility within the healthcare industry. By ensuring these protocols include certain elements – data quality assessments, security features, information stewards and data cleansing – these groups can remain in tune with their audience.