Staying ahead of the curve.
Like many other healthcare systems, Northwell Health, New York’s largest healthcare provider and private employer, faced an unexpected crisis when COVID-19 cases began to rise in the United States. To address this public health emergency and anticipate future waves of the disease, Northwell Health needed to pinpoint first-party data sources that could serve as leading indicators in detecting and predicting surges in COVID-19 patients—and the need for care—earlier.
In partnership with
- Northwell Health
Working with [Media.Monks] to build out our analytics infrastructure allowed us to pivot quickly during a crisis, discovering a new use case for our marketing data that helped us stay weeks ahead of the curve, support public health, and save lives.
Corporate Director, Customer Insights and Analytics, Northwell Health
Making a (bigger) impact with marketing data.
Just prior to the COVID-19 pandemic, Media.Monks set up a privacy-compliant strategy and data architecture for the Northwell Health marketing team that allowed them to analyze vast amounts of site data white still protecting visitor and patient privacy. The data strategy measured key events and behaviors—like click-to-call, visit wait time tracking, looking up hospital directions, or checking for COVID-19 testing appointments. This data from Northwell Health’s Google Analytics dataset was pulled into a model built with Google Cloud Platform's BigQuery Machine Learning.
When the pandemic hit ground in the US, hospitals everywhere were quickly overwhelmed. Northwell Health started looking for ways to anticipate surges in visits to its facilities. Their newfound ability to analyze site data helped analysts identify patterns in web traffic before each wave of the virus hit. Looking closely at marketing data, they found that overall page views to the system’s website—along with searches for wait times at the emergency department and directions to a hospital—increased significantly leading up to each wave.
Moving at the speed of digital.
By implementing advanced data and analytics technologies, Northwell Health now has an innovative predictive model to anticipate the next wave of the virus. Insights from the model signal when to proactively allocate resources and staff to serve their patients, support public health, and respond with greater agility to large-scale health crises such as the COVID-19 pandemic.