{"id":481942,"date":"2023-09-14T15:52:44","date_gmt":"2023-09-14T15:52:44","guid":{"rendered":"https:\/\/uat.esri.com\/en-us\/industries\/blog\/?post_type=blog&#038;p=481942"},"modified":"2024-04-02T17:46:17","modified_gmt":"2024-04-02T17:46:17","slug":"unlocking-the-power-of-gis-for-healthcare-market-development-and-engagement","status":"publish","type":"blog","link":"https:\/\/www.esri.com\/en-us\/industries\/blog\/articles\/unlocking-the-power-of-gis-for-healthcare-market-development-and-engagement","title":{"rendered":"Unlocking the Power of GIS for Healthcare Market Development and Engagement"},"content":{"rendered":"<p class=\"undefined block-editor-paragraph\">The dynamics of healthcare have changed. In our fast-evolving digital landscape, the power of <a href=\"https:\/\/www.esri.com\/en-us\/what-is-gis\/overview\">geographic information system (GIS) technology<\/a> and location intelligence is emerging as a game-changer for health systems focused on delivering personalized care. By providing a nuanced approach to understanding and communicating with various patients and communities, GIS opens doors to modernized outreach, tailored messaging, and data-informed decision-making.<\/p>\n\n<p class=\"undefined block-editor-paragraph\"><strong>GIS: More Than Just Maps<\/strong><\/p>\n\n<p class=\"undefined block-editor-paragraph\">While many associate GIS with maps, its potential in the healthcare sector transcends spatial visualization. GIS enables health systems to capture, analyze, and present data in impactful ways such as calculating access to care for your patients, examining the health impacts of their community context through the social determinants of health model, and implementing service reconfigurations that align with local needs. GIS not only makes your own data more valuable, whether it comes from your electronic health record system, claims and billing systems, or other data warehouses, it also makes it easy to source and use additional reliable platforms such as <a href=\"https:\/\/livingatlas.arcgis.com\/en\/home\/\" target=\"_blank\" rel=\"noreferrer noopener\">Esri\u2019s Living Atlas of the World<\/a> and <a href=\"https:\/\/doc.arcgis.com\/en\/esri-demographics\/latest\/data-browser\/data-browser.htm\" target=\"_blank\" rel=\"noreferrer noopener\">premium data resources<\/a>. Here are just a few examples of both health-focused datasets and datasets that are cross-cutting to health:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>US Census Bureau for demographic data at the block group level<\/li>\n\n<li>Centers for Disease Control and Prevention Social Vulnerability Index at the census tract level or chronic disease related measures at census tract and ZIP Code Tabulation Areas<\/li>\n\n<li>The Robert Wood Johnson Foundation for County Health Rankings at the county level<\/li>\n\n<li>US Department of Housing and Urban Development for data on homelessness by Continuum of Care<\/li>\n\n<li>National Oceanic and Atmospheric Administration, supporting climate and weather information in real-time<\/li>\n\n<li>Federal Emergency Management Agency to assist with disaster response data needs and the national shelter system at the point level<\/li>\n<\/ul>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"632\" src=\"https:\/\/uat.esri.com\/en-us\/industries\/blog\/wp-content\/uploads\/2023\/09\/MicrosoftTeams-image-26-1024x632.png\" alt=\"\" class=\"wp-image-482172\" srcset=\"https:\/\/www.esri.com\/en-us\/industries\/blog\/app\/uploads\/2023\/09\/MicrosoftTeams-image-26-1024x632.png 1024w, https:\/\/www.esri.com\/en-us\/industries\/blog\/app\/uploads\/2023\/09\/MicrosoftTeams-image-26-300x185.png 300w, https:\/\/www.esri.com\/en-us\/industries\/blog\/app\/uploads\/2023\/09\/MicrosoftTeams-image-26-768x474.png 768w, https:\/\/www.esri.com\/en-us\/industries\/blog\/app\/uploads\/2023\/09\/MicrosoftTeams-image-26.png 1437w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">ArcGIS Business Analyst provides data reports, infographics, and area analysis for your service area.<\/figcaption><\/figure>\n\n<p class=\"undefined block-editor-paragraph\">The scope of available data is vast and versatile.<\/p>\n\n<p class=\"undefined block-editor-paragraph\"><strong>CHNAs and the Changing Landscape of Nonprofit Hospitals<\/strong><\/p>\n\n<p class=\"undefined block-editor-paragraph\">Community Health Needs Assessments (CHNAs), a regulatory requirement for nonprofit hospitals, have also become a pivotal tool for many. These assessments delve deep into the health needs of communities, paving the way for targeted healthcare services and strategic initiatives that relieve immediate suffering and begin to get upstream of pressing health problems for more sustainable resolutions. Ultimately, the intention behind CHNAs is to ensure that nonprofit hospitals actively engage in community betterment. Yet, the regulations surrounding CHNAs, especially concerning their role in nonprofit hospital tax exemptions, have come under scrutiny. Recent discussions have highlighted potential gaps in IRS enforcement, leading to debates about the authenticity of community benefits provided. But here lies the power of GIS: it can be an invaluable asset to nonprofit hospitals, <a href=\"https:\/\/doc.arcgis.com\/en\/arcgis-solutions\/11.0\/reference\/introduction-to-community-health-assessment.htm\" target=\"_blank\" rel=\"noreferrer noopener\">streamlining the CHNA process<\/a>, showcasing the community initiatives they undertake, and validating their beneficial impact. By leveraging GIS, hospitals can transparently tell their stories and present their contributions, alleviating concerns and emphasizing their ongoing commitment to community health. Further, the CHNA, when digitized and dynamic, transforms into a strategic tool for planning and prioritizing your plans going forward. &nbsp;<\/p>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"632\" src=\"https:\/\/uat.esri.com\/en-us\/industries\/blog\/wp-content\/uploads\/2023\/09\/MicrosoftTeams-image-20-1024x632.png\" alt=\"\" class=\"wp-image-482052\" srcset=\"https:\/\/www.esri.com\/en-us\/industries\/blog\/app\/uploads\/2023\/09\/MicrosoftTeams-image-20-1024x632.png 1024w, https:\/\/www.esri.com\/en-us\/industries\/blog\/app\/uploads\/2023\/09\/MicrosoftTeams-image-20-300x185.png 300w, https:\/\/www.esri.com\/en-us\/industries\/blog\/app\/uploads\/2023\/09\/MicrosoftTeams-image-20-768x474.png 768w, https:\/\/www.esri.com\/en-us\/industries\/blog\/app\/uploads\/2023\/09\/MicrosoftTeams-image-20.png 1437w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Community health assessment dashboard. <\/figcaption><\/figure>\n\n<p class=\"undefined block-editor-paragraph\">For those seeking an in-depth understanding of CHNAs in the context of IRS regulations, this <a href=\"https:\/\/www.irs.gov\/charities-non-profits\/community-health-needs-assessment-for-charitable-hospital-organizations-section-501r3\" target=\"_blank\" rel=\"noreferrer noopener\">IRS guide<\/a> can provide more insight.<\/p>\n\n<p class=\"undefined block-editor-paragraph\"><strong>Gauging Market Potential with Data and Sentiment Analysis<\/strong><\/p>\n\n<p class=\"undefined block-editor-paragraph\">Before executing your plans and diving into new markets or amplifying current endeavors, health systems require refined, granular data to understand target demographics effectively. GIS tools, like ArcGIS Survey123 and ArcGIS Dashboards, offer a seamless experience in collating individual sentiments, thoughts, and feelings on planned programs. The interoperability of ArcGIS tools streamlines the data analysis process, turning feedback into actionable insights swiftly.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"555\" height=\"897\" src=\"https:\/\/uat.esri.com\/en-us\/industries\/blog\/wp-content\/uploads\/2023\/09\/MicrosoftTeams-image-22.png\" alt=\"\" class=\"wp-image-482072\" srcset=\"https:\/\/www.esri.com\/en-us\/industries\/blog\/app\/uploads\/2023\/09\/MicrosoftTeams-image-22.png 555w, https:\/\/www.esri.com\/en-us\/industries\/blog\/app\/uploads\/2023\/09\/MicrosoftTeams-image-22-186x300.png 186w\" sizes=\"auto, (max-width: 555px) 100vw, 555px\" \/><figcaption class=\"wp-element-caption\">ArcGIS Survey123 used to collect and understand patient sentiment and needs.<\/figcaption><\/figure>\n\n<p class=\"undefined block-editor-paragraph\">Yet another data input is Esri\u2019s <a href=\"https:\/\/www.esri.com\/en-us\/arcgis\/products\/data\/data-portfolio\/tapestry-segmentation\" target=\"_blank\" rel=\"noreferrer noopener\">Tapestry Segmentation<\/a>, which classifies US neighborhoods into 67 market segments based on common demographic, consumer, and media behaviors. Tapestry allows health institutions to tailor their messaging and communication channels effectively. Imagine knowing the spending habits, health insurance statistics, or outreach preferences of a particular neighborhood before devising an outreach campaign. The precision offered by GIS, in this regard, is unparalleled.<\/p>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"791\" src=\"https:\/\/uat.esri.com\/en-us\/industries\/blog\/wp-content\/uploads\/2023\/09\/MicrosoftTeams-image-24-1024x791.png\" alt=\"\" class=\"wp-image-482082\" srcset=\"https:\/\/www.esri.com\/en-us\/industries\/blog\/app\/uploads\/2023\/09\/MicrosoftTeams-image-24-1024x791.png 1024w, https:\/\/www.esri.com\/en-us\/industries\/blog\/app\/uploads\/2023\/09\/MicrosoftTeams-image-24-300x232.png 300w, https:\/\/www.esri.com\/en-us\/industries\/blog\/app\/uploads\/2023\/09\/MicrosoftTeams-image-24-768x593.png 768w, https:\/\/www.esri.com\/en-us\/industries\/blog\/app\/uploads\/2023\/09\/MicrosoftTeams-image-24-1536x1187.png 1536w, https:\/\/www.esri.com\/en-us\/industries\/blog\/app\/uploads\/2023\/09\/MicrosoftTeams-image-24-2048x1583.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Esri&#8217;s Tapestry Segmentation providing key insights into your target patient population. <\/figcaption><\/figure>\n\n<p class=\"undefined block-editor-paragraph\">With all this amazing geo-enabled data, management teams can assess current markets, improve community awareness of their offerings, and foster growth through a unique competitive edge. Location intelligence is the key to informed decisions for enhanced health outcomes.<\/p>\n\n<p class=\"undefined block-editor-paragraph\"><strong>Join Us to Explore the Value of GIS for Healthcare Market Development and Engagement<\/strong><\/p>\n\n<p class=\"undefined block-editor-paragraph\">The ever-expanding horizon of GIS in healthcare beckons. To unlock its potential, continuous learning and adaptation are crucial. <\/p>\n\n<p class=\"undefined block-editor-paragraph\">Embracing the capabilities of GIS is about more than enhancing outreach and engagement. It\u2019s also about understanding the patients and communities you serve and ensuring that interventions are more relevant, personalized, and effective. For more information <a href=\"https:\/\/www.esri.com\/en-us\/industries\/health\/focus-areas\/strategic-planning\" target=\"_blank\" rel=\"noreferrer noopener\">visit our website<\/a> to remain connected.<\/p>","protected":false},"author":802,"featured_media":0,"parent":0,"menu_order":0,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[141],"tags":[],"class_list":["post-481942","blog","type-blog","status-publish","format-standard","hentry","category-health","industry-hospitals-and-health-systems"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.9 (Yoast SEO v25.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Unlocking the Power of GIS for Healthcare Market Development and Engagement<\/title>\n<meta name=\"description\" content=\"GIS technology is more than just mapping. Learn how it modernizes your CHNA, decision making, and strategic healthcare planning.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.esri.com\/en-us\/industries\/blog\/articles\/unlocking-the-power-of-gis-for-healthcare-market-development-and-engagement\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Unlocking the Power of GIS for Healthcare Market Development and Engagement\" \/>\n<meta property=\"og:description\" content=\"GIS technology is more than just mapping. 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In addition to her degrees in Medicine, Medical Informatics and Public Health, Dr. Geraghty is also a board-certified public health professional (CPH) and a Geographic Information Systems Professional (GISP).","sameAs":["@estegeraghty","https:\/\/www.linkedin.com\/in\/este-geraghty\/","https:\/\/x.com\/https:\/\/twitter.com\/estegeraghty"],"honorificPrefix":"Dr.","honorificSuffix":"MD, MS, MPH, CPH, GISP","birthDate":"1964-12-15","gender":"female","award":["HIMSS Most Influential Women in Health IT 2021"],"jobTitle":"Chief Medical Officer","worksFor":"Esri","url":"https:\/\/www.esri.com\/en-us\/industries\/blog\/author\/egeraghty"}]}},"text_date":"September 14, 2023","author_name":"Este Geraghty","author_page":"https:\/\/www.esri.com\/en-us\/industries\/blog\/author\/egeraghty","custom_image":"https:\/\/www.esri.com\/en-us\/industries\/blog\/app\/uploads\/2023\/05\/socal-blog.png","primary_product":"Hospitals and Health Systems","tag_data":[],"category_data":[{"term_id":141,"name":"Health","slug":"health","term_group":0,"term_taxonomy_id":141,"taxonomy":"category","description":"","parent":0,"count":34,"filter":"raw"}],"product_data":{"errors":{"invalid_taxonomy":["Invalid taxonomy."]},"error_data":[]},"primary_product_link":"https:\/\/www.esri.com\/en-us\/industries\/blog\/industry\/hospitals-and-health-systems","short_description":"GIS technology is leading the way for CHNA's, strategic health care planning, and data storage. Learn more in our upcoming webinar.","image":"https:\/\/www.esri.com\/en-us\/industries\/blog\/app\/uploads\/2023\/09\/blog.jpg","_links":{"self":[{"href":"https:\/\/www.esri.com\/en-us\/industries\/blog\/wp-json\/wp\/v2\/article\/481942","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.esri.com\/en-us\/industries\/blog\/wp-json\/wp\/v2\/article"}],"about":[{"href":"https:\/\/www.esri.com\/en-us\/industries\/blog\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/www.esri.com\/en-us\/industries\/blog\/wp-json\/wp\/v2\/users\/802"}],"version-history":[{"count":0,"href":"https:\/\/www.esri.com\/en-us\/industries\/blog\/wp-json\/wp\/v2\/article\/481942\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.esri.com\/en-us\/industries\/blog\/wp-json\/wp\/v2\/media?parent=481942"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.esri.com\/en-us\/industries\/blog\/wp-json\/wp\/v2\/categories?post=481942"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.esri.com\/en-us\/industries\/blog\/wp-json\/wp\/v2\/tags?post=481942"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}