• by Laurie Sullivan  @lauriesullivan, May 26, 2021

Healthcare data has become one of the most coveted pieces of personal information as consumers have the opportunity to pick and choose what type of data to share.

Google has struck a deal with the national hospital chain HCA Healthcare to develop algorithms using patient records. The companies announced the deal Wednesday.

The partnership with Google Cloud, which will rely on customer data, aims to create a secure and dynamic data analytics platform for HCA Healthcare and enable the development of next-generation models focused on insights and improved workflows.

HCA Healthcare said it will protect patient privacy and secure the data, using information from 32 million annual visits. The idea is to identify opportunities to improve care, as well as support its 93,000 nurses and 47,000 active and affiliated physicians.

Google Cloud’s data, analytics, and AI offerings will power custom solutions for clinical and operational settings, built in partnership with Google Cloud’s Office of the CTO and Google Cloud Professional Services.

The partnership should support physicians and nurses who use the healthcare organization’s workflow tools, analysis and alerts on the 90,000 mobile devices that help the system operate.

Harshit Jain, founder and CEO of Doceree, a global network of physician-only platforms for programmatic marketing, understands the importance of artificial intelligence to build out healthcare services.

Jain worked with McCann, one of the largest ad agencies, for seven years on three continents after leaving his post as a physician in India. All that before building out the platform Doceree, which relies on AI to target ads. He said marketing on digital channels have been a barrier for pharma marketers to overcome to reach physicians, and aims to solve the challenge using AI.

“My goal is to reduce the cost of healthcare,’ Jain said. “I want to increase the efficiency and effectiveness of physician marketing efforts, which will lower the marketing costs from 25% to 20% for pharmaceutical and healthcare brands.”

He believes reducing marketing costs for brands will also bring down drug prices to make healthcare more affordable.

Following the launch of Doceree’s Point of Care messaging platform earlier this year, the company developed ESPYIAN, Doceree’s identity-resolution engine, an AI-powered solution that provides marketers access to more than 150 different data points to comprehend the digital behaviors of physicians, such as their prescribing and treatment behaviors.

With AI illustrating the digital footprint of physicians across endemic and Point of Care networks, pharma marketers share hyper-targeted messages that connect with physicians’ mindset in the moment.

Physicians on telehealth, eRx and EHR platforms present a tremendous opportunity to communicate with physicians and share information that enables them to better care for their patients.

With ESPYIAN, Doceree can optimize communications to ensure doctors receive the correct message.

“For instance, having the comprehension of a physician’s practicing behavior and their prescribing habits, enables marketers to have a deeper understanding of informative content,” he said. “Our data identifies the preferred platform that delivers the highest engagement rate. In addition, our platform instructs marketers on the instances during the physician’s journey on Point of Care mediums when messages will be of most interest to the physician to maximize the ROI achieved for the marketing campaign.”