Patient Journey Analytics

End-to-end visualization of patient interactions from discovery to treatment.

Published November 15, 2023

1 min read

Technologies Used

GA4

Salesforce Health Cloud

Tableau

Python

BigQuery

Dashboard showing patient journey stages and conversion metrics

From Fragmented Touchpoints to a Unified Care Journey

Healthcare providers often struggle with disconnected data silos—marketing data in GA4, appointment data in EMRs, and communication logs in CRMs. We built a unified Patient Journey Analytics engine that stitches these disparate data points into a cohesive narrative, enabling providers to identify friction points, reduce appointment drop-offs, and personalize patient communication at scale.

The Challenge

Disconnected data silos (EMR, CRM, Website) preventing a holistic view.

High appointment abandonment rates due to complex scheduling flows.

Inability to attribute marketing spend to actual patient visits.

Lack of visibility into post-discharge engagement and retention.

The Solution

Implemented a HIPAA-compliant data warehouse (BigQuery) to centralize data.

Developed a custom identity resolution algorithm to link digital cookies with patient IDs.

Created real-time Tableau dashboards for visualizing the entire patient lifecycle.

Deployed predictive models to identify patients at risk of no-show.

Key Features

Multi-Touch Attribution

Track every touchpoint from the first Google search to the final follow-up visit.

Cross-channel tracking
Campaign ROI analysis
Referral source identification

Drop-off Analysis

Pinpoint exactly where patients abandon the scheduling process.

Form funnel visualization
Error rate monitoring
Session replay integration

Patient Segmentation

Group patients based on behavior, demographics, and clinical needs.

Risk stratification
Engagement scoring
Preferred channel analysis

Technology Stack

GA4

Salesforce Health Cloud

Tableau

Python

BigQuery

Project Timeline & Results

Week 1-2

Data Audit & Compliance

Mapped all data sources and established HIPAA-compliant ingestion protocols.

Conducted a thorough audit of existing data infrastructure. Implemented BAA (Business Associate Agreements) with all vendors and set up secure, encrypted data pipelines using Google Cloud Healthcare API.

Week 3-5

Integration & Modeling

Successfully linked 85% of digital sessions to patient records.

Built the core ETL pipelines to ingest data from Epic EMR and Salesforce. Developed the identity resolution graph to match anonymous web traffic with known patient profiles using probabilistic matching.

Week 6-8

Visualization & Deployment

Launched executive dashboards and operational reports.

Designed and deployed interactive Tableau dashboards. Trained staff on interpreting journey maps and acting on insights. Set up automated alerts for sudden drops in conversion rates.