Healthcare Data Analytics: Market Analysis

What factors best determine where a clinic, hospital or professional practice is located? For those that exist, how to best determine the scope and needs of the market served? Understanding healthcare market dynamics is one way these entities can improve their business and operation by using Health Data Analytics. Professionals skilled with Health Data Analytics can help their organization, or clients, better achieve their vision and improve performance.

This section is focused on analyzing healthcare markets and infrastructure using Geographic Information System (GIS) tools and related data resources. Participants in the Certificate in Data Analytics may optionally use the tools and resources described here. See overview of steps to install and use the GIS project and datasets illustrated in more detail in the related Web section.

Using GIS to Analyze Healthcare Market Characteristics
Illustrating GIS start-up view discussed in this section.

– View developed using CV XE GIS; click graphic for larger view.

Analyzing healthcare markets involves examining characteristics of healthcare facilities in context of competitive position and market potential. Geographic Information System (GIS) tools can be used to knit together geographic, demographic, economic and business data to perform these analyses. This document makes use of the Atlanta area to illustrate applications. In an actual study, the geographic focus could be a city, county, metro, state or some combination, anywhere in the U.S., or the U.S. overall.

Understanding Needs and Visions
A first step involves an assessment of your situation — your needs, visions and data that you have to work with. The results of this assessment and data that you provide help develop/frame a market study in context of GIS project(s).

Market Infrastructure Analytical Framework
The following graphic shows the start-up view of the Atlanta area Healthcare Data Analytics (HCDA) GIS project. This GIS project involves use of many layers and types of data as shown in the legend at left of map window. Selection of the type of geography, scope of geography and scope of subject matter are key elements in setting up the market infrastructure analytical framework. This is a proxy/example for the GIS project that would be developed to meet your needs/application focus.

The above view shows a thematic pattern of median household income by census tract (averaging 4,000 population). Pattern analysis helps you visualize demographic-economic characteristics by census tract — in this example you can easily see patterns of economic prosperity. This example uses median household income; we can draw upon hundreds of subject matter items and depict other types of patterns.

Examining the Healthcare Infrastructure
The graphic below shows selected types of healthcare facilities.
See legend to the left of map:
• Hospitals – blue triangle markers
• Assisted Living Facilities (ALF) – green circle markers
• Nursing Homes – red square markers

Site Analysis — Examining Characteristics of Healthcare Facilities
The yellow circle marker shows the hypothetical location of a prospective new facility. A 5-mile radius site study area — from the yellow marker — is used to select existing nursing homes; characteristics of the competition. Nursing homes show as cross-hatched; circular area is study zone.

Display of the 9 facilities selected above.

See the related Web section to view further details.

Weekly Data Analytics Lab Sessions
Join me in a Data Analytics Lab session to discuss more details about using these data in context of data analytics with other geography and other subject matter.  Learn more about integrating these data with other geography, your data and use of data analytics that apply to your situation.

About the Author
— Warren Glimpse is former senior Census Bureau statistician responsible for innovative data access and use operations. He is also the former associate director of the U.S. Office of Federal Statistical Policy and Standards for data access and use. He has more than 20 years of experience in the private sector developing data resources and tools for integration and analysis of geographic, demographic, economic and business data. Contact Warren. Join Warren on LinkedIn

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