WebMD Launches Ignite

WebMD Ignite has introduced a new suite of technology tools designed to improve provider referrals for health systems. These solutions expand on existing applications that include data analytics, targeting capabilities, omnichannel activation, and referral measurement tools.

With hospitals facing tight margins, retaining patients within their networks is crucial. WebMD Ignite's analytics and tech solutions aim to increase referral volumes by identifying opportunities for growth among providers. The company, known for its consumer health information, launched the Ignite brand to focus on technology solutions for healthcare providers.

Ann Bilyew, executive vice president at WebMD, stated, “Our goal is to create a comprehensive engagement platform that effectively reaches both consumers and providers with precise messaging and analytics to measure engagement impact.”

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The provider suite includes tools for analyzing referral patterns, enabling health systems to develop strategies to engage the right providers. One solution, referral growth targeting, leverages both first- and third-party data to enhance referral campaigns.

WebMD Ignite's analytics can track changes in referral patterns over time, allowing health systems to target specific audiences with tailored content and measure the results. Bilyew emphasized the importance of combining data analytics with effective audience engagement.

The company works with 95% of the top 40 health systems in the U.S. and has access to extensive payer data, helping to identify shifts in referral patterns. Many health systems currently rely on physician relationship management (PRM) solutions, but WebMD Ignite offers a more scalable approach to understanding provider behavior and enhancing digital engagement.

Additionally, WebMD Ignite recently expanded its offerings for payers, launching HealthHub Interactive, which combines multiple platforms for personalized member engagement.