MEDSEEK acquisition of Third Wave will boost portal capabilities
Looking to boost the abilities of its web portals for hospitals, health information exchange software vendor MEDSEEK acquired marketing research and technology firm Third Wave Research Group, which specializes in customer relationship management software. MEDSEEK's goal? To make its products "smarter." Third Wave, which serves multiple industries, is best known in healthcare for its Reach3 application suite.
Reach3's applications identify individuals who are likely to need particular services, picks out the ones with the right kinds of insurance, and determines messaging and other types of marketing based on demographic and other factors.
Initially, MEDSEEK will focus on Reach3's "disease propensity" program, designed to help hospitals improve marketing efforts, facilitate disease management, and provide population health tools and analytics for accountable care organizations.
Customer relationship management software has been slower to catch on in healthcare than in other industries like retailing. MEDSEEK aims to change that by applying Reach3 through its portals and integrating the software with its array of smartphone applications.