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Location Intelligence Creates Smart Choices for Healthcare Site Selection
CHICAGO - The healthcare industry is turning toward a new practice of conducting spatial analysis, called location intelligence, to uncover hidden opportunities to locate their facilities in target market locations. According to Jones Lang LaSalle’s healthcare solutions group, location decisions can be made more quickly when hospitals and systems use location intelligence to pinpoint the geography of opportunity and model down to the neighborhood level using more than 8,000 data variables as well as their own specialized criteria.
“In this reform era, most systems are shifting services away from the hospital and closer to patients. There also is the mandate to deliver those services in the most efficient means possible,” said Scot Latimer, managing director, Jones Lang LaSalle. “This concept applies to both physician and hospital outpatient services.”
In a healthcare video Latimer said the Jones Lang LaSalle location intelligence approach matches the performance of healthcare with highly-advanced demography and psychographics. Leveraging this power of location intelligence is especially important given today’s healthcare landscape characterized by reduced volume, increased competitive pressure and heightened patient consumerism.
The premise behind this approach is that by using demographic data, psychographic research and geo-targeting tools, healthcare organizations can better determine the optimal geographic sites for healthcare providers to locate facilities for new and future patient services. According to Jones Lang LaSalle, by understanding market demand, patient base, clinical claims data, and where other providers are located, it is possible to create a synchronized healthcare delivery system that can capitalize on emerging trends and target optimal revenue opportunities.
Location intelligence, according to Latimer, is a two-part equation that focuses on site selection and efficiencies of operations. The first component requires a deep understanding of the market, demography and growth trends down to the block level. The second part focuses on creating efficiencies, by knowing what services, including physicians groups, may benefit from shared overhead and a better locale to conduct business.
“Density is important,” Latimer said. “The real battle for the next five years is going to be won or lost in the outpatient arena. Hospitals, healthcare systems and physician groups are jockeying to get their services positioned in the best geography.”
Historically, hospitals looked at the social determinants of healthcare when analyzing sites.
“We are now creating a spatial environment that combines a variety of those factors in a visual presentation of the marketplace,” said Wayne Gearey, senior vice president, Jones Lang LaSalle.
Thorough a variety of sophisticated tools and procedures, such as GIS, LI, BI and even GPS to obtain speed-to-insight, the location intelligence program allows users to visualize where they are now, where they should be and what the future holds. Jones Lang LaSalle’s fact-based consultancy, analysis and reporting reduces the risks associated with costly business decisions as clients are provided with an in-depth, 360 degree view of how their unique business drivers can be supported in a chosen market.
“With information from the Centers for Disease Control and hospital or medical group data, along with some 8,000 variables at our fingertips, we model down to the neighborhood level to select the best geography of opportunity,” Gearey said in a healthcare solutions group video.
“These sophisticated metrics and practices are still just in their infancy,” Gearey said. “Yet this approach, and the technology at hand, allows hospitals, healthcare systems and physician medical groups to make better informed site location decisions.”
Jones Lang LaSalle’s Healthcare Solutions Group works with hospitals and healthcare systems throughout the nation delivering program management, strategic consulting, financial strategy, transaction and sustainability advisory services and facilities and property management. Through its work, the Healthcare Solutions group drives efficiencies and enhances quality through the unrealized potential of real estate assets and infrastructure.
For more news, videos and research resources on Jones Lang LaSalle, please visit our U.S. media center Web page. Bookmark it here: http://www.us.am.joneslanglasalle.com/UnitedStates/EN-US/Pages/News.aspx
About Jones Lang LaSalle
Jones Lang LaSalle (NYSE:JLL) is a financial and professional services firm specializing in real estate. The firm offers integrated services delivered by expert teams worldwide to clients seeking increased value by owning, occupying or investing in real estate. With 2011 global revenue of $3.6 billion, Jones Lang LaSalle serves clients in 70 countries from more than 1,000 locations worldwide, including 200 corporate offices. The firm is an industry leader in property and corporate facility management services, with a portfolio of approximately 2.1 billion square feet worldwide. LaSalle Investment Management, the company’s investment management business, is one of the world’s largest and most diverse in real estate with $47.7 billion of assets under management. For further information, please visit our website,www.joneslanglasalle.com.
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