This features a presentation entitled “The Power of Demographic Data: Leveraging Demographic Data to Increase Access in a Data-Driven Culture”, and is one of five presenting use cases for analytics. It was recorded during the Safety Net Analytics Program of 2015 that discusses real-world applications of analytics emerging under new payment models. The use cases presented are health-center specific and provide examples of validating and applying UDS data entities. The discussion includes ways to gather demographic data from patients, how to collect usable data, extracting actionable data and the implications of demographic variation on care and information delivery.