Everyone knows of the power of data mining and the possible impact of the extracted information in building insights. But most data mining is done on structured data. What if tools were available to mine an even more powerful source of data - unstructured data. In this presentation, the mining of unstructured data will be addressed as a tool to gain information that will build to insights into means to increase FFS volumes, decrease medically inappropriate expenditures and mitigate risk all at the same time. Multiple examples will be presented of the data available, the information this data holds and the financial impact which can be attained through application of the insights developed from that data.