Boosting Patient Engagement with CRM and Call Center Integration

The rise of consumerism in healthcare is driving many marketers to focus on patient experiences. With a variety of provider options available, customers want exceptional care experiences – and aren’t standing for any less.

In fact, Forrester research found that 45 percent healthcare customers are frustrated enough by poor customer service that they lost touch with the health system completely.

This shockingly large percentage shows health organizations need to prioritize patient experience in order to create superior care encounters. How do health systems prioritize patient experience? By boosting patient engagement. This idea is proven; health systems with more engaged patients see higher patient satisfaction numbers and reap other benefits like higher acquisition and retention rates and increased revenue.

A key factor in patient engagement is the call center since 75 percent of healthcare consumers communicate with brands via call centers. This channel presents countless opportunities for health systems to engage patients and create exceptional patient experiences. In this post, we will look at how healthcare CRMs and call centers integrate to increase patient engagement.
More

Daymon Smith

Daymon Smith

Daymon J. Smith is the Vice President of Product at Evariant, Inc., an enterprise CRM solutions provider for the healthcare industry. Joining Evariant as the Vice President of Field Services and Project Management in 2013, Daymon was responsible for the team delivering Evariant’s product and services. From 2015 to present, Daymon has held the role of Vice President of Product and Operations where his responsibilities have included the product business case, P&L, roadmap, launch and delivery of Evariant’s Engagement Center solution for proactive call centers in the healthcare market. Daymon is a 3rd Degree Black Belt in Brazilian Jiu Jitsu and a Brazilian Jiu Jitsu and Grappling Instructor. He is also a former All American Running Back at both Colgate University and LaSalle Academy.
Daymon Smith

Using Proactive Call Centers to Build Relationships in Healthcare

Today’s healthcare customers have the ability and the tools to shop around for the best possible value, care, and experience.

According to Gallup, in order to thrive in this type of environment, health systems need to build and maintain patient trust, loyalty, and engagement over time. An excellent tool for this is a proactive and strategic call center.

A proactive and strategic call center – also referred to as an engagement center – integrates with data from a healthcare CRM to provide call center representatives with additional information about the caller, such as health history and previous engagement.

Healthcare CRMs weave together many different sources of data – including demographics, psychographics, social, behavioral, clinical, financial, website, call center, and provider credentialing – to provide a 360-degree view into consumer and patient preferences, habits and activities. With this information available, call center representatives can create comprehensive caller profiles, giving them the knowledge necessary to assist customers throughout their journeys within the health system.

Engagement centers fulfill many functions, including answering caller questions, registering people for classes and events, logging complaints and compliments, handling physician referrals, scheduling clinical appointments, and providing additional educational resources. Ideally, a proactive call center can handle several of these use cases in a single call. In order for this type of call center to be functional and successful, call center agents are required to have a more extensive skill set than traditional call center representatives.

Through these types of interactions, proactive call centers play an integral role in health systems’ acquisition and retention of customers and patients. Let’s take a look at how:

More

Daymon Smith

Daymon Smith

Daymon J. Smith is the Vice President of Product at Evariant, Inc., an enterprise CRM solutions provider for the healthcare industry. Joining Evariant as the Vice President of Field Services and Project Management in 2013, Daymon was responsible for the team delivering Evariant’s product and services. From 2015 to present, Daymon has held the role of Vice President of Product and Operations where his responsibilities have included the product business case, P&L, roadmap, launch and delivery of Evariant’s Engagement Center solution for proactive call centers in the healthcare market. Daymon is a 3rd Degree Black Belt in Brazilian Jiu Jitsu and a Brazilian Jiu Jitsu and Grappling Instructor. He is also a former All American Running Back at both Colgate University and LaSalle Academy.
Daymon Smith

Q&A: Proactive Engagement Centers: How Scripps Health Transformed their Traditional Call Center to Deliver Customer-Centric Experiences

Engagement Center RepToo often call center representatives lack context to why a consumer is calling and are forced into a reactive—rather than proactive—position. This creates a disjointed, impersonalized, experience. Because a strong patient-provider relationship is central to this strategic market shift from “volume/episodic” care to “value/relational” care, health systems now need to capitalize on every patient and consumer interaction—from fielding the first inquiry to actively supporting proactive health, ongoing care, and recovery —to achieve a “trusted provider” status in the eyes of the “shopper”.

To respond fully—and to optimize every consumer or patient inquiry—health systems need to speak with a unified voice and deliver consistent, positive experiences with every interaction, both in the physical world and online.

Enter the call center.

Call centers were created to handle everything from switchboard/call-routing to appointment scheduling, pre-registration, and billing questions, as well as physician referrals, nurse triage, and marketing response. In reality, though, many call centers today are falling short on optimizing every patient inquiry and delivering the exceptional, positive experience that every patient expects.

In a recent webinar hosted by Becker’s Hospital Review, Don Stanziano, Corporate Vice President, Marketing and Communications at Scripps Health and Rachel Neely, Senior Healthcare Consultant at Evariant discussed how Scripps implemented an engagement center solution to capitalize on every customer interaction to build deeper, more personalized relationships with their prospects and existing customers.

Let’s take a look at some key takeaways and questions asked during the webinar: More

Evariant

Evariant

Evariant provides a leading healthcare CRM solution suite designed to help health systems transform the healthcare experience for their consumers, patients, and physicians. Built on the Salesforce Platform, our solutions foster richer consumer/patient engagement and tighter physician alignment. Powered by cutting-edge data and analytics, Evariant enables health systems to effectively communicate care options that increase revenue and market share, while optimizing network utilization. Many of the top health systems have selected Evariant to thrive in today’s hyper-competitive and rapidly changing environment.
Evariant

Arming the Marketer: Partnering with the Engagement Center

This is the first post in a series that discusses ways in which healthcare marketers can drive success in today’s evolving healthcare landscape. The second post in the series discusses healthcare marketing financials and the third post shares how to create dashboards for the C-suite. The fourth and final post discusses how to get started with nurturing in healthcare.

Healthcare Engagement CenterToday’s healthcare marketers face near-constant change in an industry that brings both challenges and opportunities.

And it’s no wonder: With the rise of consumerism, patient-centric care, and personalization, the healthcare marketer must leverage all the tools in his or her arsenal to get in front of patients, drive referrals, and increase patient volumes.

Enter the engagement center.

With consumers and patients expecting exceptional experiences with healthcare systems, marketers must find ways to bring the call center and marketing together to attract, retain, and improve relationships with patients. More

Gary Druckenmiller

Gary Druckenmiller

Gary Druckenmiller, Jr. is Vice President, Customer Success at Evariant. He functions as lead strategist, digital marketing thought leader and C-level executive sponsor for all of Evariant’s enterprise clients, primarily focused on advising health system leadership of opportunistic methods to improve their digital presence and interactive growth potential. Prior to Evariant, Gary served as Vice-President for Harte-Hanks, responsible for healthcare digital strategy and deliverables including multi-channel campaigns, paid digital media, social media, CRM and analytics. Gary has been with Evariant for 8 years and can be heard often on the hospital marketing speaking circuit. Gary has a bachelor’s degree in marketing from Bentley University.
Gary Druckenmiller

Webinar Q&A – Bridge the Gap Between Marketing + Call Center to Achieve Richer Patient Engagement

Consumers are engaging with providers and health systems in new ways, and they expect great healthcare experiences just like they expect great experiences with other brands. Health systems must take every opportunity to capitalize on every patient and consumer interaction — from the first inquiry to actively supporting proactive health, ongoing care, and recovery.

We explored this topic during a recent webinar, Bridging the Gap between Marketing + Call Center to Achieve Richer Patient Engagement. Speaker Gary Druckenmiller, Jr., Vice President, Marketing Practice Lead at Evariant, shared how bringing the call center and marketing together can attract, retain, and improve relationships with patients.

To the consumer, there should be no difference in the interactions regardless of how they originate. This requires call center agents to have the right 360° view of the caller at their fingertips to understand how they’ve previously interacted with the health system – including marketing campaigns they’ve seen. In doing so, health systems can create remarkable, memorable, and rich interactions with patients to enhance the experience and make patients feel like their systems are “walking right alongside them.”

In case you missed the webinar, here’s a quick summary of the key takeaways, along with audience questions: More

Evariant

Evariant

Evariant provides a leading healthcare CRM solution suite designed to help health systems transform the healthcare experience for their consumers, patients, and physicians. Built on the Salesforce Platform, our solutions foster richer consumer/patient engagement and tighter physician alignment. Powered by cutting-edge data and analytics, Evariant enables health systems to effectively communicate care options that increase revenue and market share, while optimizing network utilization. Many of the top health systems have selected Evariant to thrive in today’s hyper-competitive and rapidly changing environment.
Evariant