With the advent of the digital age, consumers have increasingly turned to the Internet as their primary source to support decisions regarding medical care and provider selection. As a result, modern healthcare marketing tactics have become heavily digitized – and data underlies the entire operation, from patient demographic data to campaign performance data, to market claims data, to engagement metrics, and so forth. All of this is to say: Without the right software and technology in place to consolidate, interpret, and analyze data, even the most creative patient acquisition and retention tactics will fail.
These days, robust healthcare software is nothing short of mandatory. An HCRM, for instance, allows health systems to integrate data from multiple sources and create comprehensive customer profiles, tracking interactions with patients and consumers across channels to obtain a 360-degree view of activity, preferences, and tendencies. It serves as the technological foundation for effective, personalized marketing communications: Messages delivered to the right people, over the right channels, at exactly the right time.