What is a Healthcare CRM?
Healthcare CRM Definition
A healthcare CRM is a customer relationship management system designed specifically for use by healthcare organizations. Healthcare CRMs weave together multiple sources of data (consumer and patient demographics, psychographics, social, behavioral, clinical, financial, website, call center, provider credentialing, etc.) to provide a comprehensive view into patient habits and activities. The primary goal of a healthcare CRM system is to engage, acquire, and retain patients.
Benefits of a Healthcare CRM
- Create a 360-degree view of consumers and patients by integrating data from multiple sources for a complete profile.
- Deliver highly personalized and engaging outreach to target populations across channels.
- Connect and analyze multiple data sources, including consumer and patient demographics, clinical, financial, website, and more, to derive actionable insights.
- Measure and track multi-channel marketing tactics (email, direct mail, SMS, social).
- Analyze and segment consumer and patient populations.
- Measure the success of engagement tactics using configurable reporting.
Common Healthcare CRM Questions
- How can I use a healthcare CRM to promote patient engagement and loyalty?
A healthcare CRM creates a holistic view of each prospect and patient. With these pictures of consumers and patients in hand, healthcare organizations are able to personalize outreach and communication to each individual by sending a variety of consumer-friendly, personalized messages such as appointment reminders, follow-up notes, and post-discharge communications. To further enrich the insights available for personalization for current patients, an HCRM can also integrate with EHR data.
These types of personalized communications help foster positive relationships by encouraging interaction and humanization between the patient and the healthcare organization. When they receive personalized service, patients feel as though they are valued members of healthcare communities, rather than anonymous numbers to large corporations. Patients prefer to interact with organizations that differentiate to their particular needs and will gladly interact with and remain loyal to these types of organizations.
- What should I consider before implementing a healthcare CRM?
It’s important to understand your goals before selecting a vendor. What are your main use cases? What specific functionalities are required? What are the driving force behind a healthcare CRM purchase? For example, a solution that supports API integrations with core marketing systems, such as marketing automation and a content management system, are important pieces if your goal is to create truly personalized experiences in a scalable, measurable way.
Another consideration is what your data sources will be. In other words, where will the healthcare CRM be pulling information from? Say you have an EHR system, a call center, and a credentialing system – your healthcare CRM will be integrating data from those sources, as well as from more indirect sources like website traffic and subscription opt-ins. Identifying your data sources early on allows you the opportunity to assign responsibility for exporting data to the CRM, as well as to choose a CRM with the appropriate amount of bandwidth for your needs.
- How can a healthcare CRM prove ROMI?
Because of the complexity of calculating return on marketing investment (ROMI), you cannot rely on manual math; you need a healthcare CRM that allows you to plan, implement, and review marketing campaigns. A healthcare CRM tracks marketing progress throughout the campaign lifecycle, giving real-time information on performance. Healthcare CRMs can also produce detailed reports, attributing revenue to specific campaigns and tactics. In this way, healthcare marketers can see which campaigns (and what specific aspects of those campaigns) are not just generating leads, but helping acquire patients and generate revenue for the health system.
- How does a CRM report on ROI?
A CRM system can report on ROI for both patient engagement activities and physician alignment activities: For patient engagement: Because a CRM system can “track” and “tag” each engagement campaign tactic, it can report on response to outreach efforts in detail. Attribution can then be further linked to clinical conversion and related financial data so that health systems can measure the efficacy and ROI of their campaigns. A CRM can also improve a hospital’s bottom line by lowering patient acquisition costs. Since they’re aware of the best people to reach out to, what kind of service or product to reach them with, and the best way in which to reach them, hospitals’ efficiency in outreach is increased overall, and they don’t have to spend money trying to engage others.
For physician alignment: A PRM provides tracking and management of all physician relations and/or physician liaison outreach activities (including recording field responses and setting follow-up actions) and attribution of targeted physicians’ referrals to specific physician relations/physician liaison activities. With the power to tie changes in physician loyalty behaviors directly to physician relations/physician liaison actions, hospitals and health systems can directly measure the impact of outreach efforts and affirm or course-correct the growth strategies they have put in place.
- What should I look for in a CRM vendor?
Look at CRM providers that understand healthcare, as opposed to “generalists”:
- A database specifically designed for healthcare
- Built-in segmentation or modeling that can quickly target the right people for specific campaigns (the ideal target is likely to need the service and be profitable)
- Reports that can easily answer questions, from targeting to tracking ROI
- Call/contact/engagement center functionality to truly provide a unified patient experience
- Ability to provide robust, accurate, and latent data
- Product configurability and flexibility, understanding that goals and priorities can shift quickly and/or unexpectedly
- Staff that are healthcare CRM experts
- A number of reference-able clients and case studies