Healthcare Customer Relationship Management 101
What is customer relationship management (CRM), and what does it mean for the healthcare industry?
As population management takes on a pivotal role for your organization, a systematic approach to CRM may be your strategic secret sauce. But what exactly does CRM mean, and what do modern approaches involve?
What is CRM?
Customer Relationship Management: The ability to identify, reach, motivate and measurably influence customer behaviors, thereby promoting superior outcomes for the customer and the organization. In healthcare, this means targeting improved patient health and positive financial outcomes for providers.
All CRM strategies are not created equal. Those that focus only on existing patients miss the universe of potential patients ready to engage with your organization. Those that rely on ad hoc interactions and gut-based decision-making fail to realize the promise of disciplined, large-scale efforts. Effective CRM employs a systematic, data-based approach to personalized management of your patient population.
Features of a Data-Based CRM Strategy
- Defined Touch Points: Decide upon the points along the patient journey that are most pivotal to patient decision-making and actionable follow-up. Concentrate on reaching patients there. For example, to reach new patients, focus on individuals who have recently moved to your area and those who are likely to need care soon. To retain patients, reach out after appointments to obtain feedback and to set follow-up appointments. Or, send timely health reminders for screenings and immunizations. In short, identify new patients, engage them by understanding their needs, get them in for an appointment, and keep them coming back.
- Mass Customization: The most effective CRM speaks to individual patients and prospects through sophisticated one-to-one communications to encourage better decisions. Whether your goal is health education, services outreach, care coordination, chronic condition management, or satisfaction management, you need to know your customer preferences and predispositions. What messages and media move them? What actions drive deeper understanding of their health, so you and they can proactively plan and manage it? Know thy customer, and understand his specific needs to build a meaningful relationship.
- Targeted and Personalized Messaging: While CRM must be large-scale to be effective, it also must be tailored to meet the needs of specific patient profiles. Manage customer relationships in an organized, scalable, but personalized way by leveraging comprehensive patient and population datasets, advanced predictive modeling techniques, and multi-channel communication. This strategy enables you to identify and target patients (for example, commercially insured patients with an imminent healthcare need) while managing your more vulnerable populations, all through sophisticated marketing campaigns.
- Real-Time ROI Measurement: A true data-based CRM strategy allows real-time visibility into campaign success, so you can track and measure the financial and other impact of every communication. That enables responsive and agile campaigns that maximize ROI.
A true data-based CRM strategy allows real-time visibility into campaign success, so you can track and measure the financial and other impact of every communication. That enables responsive and agile campaigns that maximize ROI.
CRM is the future of healthcare. It empowers you to manage your patient population and your marketing dollars for optimal results.