Same holds good for Healthcare marketers / providers too. Delivering high quality patient care is the number one priority. To achieve this healthcare providers, have to overcome various challenges of the market like
- Fierce Competition
- Changing Environment
- High Expectations of customers of Healthcare
- Customer has varieties of options
- Excess of supply
- Patient acquisition: How do I get more patients coming to my facilities?
- Patient retention or Patient Engagement: How do I get my patients continuing to use my facilities?
- Patient “win-back”: How do I bring back patients who haven’t used my facilities for some period?
- New Movers: How do I attract prospective patients in my facility’s footprint?
As per a Microsoft report, when healthcare companies integrated a CRM with their EHR system, patient satisfaction increased by 18%.
The same report also reveals that the healthcare team productivity went up by 28% and return on investment was predicted at about 391% for the next 5 years.
A CRM/PRM tool will put all these platforms into one area — it will help cater to the patient's requirement through a single channel.
With medical marketing to use unique digital strategies you can improve brand rankings.
Besides, physicians realize that such positive relationships can impact clinical outcomes through better therapeutic adherence.
For organizations to track their performance and adjust nimbly to patient perceptions and needs, they require technology tools to secure actionable, timely information from patient-consumers.
- Capturing data from across the organization and consolidating it into a database
- Analyzing the database to determine the best marketing opportunities, the best targets for those opportunities, and the best ways to communicate with those targets. This can include marketing to:
- Non-patient consumers
- Referring physicians
- Non-referring physicians
- Identifying the return on investment from those campaigns
Benefits of CRM for healthcare marketing
It improves the bottom line
For example, if you are promoting prostate screenings, CRM will allow you to target men who not only are most likely to need these services but will also be more profitable customers for you.
2. It is quantifiable
3. CRM acts as a perfect Patient Relationship Management tool (PRM)
- For consumers, for example, you can send women turning 40 a reminder to get a mammography. At the same time, you can offer an incentive, such as a discount coupon for multi-vitamin/ calcium tablets.
- For physicians, you can offer special tours of new facilities, but only invite physicians who meet certain referral criteria.
4. It can help you achieve your mission by improving the health of your community
- Through hospital advertisement & targeting, you are sending your messages to the people who most need the services
- Improving the bottom line will free up resources for charity care and other initiatives to help you better serve your entire community.
Setting up a successful CRM program
1. Executive endorsement
CRM touches every facet of the organization, not just marketing. IT support is essential. Finance needs to help analyze data to identify opportunities. And the medical staff needs to understand how they will be affected.
2. Involve the organization
After the C-suite endorses the initiative, implementing the CRM program should be driven by marketing.
- Healthcare marketing (to spearhead the process)
- IT (to deal with the data)
- Finance (to ensure all assumptions on ROI, etc. are correct)
- Physician relations (especially if marketing to physicians is a key strategy)
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 all your questions, from targeting to tracking ROI
- The staff that are healthcare CRM experts
4. Make your decision
There are several excellent providers, but no one provider is the best choice for everybody. Here are the key steps:
- Compile all features and put together a matrix of all features, including pricing, so you can easily make comparisons. After all, since CRM is marketing based on analysis, the decision on which vendor to use should be based on a thorough analysis.
- Check references.
- Visit the finalists. Make sure you meet the person who will be your account manager. And go through a case study from beginning to end.
- Make your decision. You will have a lot of information to make your decision. Trust your instincts.
5. Embrace HCRM
- Supports precision marketing and pinpoints targeted consumers who are more likely to require the service.
- Make use of actionable intelligence to deliver personalized experiences
- Build predictive models based on collected data