Healthcare institutions today are facing tremendous amounts of pressure to wade through the crowd and come out as the leading brand. The reasons for this situation can range from increased competition, obsolete programs, decreased foundation funding, insufficient marketing campaigns, disorganized customer database, etc.
At the heart of every issue is the institution’s focus on the business, and on itself, to generate more leads and customers, and more sales. This approach has become grossly outdated as customers – a wide user base that comprises of patients, doctors and physicians – have started gravitating towards services that value and listen to them, and construct programs for their specific needs. This path to a customer-centric market requires hospitals to rethink their marketing strategy to achieve the maximum return-on-investments and set the right business image.
In the last decade or so, medical institutions have increasingly adopted a Customer Relationship Management (CRM) system into their marketing mix, to provide that much-needed leverage to engage with more people and convert them into loyal, long-term customers.
The main objectives and advantages of implementing a CRM marketing software into the hospital’s operations include organizing all the data that is obtained from any customer that comes into contact with the hospital. Once the data is centralized into one data repository, CRM analytic tools can recognize leads that can be converted into customers through profiling and segmentation, and come up with marketing plans to do that through targeting and communication. Finally, as the messages are delivered to the right people at the right time, hospitals can monitor the progress and status of their marketing campaigns, and effect the necessary changes, if required.
Catering to Patients
A CRM database holds every piece of information that is provided by a customer when they interact with a hospital. This data helps the hospital understand each individual patient and their health requirements, so that they can come up with medical programs and packages that not only provide value to the patient but also boost customer satisfaction and loyalty, which eventually leads to more sales.
A hospital’s responsibility towards their patients must not end as soon as the patient leaves the hospital, especially the ones who are afflicted with chronic diseases. Hospitals can monitor the patient’s medical status through routine check-ups, or follow-up through calls or e-mails, or notify them about events or seminars that are relevant to them. All these efforts let the customer know that they are being cared for, and are more inclined to suggest and promote the hospital to their acquaintances.
Catering to Physicians
Hospitals with specialist doctors often source their business from either general physicians or healthcare organizations. This is because a patient’s first point of contact is usually one of the two aforementioned entities, after which they are referred to those specialists who may be able to help them more accurately.
By using a CRM Integration software, hospitals can add influential doctors to their roster, which would bring in more referrals and make the patients associate satisfaction with their hospital and its doctors, which eventually leads to a higher patient retention rate. It also allows hospitals and institutions to manage their communications with each other, so that a relationship can be established which will benefit not only the concerned parties but also the end-users, the patients.
Considering the scope of a healthcare institution’s engagement with the community, it is incredibly essential for a hospital to incorporate CRM methodologies to improve its business operations while focusing on the customer’s health needs and general welfare. This builds a strong community and improves the overall health of the public.