What makes an integrated CRM platform into a critical business differentiator?
In a hyper-competitive environment, the success of any business depends on discovering and utilizing critical business edge. For example, at Kapture CRM we integrate online CRM demo’s instead of 1:1 direct visits.
For example, let’s ask what’s the differentiating factor of the healthcare industry?
A healthcare organization need to be able to offer its patients the latest medical technological advancements and operational improvements. This would drive the healthcare institute on the path of patient-enabling profitability.
As such, the healthcare industry is not insulated from the changing trends. Healthcare firms work on the principle of providing better customer services. This depends on how they manage the relationship with their customers, i.e. the patients in order to build trust and facilitate greater patient involvement in decision making.
How Healthcare CRM improves patient care?
If you ask patients, the most frequently raised issue is the quality of personalized health care. With the hustle of daily operations, most hospitals are content with prescribing and periodic patient follow-ups.
For example, the hospital staff gets quickly fragmented into various responsibilities.
A Healthcare CRM which can also be referred to as Patient Relationship Management (PRM) helps reorient healthcare focus towards meeting patients’ needs. Like other business organizations, healthcare firms too can utilize CRM technology to focus on relationship management, while offering more tangible benefits.
The best example of this is with regard to time, where a seamless integration and updating of patient’s electronic health records can help avoid long check-ups at the beginning of each visit. Healthcare CRM helps in improving the quality of care, lowering the costs and effective utilization of patient information, helping healthcare providers to sustain their business in a competitive environment.
CRM software for the healthcare industry
Before elaborating on the advantages of using a CRM system in the healthcare industry, let’s have a look at some of the current trends in the healthcare market.
Like every other industry, hospitals also need to engage in fierce competition between one another to gain patient attention.
The main expectations of the patients are quality service at a time of their choosing and the safeguarding of their privacy rights by the hospitals and other healthcare establishments.
People are becoming more aware of the various treatment options available and at the same time less loyal to their current healthcare providers. They are more likely to take second opinions and switch providers in case of unsatisfactory service.
In order to cope up with such developments, hospitals are resorting to targeting marketing by developing customer outreach databases and moving away from mass advertising.
So how does customer relationship management in healthcare help in building strong relationships with the patients? Usually, whenever we are suffering from an ailment and need quick relief, we end up googling our symptoms in order to self-diagnose our condition.
In fact, research data indicates that three-quarters of all the health queries begin at a search engine. In today’s digital world, the onus is on the healthcare organizations to provide the health information that consumers are looking for. The challenge that they face is to integrate, analyze and apply disparate data in order to gain meaningful insights related to customer service.
A healthcare CRM solution can become a centralized healthcare hub data to manage different data streams. This includes communications, analytics, and other passive patient interactions. This helps healthcare institutes to create an actively engaged consumer base involved a partnership with healthcare professionals across the plateau.
CRM platform can help manage the relations between patients, physicians, hospitals, laboratories, pharmacies etc. Some common means of communication which are used are: Reminders for appointments with doctors, missed medication alerts, health tips, educating the patients, event reminders regarding health camps, wellness lectures etc., branding awareness in order to communicate the noteworthy achievements of hospitals to patients and knowledge management in form of blogs and in social media.
Here are some of the key areas where CRM can benefit the healthcare industry.
Targeted, Accurate and Relevant Messaging
In the patient-oriented healthcare, the right targeted marketing messages can make a worlds’ difference. This segmentation can depend on different factors such as demographic, psychographic, social, behavioural etc.
This system allows you to serve the right information to the patient at the right time. Within a CRM platform, the users can start sending the right messages to the right patients.
By utilizing CRM-based targeted messaging, the healthcare institute can start sending targeted messages to the segmented patient database.
This is made possible by optimizing and measuring the multichannel marketing campaigns. This allows healthcare firms to better understand patient behaviour and target them accordingly. The right kind of information made available can empower patients and enable them in proactive, informed decision-making.
Centralized patient data management
In the legacy world, the healthcare institute usually puts the responsibility of managing patient information on the patient. The medical CRM platform can automate a significant portion of this responsibility.
“As per klara.com’s Leslie Saxon, most of the patient information will be residing on cloud platforms within the next 10 years“.
In this way, you’ll be able to streamline and manage all the relevant sources of patient information.
In-depth patient profiling within CRM
As we’ve already seen, a Healthcare CRM empowers better patient care. Additionally, it also enables a better understanding of your entire patient database.
A robust healthcare CRM system enables firms to forecast patient needs that help healthcare personnel to shortlist potential treatments. For example, continuous learning helps doctors to make informed decisions at the earliest.
By integrating all patients within a unified dashboard, you can also generate in-depth reports. Further, this data could be streamlined into generating additional precise patient insights.
This allows healthcare professionals to have a better perspective of their overall operations.
Referral-based patient Targeting
Hospitals also need to involve themselves in B2P (Business to Physician) relationships to market to key physicians and maintain strong relationships with them. These can be supported by CRM and marketing automation systems. One particular area in which CRM technology is being implemented is in the selling of specific programs like weight loss, smoking cessation etc.
The key elements of the implementation of CRM in hospitals are:
- Collecting and aggregating patient data and other intricate details such as the frequency of patient visits, the consulting doctor, their medical history, discharges etc.
- Analyzing the data and identifying the best medium to communicate with prospective patients.
- Tracking the effectiveness and Return on Investment (ROI) from these campaigns.
The implementation of CRM in hospitals consists of two aspects: In-Patient CRM and Out Patient CRM.
With the healthcare industry getting intensely competitive, the role of CRM in hospitals have grown many-fold. Today’s the patients have more choices than ever regarding the choice of hospitals. This spreads to the choice of speciality care that varies between Oncologists to nutrition.
Customer relationship management in healthcare is all about the use of technology to provide value-added services to its patients and creating customer delight and improving customer loyalty. There is a need for pre-planning and executive support to address the human aspects of implementation. For successful implementation, special CRM software and cloud-based CRM systems can be very helpful to disseminate the valuable information and needless data.