October 27, 2016
What elements make your CRM solution patient-centered? If you haven’t thought about it before, now is the time.
Customer relationship management (CRM) is about learning as much about your customers as possible, so you can communicate with them in personalized, meaningful ways that result in positive behavior change. To make these steps both patient-centered and effective, your organization must incorporate five elements:
- Data: This is the foundational element of patient-centered CRM. It starts with consolidating multiple organizational data sources (including clinical, financial, and marketing) and third party information. Then experts fuse the data into a single source of truth. Finally, the data requires regular maintenance to remain relevant, including updates, cleaning, and scoring.
- Segmentation Models: Identifying and segmenting your target audience is critical to a successful CRM strategy. The key to this step is data modeling. Data models can be:
- Predictive (who has the greatest need for your services?),
- Payer-based (who can best pay for your services?),
- Behavior-based (what messaging will best reach specific patients?), and
- Psychographic (how do patients prefer to receive their healthcare information?).
- Insights: To turn data into action for your patients, you need a solution with the platform and expertise to support complex marketing interventions that support health goals.
- Integration and Marketing Automation: A patient focus means breaking down healthcares information silos. Data must flow back and forth to support multiple functions. You must technologically support the patient journey, from initial data collection and opportunity analysis to personalized marketing automation and clinical encounters.
- Tracking, Measurement, and Reporting: You can only manage what you measure. Data analytics are critical to creating measurable marketing ROI that supports your patient focus. Ensure you can measure messaging activity, encounter conversion, and financial performance. This information will empower your marketing professionals to learn, adjust, and repeat the patient-centered marketing cycle more effectively each time.
How to Avoid an Unmanageable Workload
How can you provide robust patient-centered healthcare marketing communications without increasing your staff's workload? Healthgrades client Henry Ford Health System used its CRM insights to accomplish just that.
Henry Ford has a long history of putting patients first. It wanted to create an ongoing relationship with its patients that provided the convenience and on-demand information they were seekingwithout creating an impossible workload for its marketing team. So it implemented marketing automation for gateway clinical services based on Healthgrades data-based insights.
By integrating information on its apps and other patient-facing tools into emailed welcome kits, Henry Ford effectively enabled patients to self-select into a variety of information campaigns. Pharmacy- and optometric-related messaging pathways yielded phenomenal responses, achieving 32.2% and 44.8% open rates, respectively. In addition, each patient who opened an email averaged two prescriptions filled. These results were achieved using smart technology, not man hours.
In just four months, Henry Ford realized 113 incremental patients from its campaigns. The program is expected to draw over 300 patients.
How do you achieve patient-centered healthcare marketing? Use data-based insights to measurably meet patient needs.