Healthcare CRMs are Big Investments
I’m willing to bet that when you first purchased your healthcare CRM software, you were very excited about the marketing potential it represented. Then you built up your database, started running some campaigns using this new information and anxiously awaited the results to see if your investment would prove its worth downstream. I’m also willing to bet that, over time, you’ve been less than satisfied with the results.
To figure out how to move forward and get the results you want, we first need to figure out what’s holding your healthcare CRM back. From our perspective, there are three main issues:
1. Your CRM is only marketing to a known audience. Sure, sending mailers to consumers already engaged with your hospital or health system is an effective way to drive service line growth and new mover or new physician campaigns work well with consumer data from third-party sources. But is that all there is? Today’s consumers are unarguably digital, and specifically mobile, in their daily lives. This digital landscape opens up incredible opportunities to reach a larger audience, a formerly unknown audience, with your marketing efforts. So our healthcare CRMs need to find a way to incorporate this type of consumer.
2. You CRM is only marketing through a physical address. Working off the idea of today’s healthcare CRMs only marketing to a known audience is the limiting fact that they’re really only set up to market through a physical address. This also confines your efforts to direct mail. But if you want to reach a larger digital/mobile audience, you have to communicate with them through different channels, like search and social.
3. Your CRM’s data updating is too slow. To really hone your marketing effectiveness, you need to be able to measure a campaign’s success in real-time. When your data is batched and updated only every week or (in most cases) month, you don’t have the flexibility to change or halt a campaign that isn’t performing. Without this essential information, your budget, and the justification for your budget, will suffer.
But these problems don’t mean CRMs intrinsically won’t work for healthcare like they do for other industries. This just means healthcare CRMs need to evolve to more accurately reflect the market’s capabilities.
To learn more about Evolving Healthcare CRM and find the steps you need for actual return on marketing investment, download our white paper.