When you’ve made a large technology investment, it’s important to understand how to derive the most value you can out of that investment. In the case of healthcare CRM, you might think creating and running successful campaigns to drive business for specific service lines or facilities are your best bet. But, while those kinds of revenue generation and patient acquisition campaigns can deliver real ROI, in this world of shifting payment models and the struggle to balance fee-for-service with fee-for-value, there’s a lot more you can do with a healthcare CRM to support a variety of goals across your organization.
Population Health strategy involves more than just your marketing department, of course, but there are a few specific ways that marketing campaigns and initiatives can encourage your healthcare consumers and patients to make healthier choices and take preventative measures.
A Stratified Approach
Since traditional ROI metrics do not always apply to population health campaigns, defining a specific goal or goals for each campaign is critical to measuring the effectiveness of these types of programs. Are you trying to redirect patients away from more expensive services? Or are you trying to encourage early intervention to delay or avoid a more serious diagnosis? The kinds of campaigns you can create for each goal vary, as does your targeting, channel choice, and messaging.
Think about it this way: If you divide your population into healthy, at risk, rising risk, and high risk individuals, you have different needs you’re trying to meet. Healthy individuals can be supported to stay healthy with pure marketing. Those in the moderate risk levels can be supported and encouraged with marketing campaigns but will also need campaigns and communication that help them manage their conditions as they arise. And those at the highest risk level, individuals with more-complex needs and conditions, will be best served with campaigns around the best ways to stay on top of their diagnoses.
Because it’s impossible to tackle it all at once, taking a stratified approach to your population health strategy allows you to identify where to start, whether you’re looking for quick wins or more down-stream results.
CRM for Population Health
Knowing which consumers in your population fit within each level will help you not only target more effectively but also allow you to see where you can have the greatest impact on your overall population health goals. This is where the data analytics capabilities of a healthcare CRM can automate some of your processes and simplify some of the complexity of your data.
Using a healthcare CRM to support your population health goals allows you to target based on a combination of EMR and demographic data, essential for identifying which level of risk you’re addressing. You can also use CRM data to plan which channels and messages are most likely to be effective as well as track and measure the results over time, at a multi-channel level, so you can optimize or change tactics as you go. And, perhaps most important of all, the data aggregation and attribution capabilities using a CRM gives you allows you to review the downstream impact of each campaign, to determine if your efforts positively impacted the health of your population.
Effective Campaigns for Healthy Consumers
Creating campaigns to engage those members of your population who are already healthy, and who you likely don’t see very often, will help you impact about 35% of your population. These kinds of campaigns are a proactive way to address population health initiatives and similar to other types of campaigns you’re probably already running. However, these specific kinds of messages do more than promote your newest cardiologist or online scheduling for your urgent care locations. If your marketing works for these population health campaigns to healthy individuals, your interventions could be preventing or delaying chronic conditions or serious illnesses that are more challenging and costly to treat.
With these goals in mind, there are several types of campaigns that are especially effective for this population:
- Primary care physician sign-up invitations
- Flu shot and other vaccination reminders
- Birthday or anniversary screening reminders
- Patient Portal sign-up or App download invitations
- Wellness e-newsletters
Using the example of PCP sign-up, you can target patients who were recently discharged from your Urgent Care Center or emergency room who do not have an assigned primary care doctor. Depending on whether they listed a valid email address or not, you can send an email invitation or direct mail piece with messaging around the benefits of having a PCP and with a call to action inviting them to find a provider. List an individualized web address or phone number on the mailer and use another link to the appropriate website or landing page on the email so you can track conversion by channel. To round out your Primary Care campaign, you can add additional messages to patients who already have a PCP, reminding them to schedule well visits during their birthday month. And, lastly, you can consider a follow-up message to non-responders with slightly tweaked language and imagery.
The overall goal with this healthy patient population is to keep them that way, and when you can cover your bases with campaigns that encourage preventive behaviors like vaccinations, well visits, portal engagement, and more, you’re building a base of engaged patients should the need ever arise to involve them in stronger care management campaigns.
Want to learn other use cases for healthcare CRM? Check out our infographic.