In organizations outside healthcare, CRM (or customer relationship management) technologies have long been used to gain a deeper understanding of a specific audience and reach them with more targeted, personalized messaging. Marketing departments from retail to hospitality have developed sophisticated use cases for CRM that allow them to attract, acquire, and retain loyal customers by serving them ads, email content, and website experiences based on the large amount of data a CRM can hold and organize.

In healthcare, CRM solutions have become more important recently in order for marketers to keep up with consumer demand for more cohesive digital experiences like they get from other industries. Healthcare consumers, like any other consumers, expect to be served digital content, answers, and messaging at the right time, on the right channel, and in a way that’s personalized to their specific experiences, challenges, and needs.

A healthcare CRM solution can store, aggregate, and organize all that data you have available from your marketing automation system, your website, third-party data sources, and more. With this technology, healthcare marketers are now able to create highly specific and effective campaigns from direct mail service line communications and screening reminders to digital campaigns driving volume for new facilities and physician based on audience location or preferences.

But That’s Not All
Not only can modern healthcare organizations use CRM technology to create more effective marketing campaigns and track their ROI, they can also extend the use cases to improve things like value-based initiatives and cost reduction. On this end of the spectrum, CRM can be used by teams outside of marketing to make better use of the capabilities of your investment.

Some use cases include:

  • Digital Health Assessment campaigns to identify those “At-Risk”
  • Lapsed appointment reminders
  • Chronic Condition engagement campaigns to increase program enrollment or self-management
  • Emergency Department redirect campaign to Urgent Care

Cross-Organizational Function
With the variety of use cases for a healthcare CRM and the types of results you see or behaviors you can influence, you can begin to see how CRM is a multi-use tool that, outside of pure marketing efforts, supports the shift to value-based care. Transformative healthcare organizations are making the shift to using CRM for its deeper value beyond marketing, which requires constituents at the decision-making table beyond marketing leaders as well.

CIOs and IT leaders can appreciate the security features and integration benefits a CRM offers, as well as the population health and cost-saving use cases, while marketing leaders can get behind the targeting and personalization capabilities that help them prove their campaign effectiveness. By influencing behaviors across the healthcare consumer journey, from awareness to scheduling and beyond, you can start to get better results in cost, outcomes, and loyalty.

A Holistic Approach
No matter which team spearheads CRM adoption in your healthcare organization, in order to truly maximize the investment and move forward with creating better consumer experience and value, the entire C-suite needs to work together. If you want a seat at the table as a marketer, you have to work with the clinical side. As a technical leader, you need to appreciate the enterprise capabilities of this unique tool.

To set your healthcare organization up for success in the age of healthcare consumerism, the entire C-suite needs to embrace this consumer-driven landscape. CRM data can help you build a business that cohesively links digital and traditional interactions to the consumer experience by mining your unified data for consumer insights. You’ll gain a deeper understanding of consumer preferences and be able to define a strategic roadmap that allows you to deliver exemplary experiences that focus on the individual as a consumer, not just as a patient. Making these kind of data-driven decisions across your organization will do more than win you the loyalty of healthcare consumers, it will also help you grow your business.

To learn more about using healthcare CRM for cross-functional effectiveness, visit us at HIMSS 2018, booth 12237.