Do you know anyone that considers themselves a “foodie”? Someone who’s always raving about the new Indian restaurant tucked away in as strip mall or who discovers an Ethiopian joint and drags you with them to try eating with your hands and who can’t stand “Ruby/Olive/Apple Factory” (or whatever)? Well, I do, and as snobby as it may sound, I think there’s a valid reason to avoid those big chain restaurants that “do it all” – pizza and nachos and hamburgers and Thai food and samosas and jambalaya and on and on and on. How can these businesses be exceptional at any one thing when they’re trying to do everything?
You can make the same argument about expecting your healthcare CRM partner to also offer PRM.
At their core, healthcare customer relationship management and physician relationship management solutions are dealing with different audiences, different motivators and behaviors, different use cases. Not to mention these technologies require different communication skillsets, workflows, and address different topics. So why would you want to partner with a vendor that has to solve both?
Integrating your healthcare martech stack is certainly important these days. Complexity in technology, managing multiple relationships, and worrying about the robustness of integrations are certainly nothing to ignore. Every opportunity you get to simplify your tech stack should be considered a win, but that doesn’t mean every opportunity to simplify is a smart business decision.
Wouldn’t it be better to partner with a vendor and services team that wake up thinking about one thing? Your CRM partner should be obsessed with improving the healthcare consumer experience, spending their R&D dollars to answer the question, “How do we use your data to impact healthcare consumer behavior through your website, your listings, your campaigns, etc.?” With one-third of consumers in the market for a new provider and 25% of those consumers finding a new provider through online research, improving the healthcare consumer experience to influence consumer behavior could be the key to driving business for your organization.
Fundamentally, marketing to physicians is very different from marketing to consumers. In an ideal world, the claims data you have access to through a PRM solution would be available to your CRM solution to enrich your targeting and messaging capabilities. Only problem is it’s not, and it can’t be. Claims data is de-identified; it’s essentially useless for a CRM. You can’t use it to build personas based on your actual data. You can’t use it to build lists for direct mail campaigns or Facebook lookalike audiences or website personalization. When it comes to claims data flowing from PRM to CRM, we’re talking two different systems that shouldn’t be mixed.
Sure, an enchilada curry might seem like a good idea in theory, but in actuality you’re going to wish you’d gone to a restaurant that specializes in doing one thing well.
If you’re still concerned about integration, simplification, and your organization’s overall technology goals, thinking about martech that makes sense together can give you a way out. From the top down, we know healthcare consumer experience is a priority for today’s leading provider organizations. When your consumer-focused martech can seamlessly integrate, you can achieve two goals at once.
Just like chicken and tortillas and Spanish rice combine to create one satisfying symphony of flavor, integrating your healthcare CRM, marketing automation, and web content management solutions will help you provide the integrated healthcare consumer experiences you want with the martech simplification you need.
Need more convincing? Our Definitive Guide to Healthcare CRM offers best practices, robust use cases, and more to maximize your CRM investment.