Once you have decided to invest in a healthcare CRM, you should work with your vendor’s services team to create a project timeline that helps you budget your time, allocate resources, and get your internal multi-disciplinary team involved and excited for launch. A project timeline provides a snapshot of what will need to happen to accomplish your goals, gives you something to work toward, and helps you determine whether you are staying on track or need to adjust expectations if certain areas are taking longer to accomplish internally than planned.
A True Partnership
Since multiple factors that can affect your timeline, it is imperative to success to work with a vendor partner that understands your organization’s structure and goals, can develop the proposed implementation plan, and walks you through each action item and strategy along the way. Experienced healthcare CRM services teams should have the basics of an implementation plan down to a science while still keeping in mind the uniqueness of your organization, your resources, and your market.
One of the most important indicators of having a realistic plan with achievable goals is ensuring that all teams within your organization are onboard. From your IT department, to your data team, executives, marketing, and anyone else involved with your CRM, all stakeholders should be in agreement on the time and resources you will be able to dedicate to your CRM launch.
A true partner in your healthcare CRM vendor relationship should work from the beginning to guide you to success with your CRM. Expect them to set up an introductory meeting with both your CRM vendor services team and your internal stakeholders to review specifications, discuss strategy, goals, next steps etc.
Launching While Building
Following the philosophy of “launching while building” will allow your organization to use its time most effectively so you can start to engage your consumers and see results sooner. In essence, this allows a parallel path for your vendor to work with your marketing team on strategy and planning while simultaneously working with IT on building your database.
Before your vendor works with your organization to build your database, they need to understand a variety of factors that affect data gathering. We use a comprehensive checklist that has been refined throughout our years of experience. This knowledge gathering:
- Guides your organization though the information needed to begin the database and prospect build
- Offers advice on internal partners that can assist in gathering the information
- Explains why the information is needed for long-term success
To get your CRM up and running, there are two main steps that need to happen with your data. If you want to launch while building, you need to begin with a prospect database build first. This database of prospects should be built upon a structure of your service area definitions, financial classes, list of locations, and your DNS, marketing, and seed lists. Work with your vendor to understand what should be included in each information set, the document type needed, and the best method of transfer.
While your prospect build is occurring, you can also begin integrating your lead management technology, call center, marketing automation, content management system, etc. This allows your organization to go ahead and expand your marketing capabilities, such as utilizing customized phone numbers and web forms to personalize content and offers, and enhancing engagement using CRM.
As soon as the prospect database is built your organization can start doing event promotion, HRA, New Mover, and other awareness campaigns.
Simultaneously, the rest of your database build can begin, working with your IT team on incorporating utilization data. As your full database is integrating into your CRM, your organization can begin optimizing your campaigns on the road to measuring and reporting on downstream ROI.
With a database build that happens in phases, an experienced healthcare CRM vendor leverages their services team as a dedicated resource that continually works with your team to get you ready for full CRM utilization and all its benefits. Through training, strategic planning, data testing, guidance of design and copy recommendations for campaigns, thinking through ideal audiences and services lines to start with, lead management suggestions, and more – you want a vendor who works with your organization to ensure success.
Want to learn more about how to prepare for a smoother CRM implementation? Download our guide to Getting Prepared for Healthcare CRM.