Healthcare Customer Relationship Management (CRM), the system a healthcare organization uses to obtain records, record and store information about your prospective and existing patient's demographics, interactions, behaviors, and experiences was once meant solely to help with targeted direct mail campaigns, then moved to helping segment your digital audience and track campaign performance to increase your organization's ROI ... and now, healthcare CRM may be making a case for itself beyond its value to your marketing team.

Organizations focused on overall consumer experience are using data from healthcare CRMs to help with everything from value-based care initiatives to behavioral changes.

By virtue of the level of consumer analytics provided by CRMs, healthcare organizations now capture how your patients engage with your website, call centers, referral lines, facilities, appointment or nurse lines, and other areas, making it possible to personalize and improve use cases by targeting the right patients at the right time with other important messaging.

Behavioral change through CRM
Let's say you want to direct patients to urgent or primary care facilities, away from the high cost facilities like your ER. With the data provided by CRM technology, your organization can easily find the segments of your population who would benefit from being directed to the appropriate urgent or primary facility and communicate to them with messaging they're most likely to respond to, in real time.

In fact, CRM has endless potential in numerous use cases to enhance brand loyalty and bolster profitability, as well as providing reduced costs and improved delivery of care across the healthcare continuum. Let's look at how CRM can redirect users to primary and urgent care facilities.

Successful healthcare organizations recognize the value of consumer data
The goal of redirecting patients to the appropriate care when sick or injured serves both patients and physicians by minimizing care delivery, wait times, resources, and out of pocket expenses.

Your CRM provides important healthcare data such as history of emergency department visits, primary and urgent care appointments, as well as keystroke searches for the nearest ERs, urgent or primary care facilities or physicians.

Messaging to these patient populations who may be better served by visiting an urgent care center instead of an ER, or primary care physician instead of an urgent care facility, is one important way your CRM can lower costs for patients, increase organizational ROI, and deliver the right information to the right patient.

Data from CRMs mean more than marketability
Along with finding a CRM that ingests and organizes data effectively, you also need concrete strategies for how to use that data to inform your campaigns. You can use a variety of techniques to segment data, or look at the data in targeted ways, to optimize delivering the right message to the right patient population including:

After Hours. Target patients looking for “after hours" care or preventative care who can be directed to urgent or primary care clinics when appropriate.

User Location. A user location capture can direct care users to the nearest appropriate facility in real time, benefiting healthcare consumers.

Direct Mail. DM is a powerful tool for sending messages to healthcare consumers who have been identified as needing information on urgent and primary care options. Typical direct mail messaging campaigns include service line communications, screening reminders, a new move program as well as information on urgent and primary care facilities.

Website Copy. Website copy and content specific to urgent and primary care use, warnings about over-use of the ER, and informational videos, infographics, and relevant content this population can utilize is key to a successful CRM campaign.

Discharge Data. CRM technology can scan discharge data for diagnoses that may be considered inappropriate for an emergency room visit and redirect those patients with personalized letters alerting them to options such as urgent care or primary care facilities.

By segmenting your audience, healthcare customer relationship management campaigns can effectively send email newsletters, direct mail messaging, create personalized banners or website-specific content about urgent or primary care facilities directed to the consumers in your database that have shown a propensity to over-utilize the emergency room. CRM can then track the response rate to prove this use case's campaign effectiveness.

For more information on healthcare CRM use cases, download our Definitive Guide to Healthcare CRM.