Posted: September 28, 2017
If you can track your tablet purchase from the time it's ordered through delivery, shouldn't you be able to do the same with your lab results? Wouldn't that offer a reassuring and exceptional experience for your healthcare consumers if your organization could provide this level of service? With the right healthcare CRM technology, all this, and more, is possible. But the healthcare industry needs to take lessons from Amazon and other smart retailers when it comes to leveraging CRM systems.
5 Lessons from Industry Leaders You Can Apply to Healthcare CRM:
1. Tracking and Measuring ROI: A Lesson from Uber
Uber considers itself a "lead generation" app that connects buyers and sellers — riders and drivers — and platform models like this have been enormously successful. In fact, The “Uber effect" created an anthropological shift in society's behavior, spreading the need for other on-demand services — like healthcare.
Add to this fact that the way we pay for healthcare has changed. No longer are providers reimbursed based on the volume of services and tests they provide. Today, payers look at the outcome for each patient to determine qualification for reimbursement. That includes tracking both clinical and business data to make sure patients receive outstanding services. Systems that can immediately notify physicians, patients, and account reps of critical issues or changes in account status are mandatory. The technology of tracking and measuring ROI to match patients with services can spell the difference between a successful and lackluster CRM.
2. Personalization Capabilities: A Lesson from Amazon
Personalization is the practice of tailoring your web pages, messaging, images, and content to individual users or groups of users to provide relevance and value. Think of the way Amazon personalizes its product recommendations for every user. The retail giant is ahead of 100 globally-known brands across seven major industries for best customer experience. This is, in part, because Amazon was an early adopter of using data for personalization. Real-time browsing and buying histories work to recommend products without overstepping boundaries. The best healthcare CRM should follow suit.
Patients now bear increasing cost for healthcare and shop around for the medical services that suit them best. Looking at the available choices and data to support them, they decide when and where to receive care. If your healthcare system isn't providing relevant content, offers, and location information — based on CRM data — then it's not working optimally.
3. Targeting a Lookalike Audience: A Lesson from Facebook
Facebook is known for its ability to reach, engage, and convert consumers with targeted ads, based on social media data. A CRM that can identify and target those who are most in need of your services with demographics, interests, social connections, and newsfeed activity the way Facebook targets its users is a plus. Sophisticated algorithms identify an audience that "looks like" your ideal consumers, and using this lookalike audience allows organizations to target the users most likely to respond to their messaging and offers.
You can't argue that healthcare is a competitive landscape. From the hospital down the street to retail giants like CVS and Walmart getting in on the game, your organization is facing threats from all sides. Data from your healthcare CRM can provide actionable insight into your consumers and market. Identifying and messaging to specific audience segments helps maximize your budget and increases the likelihood of your campaigns giving a return on marketing investment.
4. Privacy Concerns: A Lesson from Charles Schwab
One Harris Interactive survey found that 68 percent of all consumers "consider the privacy protections of a company before they will do business with that company, especially in industries that handle their most sensitive information." CRM systems must be the stalwart of best practices in privacy, at every transaction with users. Look at banking industry leaders like Charles Schwab. Two-factor authorization, guarantee against unauthorized access, debit card blocking, photo credit cards, and smart cards are some of the top financial protections, and similar securities, translated for healthcare's needs, must be included in your CRM.
With customer privacy a crucial issue in our digital society, and new breaches being reported daily, healthcare's unique privacy requirements are just as critical as those in baking. Personal information protections with regards to medical information, personal and insurance data, and HIPPA requirements should be built into any system you use, with configurable permissions based on user role and situation.
5. API Integration with other Martech: A Lesson from Twitter
Application Program Interface (API) was traditionally a term known only by development professionals but marketers are now in on the details. Twitter is at the top of the API stronghold. For instance, when using Twitter you can manage and view ad performance, automate user base growth (Twitter notifies you when someone follows you), auto direct message a follower with a direct marketing message, live stream, chat, and use other tools that all function by interacting with Twitter API. These empower marketers' efficiency and many should be included in a successful healthcare CRM.
A solid healthcare CRM platform should also include live analytics, enabling real-time decisions, the ability to collaborate to ensure accountability between departments, and the capability to maximize reimbursements. The need for a modern CRM is moving beyond the marketing department in healthcare, which makes this technology even more important as you look to drive your organization forward.
Want more insight into how CRM and data can transform your healthcare organization? Request a free healthcare marketing assessment to get started.