No one denies building a database of any kind is a heavy lift. And when you’re talking building a comprehensive database with prospect, patient, and third-party data sources in healthcare, the challenge can try your patience, especially when you’re expected to prove a return on your technology investment.
Luckily, there are quick wins you can find with a healthcare CRM that allow you to get some use out of your investment and start proving its usefulness while your full database is being built out.
Enter the CRM Prospect Database
While a CRM prospect database won’t provide the level of detail of one that encompasses the multitude sources your healthcare organization relies on, it does afford your marketing team the ability to quickly begin leveraging your new investment. While IT is working through the technical requirements to incorporate data from your EMR and other source systems, a prospect database can be used to execute targeted campaigns focused on new patient acquisition and cross promotion.
Consider the following strategies to make the most of your prospect database and establish a foundation of targeted campaigns that can be built upon and made more intelligent once the full patient database is complete:
- New Movers: Identify households who’ve recently relocated with an initial message focused on educating the recipient about the urgent or emergency care options close to their home. Follow that up with another message directing them where to go to find a primary care physician.
- Annual Screenings: Target individuals approaching the recommended age to begin various screenings, such as women coming due for their first breast cancer screening, or those nearing the age to begin colorectal cancer screenings. Given there won’t yet be patient data available to identify sensitive diagnoses or procedures, like a previous breast cancer diagnosis or mastectomy, it’s important to limit your outreach to those unlikely to already have a history of annual screenings.
- Birthdays: Similar to the annual screenings strategy, this one is focused on encouraging individuals to keep up with screenings and immunizations for which they may be due based on their age and gender. In contrast to the abovementioned caution regarding sensitive encounters, it’s generally okay to include those above the recommended ages to begin screenings given most people above the age of 40 are due for multiple screenings and immunizations each year.
- “Welcome to Medicare”: This campaign aims to encourage upcoming Medicare recipients to schedule their free preventive visit covered by Medicare Part B. With the visit being covered by Medicare in the first 12 months after turning 65, your strategy can evolve with the addition of your patient data to incorporate reminders to those without a wellness visit on record.
- Event Promotions: Identify individuals living in households within close proximity to various events your organization is hosting. When promoting events, consider targeting those with high propensity scores for relevant service lines.
- Newsletters: Due to the general nature of newsletters, they are another good targeted campaign to launch once the prospect database is live.
For any campaign, consider varying your content and imagery based on typical variables such as age and gender, but also household income, marital status, race, primary language, and whether or not there are children in the household. If they’ve recently moved, make adjustments to acknowledge that those who moved locally will likely have some familiarity with the organization while those having moved from outside your service area(s) will not.
When planning each campaign, note the various adjustments you’ll want to make once you have a comprehensive database to identify past patients, along with their encounter histories and payer types, call histories, email addresses, and a variety of other important variables. This additional data will enrich your ongoing campaigns and help you get more out of your investment in the long-run.
To learn more about operationalizing and advancing your healthcare CRM strategy, download our Definitive Guide to Healthcare CRM.