Are you thinking about diving into a healthcare customer relationship management (CRM) system? Let’s start with a big reason so many marketers choose to invest in this data technology – CRMs give an average $8:1 ROI.
So, there’s no wonder that once you’ve chosen your CRM vendor, you are anxious to get started. “Think big. Start small. Move quickly” is a mantra we often refer to for digital marketing campaigns and strategy. A powerful healthcare CRM allows you to develop both a broad vision and achieve smaller wins from the start and all along the way.
Lean on Your Vendor Partner
Your healthcare CRM partner should consult with you at the very beginning to learn about your organization’s strategic priorities. This helps ensure your campaigns align with both your strategic goals and operational availability, so your organization as a whole can understand and agree on where to spend your time and resources to make the most impact.
Once you have discussed strategy with your vendor partner and your prospect database is up & running, you should work with your vendor on a quick start campaign to help you demonstrate value from your CRM sooner rather than later, while the remainder of your patient database is built out. This will enable you to build more excitement and get cross-functional stakeholders on board early, setting you up for success both short and long term.
Getting Started with Quick Start Campaigns
Based on our experience, there are a couple core campaigns we recommend our customers consider at the beginning of their CRM journey.
1. New Movers campaign – targeting new consumers in your market. Why? New residents often do not have loyalty to a specific organization yet, and this fact gives you the opportunity to introduce yourself, your organization, and begin to build a relationship and awareness of your services early.
2. Cardiovascular and/or Orthopedics service line campaign – these “quick start” campaigns can be executed quickly and effectively, as there is often already an infrastructure in place to market to these individuals.
With cardio or ortho campaigns, using a digital Health Risk Assessment (HRAs) to engage consumers is highly effective. Based on the results of the assessment, your healthcare organization can predetermine a process for follow up and personalize the message to each consumer – engaging them both in their health as well as with your healthcare organization. By educating consumers of their risks and next steps to take – whether that be to sign up for an educational seminar, book an appointment, or download additional information – consumers can take action sooner.
Bigger Goals for the Long-Term
While marketing’s goals are often focused on revenue generating activities, as healthcare continues its shift away from a fee-for-service (FFS) model, it is more important than ever for your team to be highly impactful in supporting population health. Using a CRM helps you effectively communicate with unique populations and diverse needs. Whether it be engaging with healthy consumers to encourage them to use appropriate care or encouraging suitable screenings to at-risk consumers, marketing can play a huge role in wellness and population health initiatives.
One good place to start is with a mammography screening campaign. Your CRM can help you target females who have not had recent screenings, taking into account their age, known family history, etc. and exclude those with a recent breast cancer diagnosis using your organization’s individual utilization data. In addition to your ability to send personalized content with relevant imagery to the right people, you can also easily run a two-phased approach with this campaign. We often recommend beginning with a high level awareness campaign for the initial communication, then following up with non-responders and sending another message with more detailed, serious education as a follow-up a few months later. By sending a multi-touch campaign, you can analyze which message resonated best and adjust your campaign accordingly.
Regardless of which campaign or campaigns you begin with, using CRM and lead management technology enables your organization to tangibly measure and track your consumers’ journey and show specific and overall results. This helps with both the short-term and long-term goals, from understanding downstream utilization of those who took the initial action (filled out a form, attended a seminar) to how many of those consumers ultimately used the service line (saw a physician, had a surgery).
Moving quickly and starting small with your CRM can produce a big bang that helps your consumers, community, organization, physicians, and your team.
Want to learn more about operationalizing and advancing your healthcare CRM strategy? Download our guide to the 20 Most Popular Use Cases for Healthcare CRM.