Today’s marketers must be strategic and results oriented – spray and pray campaigns are no longer acceptable, and to be successful you must understand your market in depth. With a tool like a healthcare CRM, you can use the powerful duo of data and execution first to help you determine which consumers likely need your providers and services and then to effectively market to them.
Whether you are just getting started with your healthcare CRM or are a veteran, knowing how to effectively identify market opportunities within your database will give you key insight into where need exists, whether for particular service lines or procedures or even around general awareness. This knowledge helps you identify the consumers to target who are most likely to respond to your campaigns, an imperative step toward reaching your marketing goals.
As with any organization, understanding your market holistically is the way to go. Use both your own knowledge and research combined with the data in your CRM to understand your demographics and target market. i.e. Do you have a predominantly aging population or millennials in your area? Is there a high level of Medicare/Medicaid consumers or are they mostly commercially insured? Your CRM can provide the answers to these and countless other questions.
As they say, data is king. And coupled with the power of analytics, propensity models, and reporting, your CRM can provide a framework for where you need to direct your marketing efforts – helping you discover opportunities and act on those strategically.
Reports in your CRM should provide snapshots in time of what your database looks like. They should break down everything by age, gender, race, payer type, service areas, email addresses, and even propensity levels for different service lines, etc. This powerful data can help you identify markets and campaigns to focus on.
Setting Goals Based on Data
Incorporating financial and demographic reports from your CRM, you can create a more strategic plan where your goals are based on data. If you have a large population of commercially insured patients, you could set a goal to increase service line or procedure volume around more profitable procedures. Or, if you see a big population between the ages of 60-64 years old, you could do a Medicare prep campaign to encourage preemptive screenings to improve your value-based care goals. If you live in a booming metropolis where many millennials and young families are moving in, perhaps you focus on new mover campaigns, to build awareness and brand loyalty early or promote your urgent care facilities that offer same-day appointments or virtual visits.
Then, applying propensity models to your database, you can also set goals for specific service lines and more effectively engage consumers. These campaigns could include an HRA CTA for those with a propensity for heart issues. Or, if you have a new orthopedic surgeon, you can leverage your CRM to target consumers with a propensity to need orthopedic services, particularly those who have not seen one of your other ortho physicians if the last 12 months. These kinds of campaigns help you raise awareness for your new physician and encourage healthy behaviors, without both poaching your other physicians’ patients and not wasting budget on marketing to a consumer that has already had a service with your organization.
Keep the Momentum Going
Once you’ve begun developing campaigns based on data from your CRM that shows where your consumers’ greatest needs are, you can keep the engagement going with a secondary goal of email acquisition. Email campaigns are extremely important and effective, but many healthcare organization databases are low on viable email addresses. To increase the number of email addresses for use, set email acquisition as a secondary goal in any campaigns you run. For instance, make it a required field on your digital HRAs, event registrations, patient portal log in, appointment sign-in, and newsletter opt-ins. This will enhance the opportunities you have to nurture relationships and convert consumers to loyal patients through multi-channel marketing touchpoints. And as your email database grows – it provides a powerful moment of truth to see the fruits of your labor and expand your reach to engaging consumers in their health – having a future effect on enhancing population health and value-based care initiatives.
A Partner to Guide the Way
Your healthcare CRM vendor should work hand-in-hand with you as a partner to train you on the technology, educate you on the terms, ensure you understand which data fields are available, and how you can use those to best target your market. Once you are up and running, you should be empowered to explore your prospect and patient data and create targeted lists for your specific campaigns.
Think of your CRM and the powerful data it holds as your new best friend, not a casual acquaintance – spend quality time getting to know it, and always ask questions of your CRM partner along the way. Whether you are looking for a specific trend, or digging into your database to explore opportunities, seek to understand both the tools wherein and the data fields available at the onset.
The data and tools in your healthcare CRM hold doors of opportunities to effectively find, attract, and communicate with your consumers and patients. To learn more examples of ways to utilize your CRM for strategic marketing, download: The 20 Most Popular CRM Use Cases.