Five Mission-Critical 2 Capabilities...marketing automation platform, digital marketing systems, and contact center. If your vision for healthcare CRM extends to include patient support

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The Definitive Guide to Healthcare CRM

A practical guide for successful CRM selection, implementa-tion, and value creation

What can CRM do for me in...

Five Mission-Critical Capabilities

EXCERPT FROM:

The Definitive Guide to CRM: A Practical Guide for Successful

CRM Selection, Implementation, and Value Creation

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In this chapter, we’ll answer your questions about:

• What capabilities are essential for healthcare CRM success?

• How important is CRM integration with the rest of my

martech?

• What kind of measurements do I need to maximize

effectiveness and show ROI?

• What role does lead management play in CRM success?

Chapter 3

Five mission-criticalcapabilities

Based on our experience working with dozens of hospitals and health systems in the CRM selection process, the following five capabilities are deemed “mission critical” across CRM implementations. Select a CRM that is strongin these five areas or risk a failure to launch!

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IF YOUWANT TO

REACHTHE MOON,YOU NEED

TOP-NOTCHEQUIPMENT

Chapter 3

CAPABILITY FIVE

Real-time integration and data hygiene

Across industries, it seems the top obstacle to achieving

marketing’s goals is access to more advanced analytics

for smarter decision-making and the top barrier to a

single consumer view is having a CRM technology that

can integrate consumer data points in real time.

A Healthcare CRM will work out only if it ultimately integrates with all other critical consumer systems in the ecosystem. This is no small undertaking. Healthcare CRM isn’t the main data source, and it needs a connection to multiple applications to bring value.

GO, NO-GO CHECKLIST

Contemporary, best-of-breed healthcare CRM solutions should be able to accept HL7, clickstream, and other forms of behavioral data in real time, augment it with commercially available consumer demographic and psycho-graphic data (from sources like Experian), and deliver a layer of predictive intelligence that spans these components to achieve better accuracy, targeting, performance, and real-time engagement.

The CRM will work bi-directionally with your web CMS, marketing automation platform, digital marketing systems, and contact center.

If your vision for healthcare CRM extends to include patient support and health coaching for high-risk populations, you'll need integration of your organization’s claims data, and consumers’ wearable device data.

Data hygiene is performed by the vendor to add new movers, standardize data, match records, identify changes of address, and suppress both deceased patients and patients who have opted out of marketing communications.

Because direct mail is still a very relevant and effective marketing tactic for healthcare, your consumer database should be cleansed and updated with National Change of Address, postal sorting, and ZIP code information for use in print campaigns.

4Five mission-critical capabilities

CAPABILITY FOUR

Intelligent targeting

The best CRMs include powerful, yet intuitive,

segmentation capabilities with embedded predictive

analytics to help marketers and their systems easily

identify and extract the individual prospects and

patients most likely to need services and respond to

personalized marketing communications. Intelligent

targeting is used for building the ideal audience,

including an audience of one, for purposes of patient

acquisition, cross-promotion, and improving

population health. This targeting can work for

building direct mail and email lists, Facebook

Lookalike Audiences, web targeting groups, etc.

CAPABILITY THREE

Two-tier performance measurement

The transition to digital has affected the speed at

which marketers can target and measure campaign

effectiveness across multiple channels, at multiple

stages of the marketing funnel. Contemporary

healthcare CRM data models and reporting tools

should be expected to support today’s demand and

capabilities for real-time, cross- channel campaign

intelligence covering everything from impressions

to calls and clicks for appointments, procedures,

and revenue. Through real-time measurement,

they should help marketers understand what

campaigns, channels, and tactics are working and

which ones are lacking effectiveness, then make

timely adjustments and optimizations to improve

overall return on marketing investment (ROMI). To

measure actual revenue and contribution margin

impact, they should also be able to follow a

consumer through the healthcare journey from

awareness, to consideration, to conversion, to

appointment, to procedure, to reimbursement.

5Five mission-critical capabilities

CAPABILITY TWO

Lead management

Unlike the retail and hospitality industries,

prospective patient data collected via a web

form is often considered Protected Health

Information (PHI), which has specific security

implications and requires special handling. In

addition to this nuance, many consumers prefer

to speak to someone on the telephone, making

call tracking and contact center integration

a critical component of a mature CRM’s lead

management system. A lead management

system should empower marketing to track both

digital and offline campaigns in a single console,

monitor the quality and timeliness of responses

to inbound leads, and address operational

bottlenecks that compromise both campaign

performance and consumer satisfaction.

HOUSTON, DO WE HAVE A PROBLEM?

6Five mission-critical capabilities

CAPABILITY ONE

Cumulative pipeline view

A good way to keep score is with a cumulative pipeline

view. A cumulative pipeline view is a breakdown of

each stage in your marketing funnel, usually outlining

how many leads are in each stage with an option to

drill down to the specific leads, and the campaigns

from which they came.

Typically, in a marketing funnel, there are weak areas where leads tend to drop off. It is caused by one of the following:

• Poor lead management

• Failing to nurture leads in the pipeline

• Organizational errors

• Complexities in the process that deter

potential patients

Marketers who understand how operational

challenges impact campaign performance and

ROI strongly prefer CRMs that automatically track

prospects in each step and show where those

bottlenecks are in a visual form. Having a pipeline

view helps cross-functional leaders identify those

weak points in the conversion process at a high level

and really dive into the problem. Some systems will

even give you alerts when a lead requires action.

7Five mission-critical capabilities

TOTAL LEADS: 18,955

There you have it…

everything you ever wanted to know (and then some) about healthcare CRM. Whether your organization is a first-time CRM buyer or looking to replace an existing healthcare CRM with a contemporary solution designed for the digi-tal era, now you understand why CRM is the technology that will propel your organization into the new era of relationship-based marketing and consumer experience enablement with quantifiable results.

Undoubtedly, healthcare CRM is constantly evolving. We’ll continue to stay on the forefront of CRM trends and keep you up-to-date with our website, blog, and CRM resources at https://partners.healthgrades.com/systems/healthcare-crm.

CONCLUSION

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