Five Mission-Critical 2 Capabilities...marketing automation platform, digital marketing systems, and...
Transcript of Five Mission-Critical 2 Capabilities...marketing automation platform, digital marketing systems, and...
1Chapter 3
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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