07/12/2018 in Blog
A CRM system is a powerful tool that helps health systems maximize their impact in the market and drive consumer engagement. Here are 3 common questions about your audience, and how CRM systems can provide answers.
How do I find my most valuable audiences?
With a CRM system, marketers can locate their most profitable audiences by using patient and encounter data, as well as predictive models to find individuals most at risk. That information can be leveraged to analyze service line utilization and associated contribution margin within a specific geography for an at-risk population.
The resulting data can be used to segment populations and develop appropriate messaging strategies that address the needs of specific target populations. These insights can be applied across your media buy, from digital to direct mail, to billboards, to television. These campaigns may include patient loyalty initiatives and trigger campaigns that cross-sell services, or the data can inform acquisition strategies for non-patient populations.
What does my audience for any given service line look like?
One of the distinct advantages of CRM is the ability to take deep dives into customer and service line data. CRM allows marketers to isolate service line audiences to uncover multiple characteristics of a population, including demographic information (gender, age, race, household income, payer category), top procedures and conditions, types of encounters, subsequent of precursor encounter activity, and where those encounters occur.
Predictive models provide marketers with more detailed information related to a population's overall risk and the propensity of healthcare need. Additionally, analysis can be performed to evaluate a population's involvement with a healthcare organization and the level/types of reach and frequency needed to influence said population. This means you can target the right individuals at the right time with the right message and be at the forefront of spotting trends with your patient makeup as they emerge.
How should I communicate with my primary audience?
Determining which communication channels(s) to use to reach and motivate populations is a challenge. Once a marketer determines which service line to promote, who the target audience is, and which factors are used by that audience to make a healthcare decision, a channel and messaging strategy are devised to reach and motivate these individuals.
Using engagement indexing tools, CRM can assess an audience's likelihood to engage with promotional content, which can be leveraged to inform marketing channel and messaging strategy. CRM also provides marketing with timely data on channel performance in isolation and as part of a larger campaign, so that marketers can make decisions and adjustments based on channel effectiveness.