5 Elements of a Consumer-Centric CRM Solution

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05/09/2018 in Blog

A Customer Relationship Management (CRM) system provides valuable data that allows you to communicate with customers and prospects in a personalized, meaningful way.  To drive real behavior change and ensure your messages are both consumer-centric and compelling, your organization must incorporate these five elements into your CRM:

  1. Data: This is the foundational element of consumer-centered CRM. It starts with consolidating multiple organizational data sources (including clinical, financial, and marketing) and third-party information. Then the data must be fused into a single source of truth. Finally, the data requires regular maintenance to remain relevant, including updates, cleansing, and scoring.

  2. Segmentation Models: Identifying and segmenting your target audience is critical to a successful CRM strategy. The key to this step is data modeling. Data models can be:

    • Predictive (Who has the greatest need for your services?)

    • Payer-based (Who can best pay for your services?)

    • Behavior-based (What messaging will best reach specific patients?)

    • Psychographic (How do consumers prefer to receive their healthcare information?).

  3. Insights: To turn data into action, marketing interventions must support health goals. Build better relationships with consumers and patients by using your CRM to interact with them and track their responsiveness.  

  4. Integration and Marketing Automation: A consumer-centered solution requires the breakdown of healthcare’s information silos. Data must flow back and forth to support multiple functions. You must technologically support the consumer journey, from initial data collection and opportunity analysis to provide personalized marketing automation and improve clinical encounters.

  5. Tracking, Measurement, and Reporting: You can only manage what you measure. Data analytics are critical to creating measurable marketing ROI that supports your consumer-centric focus. Ensure you can measure messaging activity, conversion, and financial performance. This information will empower your marketing professionals to learn, adjust, and repeat the consumer-centric marketing cycle more effectively each time.

Let CRM Carry the Workload

Creating real behavior change and inspiring a community to take control of their health sounds overwhelming.  With limited resources and growing expenses, how can you deliver consumer-centered marketing communications without increasing your staff's workload? Rely on your CRM insights and marketing automation.

By integrating information on apps and other consumer-facing tools into emailed welcome kits, there is an opportunity to effectively enable recipients to self-select into a variety of information campaigns. Using smart technology instead of man hours, health systems can find better ways to lead consumers into taking specific actions.  This can be anything from scheduling an appointment, to refilling a prescription, to tracking their daily health activities. The most important thing to remember is that consumer-centric marketing is about putting individuals in the best position to achieve their healthcare goals.