The Future of Healthcare CRM is Now

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03/07/2019 in Blog

Data. We all know we need more of it. Most of us have a hard time weeding through it for actionable insights.

Whether your healthcare organization has already invested in healthcare customer relationship management (CRM) software or not, you’re probably feeling pressure from leadership to make more data-driven decisions and prove the financial worth of your marketing efforts. Plus, the more data you’re asked to organize and pay attention to, the more apparent it becomes that you need help – you can’t do it all alone with a handful of spreadsheets and unrelated tools.

Healthcare consumers are driving this change. They’ve changed the way they search for and select providers. Their expectations for a seamless, personalized digital experience have expanded into their healthcare decision making process. And your organization has to compete – with other healthcare organizations, and even other industries encroaching into the healthcare space – in order to gain, and keep, the attention of these consumers. This is where CRM can help.

Healthcare CRM, once a tool ignored by all but the most sophisticated organizations, has become essential to driving and tracking your team’s success.

Beyond segmenting your audience, providing predictive models to reach the right consumers, and driving goals like service line growth, modern healthcare CRM has capabilities that expand its potential to influence consumers outside of marketing’s efforts as well as evolve the healthcare consumer experience. 

So, when you’re planning your healthcare CRM strategy, what are the top three trends that can help you shape the vision for your organization’s future?

1. CRM data can power highly personalized experiences across websites, social channels, and more.
The ability to use CRM data to influence information, images, and more served up on your website and across social campaigns and interactions should be a core feature of any CRM tool today. As consumer expectations evolve, you’ll need data on a more diverse set of behaviors as well as real-time insights so you can track and interact in more relevant and helpful ways across more channels. The real impact your CRM data can have on your website(s), social platforms, etc. today is through persona development and targeting. For example, if you segment your audience and execute targeted, persona-based (personalized) display and social ads that drive to your website, landing page, or microsite, the site experience can then be personalized to that persona. 

2. CRM data can solve business problems across your organization and throughout your consumers’ lifecycle.
Using CRM data to improve patient acquisition rates and drive service line revenue are also essential use cases for healthcare CRM, but to grow your business, your CRM should be able to solve a broader set of business problems for your organization. CRM data can be used to drive cross-sell opportunities for services, improve consumer lifetime value with more personalized and relevant interactions, expand referrals across service lines, and close gaps in retention rate by understanding where your consumer experience touchpoints need help. CRM insights can help determine where to build, purchase, or partner for your next location expansion as well as help determine what services to offer based on consumer demand and propensity within your specific market. Each of these use cases can have a positive impact on ROI while increasing consumer loyalty.

3. CRM data will become more intelligent and automated to drive decision making and improve ROI.
Big data, a big buzzword in CRM, means all the information consumers create – from keywords they use to content they share to webpages they visit to emails they open to medications they take to even how many steps their fitness tracker records each day – has the potential to be transformed into actionable insight for your marketing team, with the help of artificial intelligence (AI). When CRM systems get AI upgrades, the rules-based systems of service line and procedure scoring that inform segmentation and targeting will evolve into a self-learning algorithm. Your marketing team will then be able to predict the best offer for an individual consumer … at the moment of their interaction on your website or with your social profile or anywhere else. AI fueled CRM will empower your marketing team to adjust spending between programs based on a real-time understanding of benchmarks and ROI.

Some of these capabilities to expand and integrate your data across technologies and throughout the consumer journey are already possible today. With the right vendor and solution features, the future of CRM has already begun.  A strategic partner will have your organization’s short- and long-term goals in mind, to help you grow with the market instead of struggling to catch up from behind. 

Want more insight into healthcare CRM’s capabilities, use cases, and tips on getting your organization prepared for CRM? Download our Healthcare CRM Playbook.