Healthcare CRM Playbook
10 plays to help you score big wins
- Use CRM insights to inform your overall strategy
- Identify your best marketing opportunities
- Use predictive modeling to identify the highest value patients
- Dig deeper to target meaningful segments
- Master the consumer journey
- Leverage marketing automation for scale
- Think across channels and develop your own benchmarks
- Follow tracking & ROI best practices
- Communicate the impact of your marketing
- Partner with your population health leaders
A marketing team comprises many specialists who work together to educate consumers, attract them to the health system, and continue to build engagement and loyalty through meaningful messages and quality service.
To execute this strategy and win market share, the team needs a playbook that guides their decision-making and adapts to ever-changing consumer needs and preferences. In this playbook, Healthgrades provides the top 10 CRM plays to help your marketing offense score points and pull off some big wins.
Use CRM insights to inform your overall strategy
CRM is not just a system but a major strategy, so it’s important to think beyond the platform and what you can do in it. You’ll want to use insights from CRM to inform not only your campaign development, but also your overall approach to the market. A simple framework for this approach is provided here.
The insights you glean from CRM will enable you to analyze and prioritize market opportunities, predict those who will require your services, engage current and future patients, and inform stakeholders about the results your programs are generating — all in a way that lets you prove your impact. Think about this as a continuous cycle.
Analyze and prioritize market opportunities — so you can make data-driven decisions and focus your efforts where they will matter most.
Predict those who will require your services — before their moment of need.
Inform stakeholders about key program metrics and the ROI your programs generate so you can prove your value — then use the data to get even better.
Engage current and future patients with targeted content, at the right time, through the right channels with the help of intelligent marketing automation.
Identify your best marketing opportunities
A CRM platform can be instrumental in identifying market opportunities and determining where to invest your marketing dollars. Gain new insights about your market, make smarter decisions, and target more effectively by:
Analyzing service lines. Prioritize those with the greatest opportunity by understanding year-over-year trends, estimating the value of growing a service line, and comparing the average financial value of a patient across service lines.
Profiling consumers in your market. Evaluate and select the types of audiences you want to target by understanding demographic and psychographic traits, examining utilization patterns, and assessing medical needs and financial characteristics.
Identifying geographic opportunity. Focus your campaign investments by using CRM tools to identify the best populations by geography based on consumer need, risk, demand, digital engagement, and more.
Use predictive modeling to identify the highest value patients
Predictive models are the quarterback of a CRM strategy. With strong predictive modeling tools, your team can dig into at-risk populations to uncover the attributes shared by those patients and prospects who are most open to receiving your messages — and easily find, reach, and engage them, making the most efficient use of your marketing effort and spend.
The most accurate models combine consumer data with medical data and can help you reach 85% or more of patients most likely to need services by reaching out to only 20% of a defined population.
Not all CRM systems are created equal. Identify and familiarize yourself with the predictive models available and understand what they can tell you about patients and prospective patients at risk, estimated revenue per patient, channel availability, and more.
Dig deeper to target meaningful segments
Once you’ve identified the service line priorities and target audience that best meet your goals, you’ll want to segment your audience into meaningful groups so you can personalize your messages.
Personalization increases messaging relevance and drives higher rates of engagement and conversion. By segmenting your target audience into unique segments, you can develop personas for each segment to inform your personalization efforts.
Personas represent a portrait of a distinct consumer type or segment. They help marketers develop a more relevant experience by telling a story audience members can relate to. Audience segments should be differentiated on something meaningful such as financial value, medical needs, points of entry (e.g., primary care, ER), or cohorts (e.g., female heads of household).
Segments and supporting personas should be identifiable in your CRM database and actions should be measurable. This ensures you can track and report on changes and improvements.
Use segmentation and personas to prioritize audience targets and inform messaging and call-to-action development
Explore details of the Kiddie Kastles persona
Master the consumer journey
Leverage marketing automation for scale
Marketing’s job is shifting away from campaign execution to a role centered on identifying and using context to create a repeatable cycle of interactions, drive deeper engagement, and learn more about the customer in the process.
AI: The Next Generation of Marketing, Forrester, 2017
Think across channels and develop your own benchmarks
Take advantage of the opportunity to consolidate metrics across channels and develop a global view of how your campaigns perform.
Utilize the dashboard capabilities of your CRM platform to analyze results by channel across the consumer journey, identify your top channel mixes driving to conversion, and more.
Set benchmarks and goals based on your experience. Measure your programs and use the data to answer the question, “Are we getting better?
Follow tracking & ROI best practices
Communicate the impact of your marketing
Fortunately, best practices in this area are beginning to emerge:
Involve your finance team in the approach and methods you will be using to evaluate success; they will need to be engaged upfront to provide financial data for ROI calculations
Utilize dashboards and other data visualization tools from the CRM platform to inform the C-suite and make your case with impact
Give executives access to relevant dashboards and metrics, but try to set up ongoing reviews and reporting to reinforce results in terms of hard financials
Make it a habit to constantly communicate the value of CRM system efforts so you can preserve or even grow your budget
Leverage the expertise of the CRM partner to help you prepare for conversations about results, ROI and attribution, and support delivery where appropriate
Partner with your population health leaders
Addressing the Needs of Your Rising-Risk Patients, Advisory.com, February 2018
The top ways a CRM platform can enhance population health efforts
As a marketer, you’ll want to become adept at applying CRM insights to population health challenges. Most population health initiatives target patients based on clinical data, but 80% or more of a population's healthcare utilization and costs can be related to non-medical care factors. This makes it critical to understand how to best target patients based on social determinants as well.
1 A call to be whole: the fundamentals of health care reform, CT. 53, Sowad, Barbara J
For examples of these strategies in action, read
The Longitudinal Consumer Journey: Integrating CRM and EHR Systems to Improve Patient Engagement.