Salesforce Health Cloud: A focus on patient acquisition


The era of patient consumption challenges healthcare providers to focus more on the patient with the help of technology. However, most healthcare organizations are stuck with their legacy systems that offer no tools to interact with patients more actively.

As a result, many providers are looking for external applications to integrate with existing architecture and improve it to the required level of patient focus. In this case, Salesforce Health Cloud claims to be just the solution. Be a cloud-based healthcare CRM, offers a handy shortcut for providers to manage patient acquisition, care management, and patient participation at the same time.

However, it is too early to take our hats off skepticism. Although Salesforce is a recognized expert on sales automation, healthcare is an area of ​​many rules and nuances, especially when it comes to acquiring new patients. In this article, we inspect the platform’s patient acquisition features and conclude Health Cloud’s capabilities to help providers relate to their future patients.

How Health Cloud helps acquire patients

Health Cloud allows providers to divide their patient acquisition activities into two main groups: physician referral management and direct patient care. We will review each of them and highlight tools and approaches that are especially interesting for consumer acquisition.

Management of the doctor’s referral

Within the referral management module, vendors have a set of tools to analyze each referral event separately and find answers to questions such as what, where, when, and how referrals arrive.

Within the control panel for managing physician relationships, providers can track a wide range of assigned KPIs, including top referral physicians, top revenue-generating physicians, top referral practices. , weekly activities and more.

And it doesn’t stop there. Health Cloud also allows healthcare organizations to see a bigger picture of their efforts by looking back at the history of previous activities with all the results, which helps them make informed decisions about future campaigns.

Direct patient care

When it comes to direct patient care, Salesforce Health Cloud encourages providers to expand their business through a variety of channels, whether it’s emails, incoming calls, digital forms, targeted ads, post-referral communication, and more. . Each activity is tracked and placed on the timeline to show the acquisition effort and its results for each patient.

Run all the way

With integrated email marketing tools, providers can contact potential patients in a subtle and delicate way, using analytics to optimize email-based acquisition. The only possible gap we see in this scenario is that suppliers may have too little information about their potential customers during the first shipment. However, Salesforce’s healthcare CRM is packed with state-of-the-art forecasting mechanisms that will advise suppliers on an optimal range of e-mail frequencies, as well as guidance on best practices formed from previous campaigns. All to make the first email actionable.

Creating the unique journey of the patient

Salesforce then introduces the Journey Builder feature that has already found recognition in other industries. It allows you to create a personalized experience for each patient with the help of triggers, dependencies if any, planned and postponed activities and case-by-case events, all placed on a map and organized in a structured tree.

Vendors can test and analyze their activities within a medical CRM by creating unique interaction scenarios, just by dragging and dropping the selected items on the map. The analysis module will highlight triggers, campaigns, mailings, and more. more impactful and will advise suppliers on effective procurement techniques based on previous actions.

It will not leave them hanging

If a potential patient schedules an appointment, providers will also have the opportunity to improve the patient experience even before their office visits thanks to extensive automation options: appointment notifications, pre-appointment tips. visit and frequently asked questions, pre-visit health assessment surveys and more.

But providers must also create a plan B for future naughty patients. If a potential patient skips their first appointment, a healthcare CRM offers plenty of ways to get it back. For example, it may be an email stating that skipping an office visit is not a crime and that the patient can still reschedule their appointment. Providers can even set a chart with doctors ’schedules to help the patient immediately find a convenient time slot. The patient is then encouraged to make a call, answer an email, or choose an appropriate date within a branded app.

The verdict

Health Cloud opens up a wide range of opportunities in patient procurement for providers. It can become a real lifeline for many healthcare organizations, as integrating an application with the existing system is much easier than reconnecting the entire IT infrastructure. Still, that Healthcare CRM could use some improvements.

For example, we would like to see a map scanning feature that shows the percentage of nearby population covered by the healthcare organization. If the surrounding area shows growth prospects, providers can plan offline and online campaigns to offer patients discounts or bundled services to residents in exchange for their contact information.

Still, Salesforce understands the future demand for patient-centered care in the age of patient consumption and responds to that demand with an impressive CRM solution. We recommend you try it.

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