Many providers cannot say that marketing is an integral part of their patient interaction strategy. As a result, healthcare organizations often invest in public relations and advertising without a well-formed plan, which also cannot help develop relevant KPIs, achieve business goals, and increase revenue. The lack of a structured approach to communication and interaction with people makes it difficult to gain new patients and retain existing ones.
In particular, some patients may be poorly served without the knowledge of the provider:
- ‘Forgotten’ patients. Most patients need regular follow-ups, whether it’s tests, appointments, vaccinations, or procedures. For example, patients with benign liver tumors will definitely benefit from timely recommendations to check their condition, pass another MRI, or an ultrasound to track the progression of the disease. It is with any patient, not just chronic patients or oncologists. Patients with recurrent URTI may also benefit from additional services such as timely vaccination offerings.
- “Unfaithful” patients.. Patients have multiple reasons to choose their providers wisely, from insurance-related to personal. Therefore, some patients choose different caregivers for different services, for example, receiving massage in a clinic, going to a PCP in private consultation and visiting a dermatologist in one of the facilities of the health system. For the provider, this translates into lost revenue. Healthcare organizations need a motivated patient to receive all possible services from them and not others.
To become the patient’s primary choice, providers need an adjustable marketing strategy that allows them to customize the focus to the patient’s needs. To ensure careful interaction with patients with a thoughtful business roadmap, some caregivers choose to go there. medical CRM software. Here’s why.
CRM can detect opportunities for attention
When aligned with data analysis, CRM can detect patients who are more likely to benefit from a particular service as well as complementary ones. It can also be helpful to turn leads into patients if a provider has relevant medical history information available.
By analyzing the conditions and diseases of lead, CRM can publish the list of recommended activities for that person, for example, advising an appointment with an ophthalmologist if the medical history shows low vision or myopia. The same with existing patients, where the health CRM can ensure an even better consultation on the services to be offered thanks to a larger volume of accessible patient data.
CRM can predict cross-care options
Healthcare CRM is a bit like an online store with a variety of filters to look for what you need. The difference is that CRM has an infinite number of filters, so vendors usually opt for additional healthcare CRM consulting. When all criteria and metric combinations are possible and customizable, you just need to know what you’re looking for. One of the options for generating revenue is the provision of cross-cutting care opportunities based on patient data.
When the system analyzes the profile of a specific patient with health data including subjective, objective, prior diagnoses, and medications taken, it can create a status zone for each patient. This area can be visualized with a pie chart with sections on all patient conditions and diseases with segmentation by department (%). The percentage component indicates the likelihood that the patient will need services related to a particular department. In turn, each segment will contain the list of the most relevant additional services.
For example, a patient with scoliosis may need regular appointments with an orthopedist and a neurologist with additional massages, physiotherapy, reinforcement therapy, and exercise. For patients with early stages, exercise therapy and orthotherapy may be the items shown with a higher percentage of likelihood to help control scoliosis and prevent it from progressing. By being informed, the provider can contact this patient through one of the many channels available and ensure a personalized approach to their concerns and struggles.
CRM can detect best practices
When it comes to defining strengths and weaknesses within a healthcare organization, CRM is also here to help. Using data analysis algorithms, the system can help vendors extract best practices and thus define appropriate KPIs. For each individual caregiver, good practice may cover the best-performing department, the most cost-effective facility, or the revenue-generating patient segment. By leveraging these ideas, the organization can root its development and marketing strategy in facts, not perceptions.
It should also be noted that providers may refer to patient feedback for an additional source of KPI definition. After the appointment, the healthcare CRM can contact a patient through one of multiple channels (such as email or push notifications within an mHealth app) and ask them to leave a comment or approve a survey.
CRM workflows to govern them all
Healthcare CRM workflows are powerful tools capable of automating not only these above three capabilities, but also almost every point of contact in patient interaction and in the analysis of the provider’s marketing strategy. Caregivers only need to set the rules. Consider a few examples.
To ensure higher filing rates, healthcare CRM can analyze a patient’s profile and automatically set the most convenient time periods for that exact patient. When this patient is offered a personalized discount for an appointment, trial, or follow-up procedure, the system may also offer a set period of time based on prior decisions. A provider may communicate this offer as a specially booked time to make the appointment more convenient for that patient.
In another case, the CRM can analyze recurring time gaps in the use of medical devices or appointments for a couple of months. Aware of this trend, the provider will be able to plan the maintenance of medical devices or fill the less busy time periods with other activities.
When the next appointment is scheduled, CRM will notify both the patient and the physician about an upcoming event. These notifications can also be sent automatically just before an appointment, in case of missing an appointment and after an appointment to summarize and track. In addition, both the profiles of patients and those of health specialists contain the linguistic field. The scheduled appointment activates the system to match these languages and contact the interpreter to assist during the appointment in case they are different (e.g. English and Spanish).
Get by analyzing
When planning revenue and service growth, providers need to manage large amounts of data, as every detail is important. Even with all the analytics present, caregivers can overlook secondary but crucial information, such as the use of medical devices. Alternatively, they don’t even have an important source of data, such as patient feedback, that prevents them from achieving business goals (also click here to see how CRM collects feedback). Without healthcare CRM, authorized consulting, and additional adjustments, healthcare organizations act with the bandage. While understandable but not desirable for a private practice, this situation becomes critical for larger providers.