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By Prem Ranjan On 20 Jan 2020
A decade and a half ago, the healthcare industry wasn’t immediately concerned with a CRM and the kind of upside it could provide. The practice of healthcare was assumed to be more about taking care of patients and not necessarily consumers. The industry viewed CRMs as mostly contact management systems or just a database of names that helped with a focused direct mail outreach. At that time, most healthcare providers were devoid of marketing teams and the few that had a team certainly didn’t leverage technology in a meaningful way to maximize their results.
However, thanks to large scale digital transformation and the ubiquity of mobile devices, healthcare marketing isn’t what it used to be. Consumers are more informed than ever before and expect very customized care experiences from their providers. It goes without saying that all elements of the healthcare ecosystem must evolve to meet these changing expectations and the marketing department is no different – the need of the hour is to place the customer first and utilize intelligent insights to create personalized offers and campaigns.
To support this advancement, the right tools and technology need to be implemented. The main framework required is a healthcare analytics system that is supported by a Customer Relationship Management (CRM) platform.
CRM technology can provide consumers with pinpointed information about the efficacy of the communication channels they choose. In a data-dependent industry, a healthcare CRM can help in capturing abundant patient data and use it effectively to generate actionable insights. It should provide significant knowledge that helps healthcare marketers deliver personalized experiences while achieving growth through intelligent patient acquisition and retention strategies.
Consumer Data Security is Paramount in Healthcare
Several companies are working with rich data sets to best target their healthcare consumers. These data sets support myriad use cases ranging from national change of address data in new mover campaigns to social security death master records to abstain from reaching expired customers. While diving into condition-explicit analytics to power re-targeting and awareness campaigns, even HL7 standards are bumped upon. All of this conveys the importance of focusing on security of healthcare patient records and not glossing over important regulations in the short-term interest of running a timely campaign.
CRM Systems and Healthcare Marketing: A Winning Combination
Almost all hospitals and healthcare providers are aggressively vying for patients and this is true in both developed countries as well as emerging economies. In this inexorably competitive environment, CRM solutions are becoming necessary tools to not just touch the right audience with the right message, but to draw them into engaging conversations, keep them informed of timely offers, track the viability of these interactions and report on ROI.
Every hospital and healthcare system, regardless of size, benefits from a well-designed CRM solution if executed effectively. It helps organizations build engaged, committed and loyal audiences.
Healthcare marketing requires a CRM with features like:
Advantages of a Healthcare CRM
What should you look for in a CRM vendor?
In today’s cluttered landscape, choosing a CRM can be an exhaustive experience as it involves comparing several products that all seem to have similar features and pricing. Scratch beyond the surface and you begin to understand the nitty gritties of each tool along with their upsides and limitations. And this is only at a horizontal level – it would also be beneficial to evaluate CRM vendors who understand the healthcare market. As a set of guiding principles, you should look at the following traits in a CRM provider:
However, no CRM is a plug and play solution and needs the right kind of expertise to ensure its implemented seamlessly and is being leveraged to its optimal potential.
There is a lot to going on in their core business for most healthcare providers, we’d recommend leaving the implementation, management and evolution of an integrated technology platform to the experts who do it day in and day out. Let us know if we can help.
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Prem is a Senior Engineering Manager at Happiest Minds with more than 13 years of experience in domains such as Media & Entertainment, Sports, Retail, Healthcare, Education and E-Commerce. He has worked on various technologies including but not limited to Java, Mobility (Android, Ios, Blackberry), Java Open Source Technologies like Javascript, Angular, Node JS and Express, AWS Cloud, Devops and various types of database.
Prem has done his Bachelor of Engineering with specialization in Computer Science from Visvesvaraya Technological University.
Prem Ranjan
Prem is a Senior Engineering Manager at Happiest Minds with more than 13 years of experience in domains such as Media & Entertainment, Sports, Retail, Healthcare, Education and E-Commerce. He has worked on various technologies including but not limited to Java, Mobility (Android, Ios, Blackberry), Java Open Source Technologies like Javascript, Angular, Node JS and Express, AWS Cloud, Devops and various types of database.
Prem has done his Bachelor of Engineering with specialization in Computer Science from Visvesvaraya Technological University.
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