Not long ago, customer relationship management or CRM systems were thought to be purely marketing tools, unsuited to the healthcare landscape. But now that there is a greater understanding of their robustness, CRMs have become widely adopted in the industry, with many large caregivers adopting them as key components. This blog post aims to highlight 5 practical reasons healthcare businesses should adopt a CRM.
Healthcare CRMs have, in essence, evolved to become a necessity for clinics, hospitals, and outpatient centers to engage new patients and retain them. It has often been said that healthcare businesses deal with patients, not customers, but that line is as blurred as ever. While the primary goal of these setups is to provide health services, at their core, they are still businesses and they strive towards growth and profit as others would.
Healthcare CRM can be adapted to meet the needs of caregivers. It can be used to maintain a communication channel with patients directly or with referring organizations. That first role mainly focuses on maintaining the relationships built with existing patients through such things as sending appointment reminders, setting schedules, maintaining appointments, providing post-checkup follow-ups, and so on. The second revolves around maintaining relationships with referral partners, such as organizations or individual physicians. Both of these are modeled into different modules:
- A communication module that initiates and tracks interactions with patients through calls, texts, and emails.
- A task management module that is staff based and enables task addition, assigning, viewing, tracking and updating on their completion. It can be used to evaluate staff performance as well.
- A reporting module that is marketing oriented and measures ROI on certain marketing campaigns and fulfilled patient visits.
- A patient management module that is centered on patient record management, patient segmentation, and patient communication
5 reasons healthcare businesses should adopt a CRM
Whether your setup is a retail health clinic, an emergency response center, an outpatient center, a physician’s office, or a large hospital, you stand to gain a lot if you implement a healthcare CRM. Here are 5 convincing reasons why.
Improved customer experience
Today’s patients desire an individual approach to their care. The CRM system will provide all the relevant patient details, including but not limited to their age, gender, profession, and birthdays. This information enables personalized communication with a patient on things such as, procedure discounts, medical trials that are relevant to them, and reminders of their appointments. On the side of the caregiver, it enables physicians to keep track of their appointments and schedules, thereby reducing patient waiting times. In the end, each patient feels cared for more personally, improving on their permanent retention chances.
Marketing campaigns are better planned, implemented, and reviewed with a CRM. While it is entirely possible to calculate your return on marketing investment on paper, the process is more simplified with this system as it tracks your progress throughout the lifetime of the campaign and provides detailed reports in real-time. This allows you to see which ones are most fruitful in terms of leads generated, clinical conversions, and the costs of these acquisitions. These campaigns can then be personalized to different patient segments for more personalized communication.
A CRM maintains detailed data of all patients so this information is never retaken from patients across different physicians and referral centers. The caregiving staff is able to access records and follow through with all activities that need to be completed. The system additionally has a security component, which limits access to medical records to only authorized personnel, encrypts data that is deemed to be sensitive, and backs up all data for restoration in the event that it is lost.
Better patient tracking
The process of referring patients to specialist care is inevitable in the healthcare industry. Tracking of these patients throughout all stages of care is difficult without a centralized system, which a CRM provides. A doctor can, therefore, know which specialists their patient has visited and can access the information that they have given. This seamlessness allows for a quick resumption of interrupted care.
Better Patient Insights
A cloud-based CRM for healthcare is essential in improving patient loyalty, quality of care, and quality of services rendered. Understanding the moods of patients, their satisfaction levels, and their likelihood of referring services to their friends and family leads to better business. This is all made possible through data that the CRM collects, which further can be condensed into reports that can provide a deeper insight on what new marketing campaigns can be introduced or which existing ones can be reinforced.
Healthcare CRMs have become a mainstay in healthcare businesses. While they cannot alone guide a clinic or hospital towards increased revenue, they can certainly pave the way towards it. They are an indispensable tool towards personalized care and the fact that they can be configured and customized to different setups shows that they are part of a better, patient-centered healthcare future.