Customer relationship management (CRM) is about learning as much about your customers as possible, so you can communicate with them in personalized, meaningful ways that result in positive behavior change. To make these steps both patient-centered and effective, your organization must incorporate five elements:
- Data: This is the foundational element of patient-centered CRM. It starts with consolidating multiple organizational data sources (including clinical, financial, and marketing) and third party information. Then experts fuse the data into a single source of truth. Finally, the data requires regular maintenance to remain relevant, including updates, cleaning, and scoring.
- Segmentation Models: Identifying and segmenting your target audience is critical to a successful CRM strategy. The key to this step is data modeling. Data models can be:
- Predictive (who has the greatest need for your services?),
- Payer-based (who can best pay for your services?),
- Behavior-based (what messaging will best reach specific patients?), and
- Psychographic (how do patients prefer to receive their healthcare information?).
- Insights: To turn data into action for your patients, you need a solution with the platform and expertise to support complex marketing interventions that support health goals.
- Integration and Marketing Automation: A patient focus means breaking down healthcare's information silos. Data must flow back and forth to support multiple functions. You must technologically support the patient journey, from initial data collection and opportunity analysis to personalized marketing automation and clinical encounters.
- Tracking, Measurement, and Reporting: You can only manage what you measure. Data analytics are critical to creating measurable marketing ROI that supports your patient focus. Ensure you can measure messaging activity, encounter conversion, and financial performance. This information will empower your marketing professionals to learn, adjust, and repeat the patient-centered marketing cycle more effectively each time.
Contact Laura Wagner, Marketing Manager for more details at (269) 927-5296.