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The key to increasing profits with healthcare CRM

Many providers just can’t call marketing an integral part of their patient interaction strategy. Accordingly, healthcare organizations tend to invest in PR and advertising without a well-formed plan, which can’t help either in developing relevant KPIs, achieving business goals and increasing revenue. The lack of a structured approach to communication and interaction with individuals hinders winning new patients and retaining the existing ones.

The key to increasing profits with healthcare CRM

Particularly, some patients may be underserved without the provider’s awareness of it:

  • ‘Forgotten’ patients. Most of the patients need regular follow-ups, be it tests, appointments, vaccinations or procedures. For example, patients with benign liver tumors would definitely benefit from timely recommendations to check on their condition, pass another MRI or ultrasound to track the disease progression. It is with any patients, not only chronic or oncology patients. Patients with recurrent URTI can also benefit from such additional services as timely vaccination offerings.
  • ‘Unloyal’ patients. Patients have multiple reasons to choose their providers wisely, from insurance-related to personal ones. Therefore, some patients pick different caregivers for different services, for example, receiving massage in a clinic, coming to a PCP in private practice and visiting a dermatologist in one of the health system’s facility. For the provider, this translates into missed revenue. Healthcare organizations need a motivated patient to receive all possible services from them and not others.

To become a patient’s primary choice, providers need an adjustable marketing strategy that allows personalizing the approach to patient needs. To ensure careful interaction with patients with a thought-out business roadmap, some caregivers choose to go with healthcare CRM software. Here’s why.

CRM can spot care opportunities

When aligned with data analytics, CRM can detect patients who are more likely to benefit from a particular service as well as complementary ones. It can be useful, too, for converting leads into patients if a provider has the relevant medical history information available.

Analyzing the lead’s conditions and diseases, CRM can output the list of recommended activities for this individual – for example, advise on an appointment with an ophthalmologist if the medical history shows low vision or myopia. Same with existing patients, where healthcare CRM can ensure even better consulting on services to offer due to a higher volume of patient data accessible.

CRM can predict cross-care options

Healthcare CRM is somewhat similar to an online store with a variety of filters to search for what you need. The difference is that CRM has an infinite number of filters, thus providers frequently opt in for additional healthcare CRM consulting. When every criteria and combination of metrics is possible and customizable, you only need to know what you’re looking for. One of the revenue-generating options is forecasting cross-care opportunities based on patient data.

When the system analyzes a particular patient’s profile with health data including subjective, objective, previous diagnoses and medications taken, it may create a condition zone for each patient. This zone can be visualized with a pie chart with sections on the patient’s every condition and disease with segmentation by departments (%). The percentage component indicates the probability that the patient will need the 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 neurologist with additional massages, physiotherapy, bracing and exercise therapy. For patients with early stages, bracing and exercise therapy can be the items shown with a higher percent of probability to help with controlling scoliosis and stop it from progressing. Being informed, the provider can contact this patient via one of multiple available channels and ensure a personalized approach to his or her 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 analytical algorithms, the system can help providers to extract best practices and thus define appropriate KPIs. For each particular caregiver, a best practice can cover the top-performing department, most profitable facility or revenue-driving patient segment. By harnessing these insights, the organization can root their development and marketing strategy in facts, not perceptions.

It is also noteworthy that providers can refer to patient feedback for an additional KPI-defining source. Following the appointment, healthcare CRM can contact a patient via one of multiple channels (such as email or push notifications within an mHealth app) and ask to leave a feedback or pass a survey.

CRM workflows to rule them all

Healthcare CRM workflows are powerful tools capable of automating not only these three capabilities above, but also almost every touchpoint in interaction with patients and in analyzing the provider’s marketing strategy. Caregivers just need to configure the rules. Let’s consider a few examples.

To ensure higher show-up rates, healthcare CRM can analyze a patient profile and automatically configure the most convenient timeframes for this exact patient. When offering this patient a personalized discount for a follow-up appointment, test or procedure, the system can also offer a particular timeframe based on previous decisions. A provider may communicate this offering as a specially booked time to make the appointment most convenient for this patient.

In another case, the CRM can analyze recurrent time gaps in medical device usage or appointments for a couple of months. Being aware of this trend, the provider will be able to plan medical device maintenance or fill the less busy timeframes with other activities.

When the next appointment is scheduled, CRM will notify both a patient and a physician about an upcoming event. These notifications can also be automatically sent right before an appointment, in case of a missed appointment, and after an appointment to sum up and follow up. Moreover, both patient and health specialist profiles contain the language field. The scheduled appointment triggers 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).

Achieving by analyzing

Planning growth in revenue and services, providers need to handle massive amounts of data, as every detail matters. Even with all analytics present, caregivers may overlook secondary yet determinant information, such as medical device usage. Alternatively, they don’t even have an important data source, such as patient feedback, which keeps from achieving business goals. Without healthcare CRM, authoritative consulting and further fine-tuning, healthcare organizations act in a blindfold. While being understandable yet undesirable for a private practice, this situation becomes critical for larger providers. 

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