CRM as a strategy to Improve Population Health and Clinical Integration
In its simplest form, Customer Relationship Management, or CRM, is a system for gathering and managing all of an organization’s customer information in one place. When people think of CRM, they often think of software or a piece of technology but in reality it is a company-wide, customer-centric business strategy designed to leverage technology to create stronger relationships with customers while maximizing marketing, customer service capabilities and driving growth.
Social, mobile, and cloud technologies are empowering hospitals, doctors, and other care providers to collaborate closely around, and connect to, their tech-savvy patients who are demanding a higher level of interaction than ever before. Organizations must embrace a strategy to optimize their technology investments and deploy solutions that will address today’s challenges, while providing the scalable foundation needed for the future.
CRM is still a relatively new concept in healthcare. However, as the industry shifts to a consumer-driven, value and outcomes based model, new solutions are needed that connect conversations, devices, processes, services, and patient data in new ways. Patients are now in charge of the physician-patient relationship and have come to expect accurate and timely customer service similar to a retail experience. Embracing a CRM approach to streamline processes and increase customer satisfaction is a must to thrive in this value-based environment.
6 Ways CRMs can Improve Population Health and Clinical Integration:
1. Personalized care for better outcomes
CRM has the potential to transform every interaction into a healthcare management opportunity. Customized 1:1 communications tailored to each patient’s needs and preferences, based on health conditions, demographics, and profile, provides a personalized customer-centric approach. CRM allows patients and providers to share information that will allow them to stay ahead of medical problems, focus on preventative care, proactively manage chronic diseases, and much more by sending the right personal message to the right device at the right time. Multi-channel support via email, chat, and web allow for real-time access to personalized care.
2. Manage risk populations
Through lower-cost automated communication channels, CRM allows organizations to provide targeted, personalized appeals based on socio-economic or health status and behavior-based indicators. Selective targeting allows for personalized messaging and communications efforts rather than broad approaches. Analytics will enable caregivers to develop customized care plans for individuals, while also managing care for and improving the health of patient populations by spotting trends and identifying higher-risk groups.
3. Empower consumers to take control of and manage their healthcare
The shift from institution-centered care to patient-centred care requires that patients have on-demand knowledge of their alternatives and visibility to their healthcare history. CRM enables providers to empower consumers to be more involved in their health journey and to take responsibility for their own health. With bidirectional messaging and data flow, CRM enables information sharing and communication that go far beyond what’s available through other patient portals.
4. Collaboration across the continuum of care
A collaborative network makes patient information available across the continuum of care. CRM provides a holistic 360 degree view of each patient in real time, which allows healthcare staff to make quick yet informed decisions. All relevant information, such as patient encounters, care team notes, clinical results, and information from other connected systems, can be accessed in one location and presented in a meaningful way.
5. Respond real-time, anytime, across any channel
CRM makes it easy for patients, members, providers, and caregivers to communicate across channels including websites, social media, and mobile health apps. Employees and patient facing apps and portals are easily built and managed within the CRM.
6. Connect EVERYTHING to streamline process and create efficiencies
A CRM solution, such as com, connects conversations, care providers, clinical, and administrative systems to provide centralized intelligence without having to utilize internal resources.
While providing more personalized care and determining better patient outcomes is at the forefront of the industry, organizations would be amiss to ignore the business case for moving toward a CRM model to manage the business side of the house. A fully implemented CRM strategy can boost efficiencies, lower costs, and grow market share. And, satisfied customers come back. They provide referrals, accept advice, and adopt new offerings.
Understanding how a CRM strategy can enable your healthcare organization to provide more personalized care and determine better outcomes can be daunting and overwhelming. The key to success is finding a qualified healthcare partner to provide advisory services, to develop a scalable CRM strategy specific to your needs, and to tailor the platform to address the workflows, challenges and opportunities unique to your healthcare organization. And, choosing the right technology solution will allow for ongoing evolution beyond CRM, to address other needs within the organization.