Improving patient engagement with health-care-specific CRM

Executives at hospitals and health systems are beginning to realize the need for advanced consumer and patient engagement tools.

The first annual State of Consumerism in Healthcare report found the following:

• Two-thirds of health care professionals consider insights into patient behaviors, needs and expectations a priority.
• Fewer than a quarter of those organizations have the capability to gather and analyze patient data.
• Though respondents ranked patient experience as the highest priority, only 18 percent use advanced means to understand and improve patient experience.

To be successful in today’s consumer-centric market, health care organizations would do well to focus on customer relationship management (CRM) that’s holistic and tailored to the industry. Health care organizations must implement innovative tools that gather the right information to provide value and improve the health care experience.

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Providing value and personalization

By taking on a consumer-first approach, health care organizations can deliver timely, relevant and personalized information; build trust and loyalty; and, ultimately, improve upon their services. Provider organizations must ensure that the technology they adopt will manage the right data and offer the best features to create and measure value.

Health care consumers are a dynamic audience with different needs from those of retail, hospitality or banking clients. Generic CRM doesn’t give health providers the information they need nor the analytics necessary to determine actionable information.

Health care organizations face unique privacy, security and data collection challenges that standard marketing technology doesn’t address. To make the most of consumer engagement and bring value to prospective and current patients, hospital executives should consider health-care-specific CRM.

Exploring health care CRM

HCRM can meet the increasingly high expectations of health care consumers through personalized communications and omni-channel experiences. By integrating, cleansing and enriching consumer data, health care organizations can develop a more comprehensive view and understanding of individual consumers and their unique health care-specific needs.

HCRM uses powerful analytics coupled with a thorough marketing database that includes demographic, clinical, financial and behavioral data to help provider organizations create targeted groups of consumers most likely to need and respond to their specific marketing campaigns.

HCRM enables health care organizations to communicate with clients through social media, direct mail, email, the organization’s website or a mobile app. Health care marketers can identify prospective patients and deliver a personalized message tailored to their specific needs, as well as tracking and measuring a campaign’s performance.

Michael Sengbusch is senior vice president and general manager at Influence Health.

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