CRM Transforming Health CareRoddy Bergeron
How CRM technology is transforming the health care industry
You might expect customer relationship manager (CRM) technology to be more popular among marketing agencies than medical centers, but you might be surprised. Health care CRM software is being used in the health care sector to complement electronic health records (EHRs) and drive digital transformation in the industry.
In the USA, EHR implementation doubled between 2007 and 2012, with digital patient information leaping from 35 percent to 71 percent. Its take-up was far from enthusiastic. Doctors complained about intensive data entry, which limited the time they could spend examining their patients. Every line typed into an EHR meant a few minutes less to get to the root of an ailment.
An electronic repository of medical history, diagnoses and treatment plans can, however, radically improve the way doctors help their patients. When coupled with a health care CRM system, the step forward EHRs were supposed to represent can be realized.
A Microsoft white paper into the effects of CRM on patient care found a number of positives. Patient satisfaction in medical centers using the technology rose by 19 percent. Medical team productivity increased by 28 percent. And the return on investment over a five-year period was expected to leap to almost 400 percent.
Health Care CRM tech puts the focus back on the patient
EHRs are a means of easily accessing a wealth of patient data, and CRM technology then takes that raw information and passes it through a personalizing lens. A patient is likely to feel more cared for when a doctor has a rounded profile to work with – one that combines clinical and behavioral insights. Versatile CRM solutions allow medical professionals to build detailed, accurate patient profiles to help doctors better understand their needs.
One-stop info shop
Since a CRM system is effectively a unified data store, it allows the right people to access the right information in real-time – whether medical, administration or support teams. This means, thanks to varying CRM clearance levels, only the medical staff will be able to view their patients’ sensitive medical information, while hospital administrators will only be viewing information relevant to their position.
The bottom line? No more lost records, no more conflicting information and no more misunderstood handwriting.
Messaging that patients need, when they need it
Finally, CRM implementation gives medical centers the opportunity to establish a dialogue with their patients using multi-channel communication technology. This could come in the form of a text message sent at a particular time of day, or an email with check-up details in a more accessible format. Taking a leaf out of a marketer’s handbook, this form of automated communication allows you to tailor the way you correspond with patients.
While the introduction of EHRs may have been received with a mixed reception in the health care industry, the addition of CRMs may be that missing ingredient to maximize efficiency and convenience. Check out the CRM platforms that can help you streamline how your health care service operates.