CRM. Engage. with. ! [Poll:] - Who works for a healthcare org? - Who works for a provider org? - Who uses "CRM" software today?

Transcription

1 Engage with CRM "Good afternoon everyone. I hope you've had a great day so far at the conference.! My name is Ed Duncan and I want to thank you for spending the end of your day with us here talking about healthcare, patient engagement and technology."! I always begin my meetings back at the office by saying It will be a good meeting if " - Some challenges we are facing with patient engagement - Some strategies and tools that we have come up with to solve! [Poll:] - Who works for a healthcare org? - Who works for a provider org? - Who uses "CRM" software today?

2 Who is Ed? Ed Duncan,! IT Director I m leading technology implementation of our CRM Most of my career, I ve focused on technology that directly interacts with consumers - web sites, portals and now CRM - and it is fascinating

3 IDN 12 Hospitals 750+ providers 5 medical groups Home Care, Long-Term Care, Rehab, other out-pt Health Plan

4 So more about this challenge we face Challenges

5 Behaviors First is that many healthcare companies are trying to change patients' behavior to improve outcomes! - We are being more proactive and taking a preventative approach - We are trying to build relationships with patients and engage them more in their own care - We are trying to get them to adopt healthier behaviors and make better choices

6 Complexity - A Healthcare system is a complex beast and difficult to navigate - we need to make it easier for our patients - We are using people resources like care coordinators and patient navigators to help them navigate the system

7 Differences Complex Chronic Diseases Preventing Chronic Diseases Healthy, Ongoing Medical Care Healthy, Occasional Medical Care Not all of our patients are the same some have complex chronic diseases and need hands on care, on a regular basis Others need occasional care and reminders Population increases as you move down the pyramid Should have an approach that tailors to the need and use technology to scale out better manage resources and reduce costs while maintaining engagement

8 EMR + CRM Clinical Relationship So what is the solution? We believe it s EMR + CRM EMR for clinical care management CRM for relationship - outreach and engagement - service and support!

9 so what is CRM really? What is CRM?

10 Marketing Sales Service CRM tools span the gamut from Marketing to Sales to Service There is a lot of overlap and a lot of detail No one tool will do it all 3 broad categories - marketing, sales, service

11 Marketing Sales audiences campaigns automation Service Marketing tools are your outreach capability Retailers use them for marketing campaigns Ability to: - capture and segment target audience - define campaigns that achieve a desired result - acquiring more patients or education - automate the sending of campaign messaging like , texting and ob phone call - measure the effectiveness of communications to a specific population or using a specific message! In healthcare we can use them for campaigns to: - Acquire new patients - this has been a big focus for us - Send appointment reminders - coming soon via medical group - Provide health education

12 Marketing Sales leads conversion automation Service Sales tools: - track sales leads and conversion - forecast sales - sales automation (e.g. tasks) Sales tools are a little different in the healthcare space - Payers may use them as intended - Providers may use them to track referrals - For patients we use them to track opportunities to get a behavior (e.g. schedule appt); looking at conversion

13 Marketing Sales Service contacts incidents knowledge Service is very strong in healthcare - contact history / coordination - incident/case management - multichannel service - knowledge base - self service

14 Strategies Some strategies that you might consider have for using CRM to help engage your patients!

15 What will make a difference in your organization? - acquiring patients - deliver education - improving compliance - operational efficiencies - patient satisfaction - brand

16 acquire Acquire patients campaigns, event management, seminars, landing pages, social media integration

17 acquire educate Education targeted, self service clinical driven or customer profile driven?

18 acquire educate compliance - Compliance automated outreach reminders nudges

19 acquire educate compliance efficiencies Effeciences - Call center - Automation -

20 acquire educate compliance efficiencies satisfaction

21 acquire educate compliance efficiencies satisfaction brand all of these are viable, but you can t do them all at once what aligns best with what your organization is doing? start small: choose one or two

22 360º View Create a 360º degree view of your customer - across the system - preferences - interests - (this helps you know your customer, build a digital relationship with the, and understand how to communicate more effectively) - contact history and outreach database - (reduces frustration and provides efficiencies if you can capture outreach in one place)

23 Be Multichannel phone web mobile social media chat - create a multichannel experience for your patients - engage the way the want, when they want - provide the right information at the right time - will create a more engaged population

24 Automation & Insight! use automation - automate communications based on triggers - provide consistency with call scripting and knowledge base - cross-market products or services using technology driven guidance increase ability to reach patients, get more from the same staff! leverage the insight a CRM solution gives you - which service types could be better served through self-service? - which customers are responding to which messages - how well are we converting? optimize your efforts and focus your resources

25 So what are some things you should be sure to do as you get started?

26 data data data source data quality is key for automation data sharing is critical to customer experience quality of data you generate is key for reporting, automation data integration can be a challenge

27 consider cloud solutions the security is there - just need to do your homework allows rapid adoption helps agility

28 have a defined vision for customer experience elect a leader or a team to set the vision and goals across the system (CCO, CXO) - keep consistency - ensure alignment across the organization - don t automate frustration

29 Engage with CRM Focus on engaging your patients As much as mindset as it is a technology

30 Meet Walt

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32 Engage with CRM Ed Please connect, share ideas, ask questions Watch the Walt Video -