Nowadays, health institutions can use CRM tools to gain and hold onto the customers. Also, stored data can help in interpreting behavioral information of customers to better understand their intentions and experiences. It can integrate with prescriptions to help healthcare workers with a next step for the patient.
Arielle Trzcinski (senior analyst at Forrester Research) suggested that, “One example would be the deployment of a CRM system. It’ll recognize a patient that has transportation issues. Also, the impact for not showing up to their appointment, which is based on their access to transportation”. She also said, “The call center agent can then help that patient to get to their care appointment. It’ll also help the patient and also the health system not lose revenue from no-show appointments”.
Moreover, CRM system can allow remote monitoring of a patient using any smart watch or other healthcare accessory. Arielle Trzcinski further said, “If something that alerts that patient to voice a health concern, we can route that data through a CRM to reach out to that patient and see how they’re feeling, and then determine whether a virtual care visit would be sufficient, or if they need to come in”. However, use of CRM tools is not a piece of cake. As it heavily relies on strategy for better customer experience and datasets collected from customers.
“It’s going to uncover those pain points for customers, but also bring data together in a comprehensive manner with analytics, that can be pushed to other systems or applications. They need to tap into those data and push it to the downstream apps and extend the actions”, Trzcinski further added.
In addition, CRM system also helps healthcare workers discover new challenges and conditions faced by the patients. As a result, from such information, health department can carry out decisions and researches to better help their current and future customers. Trzcinski said, “We’re going to see quite a bit of activity this year around CRM and a lot on the digital front door—whether it’s an insurers or a provider, it will mean something slightly different, but it’s about how do we get new patients, engage the patients we have, and keep them longer. It allows them to tap into new data that frankly they need to be successful going forward. As they go into value-based care, we need to have a more holistic view of the patient.”
In short, Healthcare industry is progressing through providing value added services to patients with comprehensive CRM tools. Healthcare workers are using these tools to make more precise decisions according to the patients’ accumulated health data. And seeing on the business side, these tools allow to attract and retain the customers through better service experiences.