White_Paper_Evolving_Healthcare_CRM

Evolving Healthcare CRM
Well Beyond
Healthcare’s digital
marketing capabilities
have generally lagged
behind other industries,
but in a world of
increasing consumer
sophistication, we need
to seek out better
technology and better
understand how to
use it if we’re to retain
market share and
potential for growth.
Healthcare CRMs are
no longer bound to
traditional marketing
strategies. We can
now reach beyond
direct mail to engage
with consumers across
digital channels.
Abstract
The digital revolution is the most
important change we are experiencing
in healthcare CRM. Highly targeted
reach, along with sophisticated lead
tracking and measurement capabilities,
have allowed other industries to engage
with and grow their consumer base in
significant ways. Healthcare needs to
join the pack and harness the power
of these technologies to engage all
healthcare consumers while maintaining
and improving the health of those who
need care the most. Advanced analytics
will help us define those populations,
while tracking and measurement ensure
no one falls through the cracks on the
path to wellness.
This white paper calls for an evolution
of healthcare CRM. We need to evolve
our thinking and start making better
use of the data and insights that
modern marketing can provide us. We
will explain why current databases are
limited in both data and their ability to
execute, and more importantly, how
healthcare CRMs are already evolving
and what this evolution means for our
ability to find and engage patients
while measuring outcomes in real-time.
If we’re to improve the health of our
populations and financial outcomes for
healthcare organizations, CRMs must
evolve to support true multi-channel
marketing efforts that span both digital
and offline media and reach well beyond
traditional CRM audiences.
O P P O R T U N I T Y

Well Beyond2 Influence Health | Evolving Healthcare CRM
About Us
Michael Sengbusch is the Senior Vice President and
General Manager of the Consumer Platform at Influence
Health. His work at Influence Health has produced patent-
pending technology for PERSUADE that is changing the
way healthcare providers solve today’s digital marketing
challenges.
Michael serves as Influence Health’s chief liaison to Facebook
while also working closely with the Georgia Tech College
of Computing on topics such as healthcare privacy, HIPAA
compliant system design and social media ethics.
Michael has held speaking engagements on social media
marketing and healthcare at Facebook, HIMSS, HMPS, HCIC,
SHSMD, Health 2.0, Influence! Client Congress, Metro Atlanta
Chamber of Commerce and Georgia Tech.
————————————————————————————————————————
EMAIL michael.sengbusch@influencehealth.com
————————————————————————————————————————
TWITTER @msengbusch1
Influence Health provides the healthcare industry’s most
comprehensive suite of healthcare consumer experience
solutions. The Influence Health platform enables provider
organizations to positively influence consumer decision
making and health behaviors well beyond the physical care
setting through personalized and interactive multi-channel
engagement. Since 1996, the Birmingham, AL-based
company has helped more than 1,100 provider organizations
positively influence consumer relationships in a way that is
transformative to financial and quality outcomes. For more
information visit InfluenceHealth.com.
————————————————————————————————————————
EMAIL marketing@influencehealth.com
————————————————————————————————————————
TWITTER @InfluenceHlth
Michael Sengbusch
About Influence Health

Market Overview
“Healthcare organizations
are early in the CRM journey
and are not linking their CRM
to other functions.”
The State of Digital Marketing in
Healthcare in 2015 from Greystone.net1
The healthcare industry in general has been slower to
adapt to digital engagement capabilities than other
industries like retail and travel, but today’s healthcare
marketers and technology administrators are rounding
the learning curve to understand their need for
advanced customer relationship management tools
and better integration with their existing software and
systems. According to a 2015 study by Greystone.net,
only 50% of healthcare systems currently use a CRM,
with only 25% that have an integrated website and CRM
and only 11% who say they are integrated well. But with
budget expectations steady or on the rise, 30-40% of
healthcare organizations are planning a CRM upgrade or
platform switch in the coming year.1
As healthcare marketers we face many challenges in
addition to understanding the complex capabilities of
our CRM. Budget is always top-of-mind, so a software
investment needs to be able to prove its worth, and
disparate technologies only create more work and
frustration. We have to navigate these complexities
while also managing the changing incentives in payment
and accountable care initiatives.
Meanwhile, healthcare consumers are becoming
increasingly digital, increasingly social and increasingly
mobile. Not only are consumers spending 5.6 hours a
day with digital media, with 51% of that spent on a mobile
device,2
they’re also spending around 50 minutes of each
day on Facebook and its apps.3
And 80% of healthcare
seekers start at a search engine,4
while 1 in 20 Google
searches are health related.5
So in order to engage
today’s healthcare consumer, our hospital system needs
to be able to meet current and potential patients where
they live, not merely online, but more importantly on
their phones. When making a CRM decision we’ll need
to have a CRM that has evolved to support today’s
leading digital and mobile platforms. As we evolve the
healthcare CRM, we are adding increased predictive
capabilities that go beyond direct mail to intuit where
next to meet our patients on their healthcare journeys.
Why Healthcare CRM Needs to Evolve
Traditionally, healthcare CRMs have mostly
functioned as marketing databases. Healthcare
marketers have used these CRMs to do basic
market analysis with the goal of sending a
more targeted direct mail campaign. This
functionality hardly seems worth the large
investment and often even fails to meet basic
expectationsforcampaigngoals.Theproblems
with traditional healthcare CRMs are numerous,
but let’s examine the top three issues:

2/3
OF HEALTHCARE
RELATED SEARCHES
ARE NOT COVERED BY
GOOGLE ADS
1 KNOWN AUDIENCE:
2 PHYSICAL ADDRESS:
3 SLOW:
Traditional healthcare CRMs only
represent what is considered a “known” population.
Patients are the most obvious and most valuable
example of “known” populations, but traditional
CRMs usually add additional known audiences in the
form of consumer data from third-party data sources.
Traditional CRM data is also
limited because a physical address is usually the only
communication channel available. When all we have
is a physical address, the available communication
channels with consumers are constrained to direct
mail. (Email addresses are also sometimes available,
but usually in small percentages and often they
are not “opt-in” and therefore cannot be used in
marketing.)
Traditional healthcare CRMs are usually
updated as part of a batched process where data
is either integrated or received on a monthly, or at
best weekly, basis. We have no real-time insight into
how our data is changing or how our campaigns are
performing. Large scale bulk data updates will never
handle the real-time optimizations and intelligence
that are increasingly needed by marketers.

Why Isn’t This Working?
Let’s start with audience identification limitations.
If we only use what we call “known” or “identified”
audiences, we limit our marketing abilities, and we don’t
account for what is often the more valuable partially
known or anonymous audiences. What are anonymous
populations? Anonymous audiences are introduced
when we move into search and social channels. When
a consumer searches for a nearby hospital or facility for
services like outpatient knee surgery, we don’t yet know
much about them, but if they’re actively searching,
they’re an extremely valuable prospect since this type
of search behavior is a strong indicator that this person
is in the final stages of their decision making process.
Similarly, channels like Facebook offer advanced
demographic, socioeconomic and interest targeting
which allows us to identify even more highly sought-
after audiences who are engaging in relevant healthcare
content. And since 40% of people use social media to
cope with health conditions,6
channels like Facebook are
an excellent way to reach and identify people who need
care. As we can see, these anonymous audiences are
increasingly becoming a critical population to engage.
Because of this, our CRM must evolve to
help us identify these digital anonymous
audiences with the same accuracy and
precision that we bring to our traditional
known audience data.
Traditional healthcare CRMs are missing out on the most
active and valuable digital audiences. How much time do
we spend checking our mail box? Compare that to how
much time we spend in Google and in our Facebook News
Feed. These digital audiences are easier and cheaper
to reach and are critical to understand because they
often represent our most profitable and sophisticated
consumers. So how then to reach these populations?
This continuing shift into digital gives us access to more
consumer data than we’ve ever had available to us. This
access has affected the speed at which we can target
and measure campaign effectiveness, across multiple
channels. Antiquated CRM models, that only work
with known patient populations and take months for
cumbersome batches of data and only downstream
analysis to flow back in, don’t support today’s demand
and capabilities for real-time campaign reporting and
optimization. We need to make use of this new digitally
generated data and real-time success metrics in our
healthcare CRMs if we’re to evolve.
And without real-time measurement, we’ll never
understand what campaigns are working and which
ones are lacking effectiveness until it’s too late to adjust.
Not only will this lack of immediacy affect a campaign’s
success, but it will also affect its ability to generate
monetary ROI in the long-term.
The Evolution of Healthcare CRM
Like all technological innovation, Healthcare CRMs are
moving through the hype cycle of technology7
(see Hype
Cycle image above) from initial technology trigger, to
peak expectations, to the inevitable disillusionment and
then through recovery and productivity.
TROUGH OF DISILLUSIONMENT
PEAK OF INFLATED EXPECTATIONS
TECHNOLOGY TRIGGER
SLOPE OF ENLIGHTENMENT
PLATEAU OF PRODUCTIVITY
Realize CRM is slow, limited and expensive
The addition of recipes, predictive analytics and propensities
What we’re laying out in this paper as how to evolve
Database with clinical data + consumer info that = EMRs
Global Media
Consumption
Per Week

Now, in 2016, we’re beginning to emerge from the
slump and evolve into a mature CRM. This evolution of
healthcare CRM should function as the criteria by which
to judge the next platform.
Specifically, an evolved healthcare CRM should meet
the following criteria:
As for the first criteria, traditional healthcare CRMs only
looked to market to existing customers, but now we are
evolving to identify audiences who aren’t in our CRM
and to find ways to include and market to them as well.
This ability expands our audience potential by tapping
into search, social and mobile marketing targeting
capabilities. Communicating to new and anonymous
audiences ultimately means bigger service-line growth
potential or system-wide growth.
Expanding our audience potential means more than just
expanding the potential number of people — it requires
advanced modeling that incorporates analytics from
both digital and traditional sources. While traditional
healthcare CRMs use recipes to pull physical addresses
for direct mail marketing, our new and evolved definition
of healthcare CRM expands on those models to include
Google service-line keyword targeting and advanced
propensity recipes for Facebook based on social behavior,
interests and relevant content engagement for true multi-
channel campaigns. The reach now becomes not only
broader, but much, much deeper. Including search and
social models in healthcare CRM helps us understand
which channels lead to optimal conversion – whether
that’s an actual appointment or scheduled surgery or
signing up online for a seminar – and we can also measure
which channels have a high propensity for engagement in
specific types of content.
For example, when targeting prospects in Google,
our new models can identify which types of keyword
searches we should market to in a particular geographic
area or for a specific service line. Traditional CRMs can
help identify patients at risk for certain conditions, but
an evolved CRM can also reach out to similar people
in Facebook using advanced analytics based on
demographic, socioeconomic and behavior modeling.
We also need to adapt to how this change in audience
identification has altered how we grow our CRM data.
Traditional CRMs require that we load marketing lists in
batch; this takes time and makes it impossible to measure
in real-time. By pulling in new and anonymous populations
from search and social, our database becomes more
dynamic and integrated and must be updated constantly
with a real-time feed of active marketing lead data from
our campaigns. This living, breathing database has
evolved – well beyond print. This new transactional layer
of CRM lead management associates all of the rich digital
insights like impressions, clicks, form fills and phone calls
from all content across all marketing channels back to
the CRM. Additionally, when tracking across multiple
channels all data flows into a single platform which can
then provide a cohesive set of workflows, reporting and
analytics for our multi-channel marketing strategy.
Where Are My Consumers?
A N O N Y M O U S
P A R T I A L L Y
K N O W N
K N O W N
PHYSICAL
ADDRESS
FACEBOOK
EMAIL
(OPT-IN)
GOOGLE
C O N S U M E R
expanded analytics and
recipes that include and leverage digital and
anonymous audiences across all channels
campaign execution
and management across print, email, search and social
channels
active
leadqualificationandconversionformarketingcampaigns
that represent the primary input to CRM growth plus the
ability to measure downstream ROI for every campaign
1 TARGETING RECIPES:
2 MULTI-CHANNEL CAMPAIGNS:
3 REAL-TIME LEAD MANAGEMENT AND ROI:

Now that we’ve expanded
the audience to include new
multi-channel sources for
finding patients, the next step
will be tracking and managing
these customers from click
to lead to qualified lead to
appointment and procedure,
leading to ROI.
Modern CRMs are living and growing databases, and
when a patient or prospect responds to a campaign,
an effective healthcare CRM should help us nurture
that prospect from the first phone call or form fill all
the way through to appointment. This transactional
layer of active lead management allows organizations
to not only identify anonymous leads but to rigorously
track and convert leads. This dynamic healthcare CRM
should also address what happens after prospects
become patients and provide a process to nurture the
relationship through remarketing that drives loyalty.
This active consumer relationship management is most
effective when we include an effective conversion
and call center process, with appropriate scripts and
scheduling capabilities. Influence Health’s data shows
when a lead is followed up on within 24 hours, conversion
goes up by 48%.
The final step in healthcare CRM’s evolution is to bring
it in line with other industry digital marketing tactics,
making use of the real-time and long-range data we have
to continually evaluate our goals and grow our abilities
to execute successful campaigns. Real-time metrics for
all campaigns (both online and offline) are absolutely
critical to making in-game decisions that help make good
campaigns better while optimizing bad campaigns to
improve them. A core feature of all CRMs is the ability to
measure downstream ROI, and IH feels that will continue
to be an important metric that allows marketers to
demonstrate value for all marketing investments. When
combined together, today’s healthcare reporting is truly
dynamic and allows us to make the business case for
each campaign while it is running, while allowing us to
measure the long-term return on investment and the real
impact our campaigns are having on future healthcare
decisions. After all, what good is a database if we can’t
get actionable intelligence from it?
It’s obvious that digital technology has changed the
game, but we need to ask ourselves if our marketing
technology is taking advantage of it. We will close by
restating the 3 criteria for today’s healthcare CRM:
1 TARGETING RECIPES that work for digital
2 MULTI-CHANNEL CAMPAIGNS that include search
and social with an emphasis on mobile
3 REAL-TIME LEAD MANAGEMENT AND ROI as the
transactional CRM layer
The definition
of healthcare
CRM has evolved,
and so the way
we market must
evolve as well.
The Influence Health Solution
Influence Health has not only embraced the changes
and challenges in healthcare CRM but has also been
a driving force for delivering the data and insights
you need to excel at cross-channel, behavior-driven
marketing, with PREDICT Healthcare CRM. Our
healthcare-specific marketing expertise supports
PREDICT – a unified data and analytics platform for
intelligent behavioral marketing – and works seamlessly
with the suite of solutions comprising Influence
Health’s Digital Marketing Cloud to help you plan,
personalize and measure multi-channel campaigns.
With complimentary managed services to help make
sense of the technology so you can achieve your data-
driven marketing goals, along with robust data security
and analytics techniques, PREDICT CRM can have
your evolved database up and running in as few as 30
days. PREDICT was designed to find the highest value
patient populations, track your inbound leads on their
journey to becoming actual patients, across multiple
engagement channels, and report on how well your
campaigns are accomplishing those goals, in real-time,
so you can course correct as you go along to make the
most effective, and measureable, use of your budget.
WHEN A LEAD IS FOLLOWED
UP ON WITHIN 24 HOURS,
CONVERSION GOES UP BY

Summary
This new definition of healthcare CRM we’re proposing isn’t where we’re headed
in some vaguely distant future. We are already living in the era of evolved
data, tracking and reporting capabilities from our CRMs, but we need a better
understanding of how this technology can work for healthcare-specific use.
By observing industries, like online retail, that use their CRMs to their fullest
potential, we can help our health systems do a better job finding and caring for
the consumers that need us most, all while minding the bottom line.
In order to earn patients’ trust in us as industry leaders, we need to make better
use of our technological assets and find platforms that allow us to evolve to
meet patients where they live online. Plus, with the ability to track leads and
campaigns through the healthcare journey to patient billing and ROI, we’re
justifying our marketing and technology budgets along the way. We must evolve
to meet the modern healthcare consumer’s sophisticated demands. And when
we do, everyone benefits.
Sources
1. http://www.greystone.net/docs/default-source/whitepapers/the-state-of-digital-marketing-in-healthcare-in-2015.pdf?sfvrsn=6
2. http://www.kpcb.com/blog/2015-internet-trends
3. https://techcrunch.com/2016/04/27/facediction/
4. http://www.nbcnews.com/id/3077086/t/more-people-search-health-online/#.V5tmuPkrKUk
5. https://googleblog.blogspot.com/2015/02/health-info-knowledge-graph.html
6. http://medicalmonitorusa.com/how-are-people-using-social-media-for-health/
7. https://en.wikipedia.org/wiki/Hype_cycle
marketing@InfluenceHealth.com or tweet us @InfluenceHlth.
We invite you to ask questions by emailing us at:

White_Paper_Evolving_Healthcare_CRM

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

En vedette

En vedette (17)

Similaire à White_Paper_Evolving_Healthcare_CRM

Similaire à White_Paper_Evolving_Healthcare_CRM (20)

White_Paper_Evolving_Healthcare_CRM