When managing patient relationships, the use of a hospital CRM is essential.
In the modern world, we are bombarded by advertising messages. To protect ourselves, we create mental barriers: we learn to switch off our brains as soon as we feel that we are being hit by irrelevant information. Only when we see information that is immediately relevant to our particular needs do we allow it to get through
That is why modern marketing directors have abandoned traditional mass-marketing techniques in favour of sustaining a one to one dialogue with each of their patients. How is this possible when there are many thousands of patients on your books? The answer is a hospital CRM.
Hospital CRMs permit segmentation
Hospital CRMs enable you to personalise your dialogue with your patients by segmenting information.
Data is collected concerning the appointment history of the patient. Then dedicated, personalised messages are sent only when the information is likely to be of direct interest to the particular patient
- When a patient visits for an appointment of type “A”, a recall for an appointment of type “B” is sent at an appropriate interval
- Different newsletters are sent to different patients, depending on their age, gender and appointment history
Key functionality in a hospital CRM
When choosing a hospital CRM, functionality is critical. You will want your CRM to include:
- E-mail and SMS campaigning tools with integrated results dashboard
- Post-appointment satisfaction surveys
- Segmentation by age, gender and appointment history
- Full compliance with health privacy laws
You may optionally be interested by additional features such as:
- online appointment booking
- online payment
- results notification
- patient check-in
Choose a hospital CRM that’s easy to deploy
But after you’ve ticked off your checklist, just about the most important feature of a hospital CRM is the ease with which you can deploy it.
- If your staff are already used to using a hospital information system and they are happy with it, the cost and pain of introducing change is likely to be prohibitive.
- Not all medical staff have the computer skills needed to adapt to change
So it’s best to choose a hospital CRM that works as an add on extension to your existing system.
That way your frontline staff carry on working just the same way as they have always done. in the background, your digital natives can take charge of the hospital CRM. The improvements you’ll see in your communication will drive growth by enhancing the value of your service, increasing loyalty and improving word of mouth reputation.