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Why Good CRM for Healthcare Is More Important Than Ever

Good customer management is increasingly important for healthcare. Besides the increase in telehealth services due to last year’s health crisis, healthcare consumers are demanding more value and faster and better services. In this post, we’ll explore how you can improve your patients’ experience with CRM designed for healthcare. 

Why is the Customer Experience Important for Healthcare? 

Patient-centered care is more than an emerging trend; it’s becoming more important to patients, who are demanding more and better attention from their healthcare providers. 

A study published in Businesswire showed that patient experience will continue to be a priority after the pandemic. Digital solutions are now a common choice in providing the best experience for patients. 

 “To get ahead of the curve in 2021, providers must continue to evolve the patient experience with digital solutions.” (Businesswire)

In recent years, customer expectations have increased, and they are demanding faster and better service overall. Patient experience is not an exception. According to studies, more than half of patients would like digital services that make it easier to schedule and use healthcare services, such as an online portal to schedule appointments, access records, and receive lab results. Other services like automated appointments and prescription reminders are also expected by patients. 

Healthcare consumers seek transparency and more convenient access to treatment, as with any other services. Digital solutions help healthcare providers manage customer interactions and improve the patient experience. 

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What Are the Benefits of Using CRM in Healthcare?

A study published by the Canadian Center of Science and Education suggests that CRM can improve patient satisfaction and loyalty

A healthcare CRM helps providers focus on a patient-centered approach and relationship management. Some of the benefits of using a patient relationship management platform are:

Increased patient loyalty and satisfaction

Marketers know that customer loyalty is a key to success, as it is easier to retain customers than to acquire new ones. Healthcare customer retention is based on personalization. That’s why effective CRM software can help keep existing customers happy. Patients who trust your healthcare services will come back. 

Better patient relationships

A better relationship between the healthcare provider and patient improves the outcome of treatment. Still, providing personalized care is difficult when you see hundreds of patients a week. CRM solutions give doctors and practitioners visibility into the patient profile, integrating with electronic records, health screening, and monitoring. That way, practitioners can see the patient’s history at a glance. 

Improved patient engagement

A patient who complies with the doctor’s orders has a better outcome. When patients engage with treatment, it improves the chances of better medical care. CRM lets physicians keep track of each patient’s care and gives them a better way to communicate with their patients by sending medication reminders or arranging follow-up appointments. Thus, CRM solutions can help you increase customer engagement.

Key Features Where CRM Benefits Healthcare Services

Targeted Messages

A CRM platform allows you to segment patients by demographic and send them the relevant health information they are looking for, at opportune times. The right information helps patients engage in proactive healthcare. 

Centralization and Management of Patient Data

One of the advantages of CRM for healthcare is that it allows providers to centralize and manage patient data. This has become more important since the advent of regulations protecting patient data privacy (HIPAA). 

Patient data may be coming from disparate sources. A CRM system collects data from outpatient clinics, lab results, and other sources into a central cloud platform available to all stakeholders. Having a central data repository also complies with privacy regulations since you can generate reports and patient insights.  

Patient Profiling

When you use a CRM system specialized in healthcare, providers gain a keen understanding of patient trends and needs. Therefore, the system enables healthcare services to predict potential patient volume, helping manage personnel requirements with ease.  

4 Ways CRM Software Can Improve Your Relationship With Your Customers

A CRM platform not only helps the organization reach customers with the information they need, it also helps marketing teams define targeted campaigns. Effective customer relations management focuses on knowing the customer (in this case, the patient), thus encouraging engagement and building loyalty. A highly segmented campaign increases patient satisfaction, ultimately improving ROI. 

Here are some of the ways CRM software can help healthcare organizations:

  1. Understand and track patient behavior

By tracking patient interactions, your organization can learn more about what’s important to your patients and identify and respond to their needs. For instance, if patients struggle to schedule an appointment with a specialist, this reveals a shortfall to which managers can respond. 

  1. Personalize the experience

CRM helps personalize experiences for patients by making all their data available at a glance so medical professionals can provide timely, specific, and relevant guidance. By integrating with the Electronic Health Records platform, offices can send patients reminders for health checkups, appointments, and post-discharge follow-ups. 

  1. Improves proactive care

Chronically ill patients need continuous monitoring and education on ways to improve their health, whether in hospitals, assisted living facilities, or using other health services. A CRM can help reach patients with guidance and information, minimizing hospital visits. 

  1. Provides quantifiable results

Healthcare organizations can improve their bottom line by using a CRM solution. The solution provides detailed reporting on the results of the campaigns. Using a CRM streamlines information, increasing the efficiency of the administration and improving the ROI of the campaigns. 

The Healthcare CRM Market

The growth of the healthcare CRM market is driven by the demands of healthcare providers and patients. On one side, patients expect access to better care coordination and management, mobile monitoring, virtual care, and access to records. On the other side, healthcare providers are demanding better ways to manage patient data and automation

That’s why the global healthcare market is expected to grow at a rate of 9.1%, reaching US$22.2bn by 2028. 

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To summarize, installing CRM software can have a positive impact on the patient experience and the organization’s bottom line. It improves the patients’ relationship with the organization as a whole and the practitioners in particular.

A CRM software platform also helps your organization automate, communicate, and integrate, improving your patient management by improving communications and streamlining operations, reducing errors and delays. By embracing digital transformation with CRM software, healthcare organizations benefit themselves and most importantly, their patients. 

If you found this article helpful, share it on social media.

Author Bio: Prafull Sharma is the Founder of content marketing agency and author of the One-Page Content Marketing Blueprint. He shares tips to 2x your content marketing results on LeadsPanda blog. Do connect with him on twitter @prafullsha.


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