2016 STATE OF CONSUMERISM IN HEALTHCARE:The Words Don’t Match the Pictures
Improving patient engagement with health-care-specific CRM
Executives at hospitals and health systems are beginning to realize the need for advanced consumer and patient engagement tools.
The first annual State of Consumerism in Healthcare report found the following:
- Two-thirds of health care professionals consider insights into patient behaviors, needs and expectations a priority.
- Fewer than a quarter of those organizations have the capability to gather and analyze patient data.
- Though respondents ranked patient experience as the highest priority, only 18 percent use advanced means to understand and improve patient experience.
In 1980 there were patients. In 2017 these same patients are consumers.
Providing value and personalization
By taking on a consumer-first approach, heBy taking on a consumer first approach organizations can deliver timely, relevant and personalized information; build trust and loyalty; and, ultimately, improve upon their services. Provider organizations must ensure that the technology they adopt will manage the right data and offer the best features to create and measure value.
Health care consumers are a dynamic audience with different needs from those of retail, hospitality or banking clients. Generic CRM doesn’t give health providers the information they need nor the analytics necessary to determine actionable information.
Health care organizations face unique privacy, security and data collection challenges that standard marketing technology doesn’t address. To make the most of consumer engagement and bring value to prospective and current patients, hospital executives should consider health-care-specific CRM.
There are hundreds of Customer Relations Programs on the market. Most of them are contact lists, designed as sales tools to engage sales targets and store details about each one. The most visible are Salesforce.com InfusionSoft . and ProsperworksCRM.
In addition to those offerings there are a hundred or more available at moderate cost. There are tools available for demos and guides to rating the programs.
Nevertheless most of them are not suited for health care use. Progressive industries are embracing advanced customer relationship management tools to create personalized experiences for consumers. Health care organizations can do the same. To be successful in today’s consumer-centric market, health care organizations would do well to focus on customer relationship management (CRM) that’s holistic and tailored to the industry. Health care organizations must implement innovative tools that gather the right information to provide value and improve the health care experience.