Customer relationship management (CRM) systems are an essential aspect of marketing strategy for a variety of industries, but the healthcare industry has been slower to adopt this powerful customer acquisition tool.
Many healthcare organizations are wary of using a CRM system for marketing because of concerns over data security. Sensitive patient data must be encrypted, and the CRM must be able to meet HIPAA standards as well as any other compliance requirements.
Marketing CRMs do not require much sensitive information, but data security should still be the first concern during implementation. Despite the slow growth of CRM adoption in healthcare, these systems are gaining popularity in the industry.
How Can Healthcare Organizations Benefit?
To put it simply, customer relationship management systems track interactions with potential customers and existing patients while also identifying leads that require nurturing. Let’s examine the top five ways healthcare organizations can benefit from a marketing CRM:
- Improved Customer Loyalty
Appointment reminders, annual checkups, and targeted newsletters are just some of the ways a CRM can help healthcare organizations establish and maintain long-term relationships with patients. Not only do these actions improve the patient experience, but they also increase customer loyalty and ensure retention.
- Better Insights
A CRM system is incredibly useful when it comes to tracking the performance of marketing campaigns. This feature establishes a more holistic view of the return on investment of each campaign, which in turn helps organizations develop more effective strategies moving forward.
- Lead Generation
Conversion can be a tricky aspect of marketing, but a CRM establishes where leads come from and provides the necessary tools to nurture these leads with targeted messages. For example, a potential patient might fill out a form to download a certain guide. If the potential patient opts in to receiving further marketing, the CRM can follow up with relevant services or other useful information. Delivering the right information at the right time is key to improving conversion rates.
Marketing initiatives can always be improved, and analyzing previous results can help healthcare organizations continuously refine campaigns. Once you establish time periods where email marketing performs best, you can schedule automated emails to capitalize. A CRM can also segment patients into smaller groups, allowing more specific and targeted messaging. These more personal messages are much more effective.
- Understand Patient Behavior
Collecting information about the way patients and potential patients behave allows healthcare organizations to pinpoint upcoming needs and desires. This information can be leveraged to build new content strategies and even improve services.