Anyone working in the healthcare niche must be aware of the challenges associated with engaging, acquiring, and retaining patients. At the same time, handling a huge pool of patient data and ensuring its security is a massive task with stricter regulations (like HIPAA) in place. If you are a part of a healthcare organization and want to navigate these challenges while maintaining patient satisfaction, all you need is a CRM solution for healthcare.
What is a CRM in Healthcare?
CRM in healthcare is a health industry-specific solution that helps medical service providers store and manage patient data, improve patient acquisition strategy, enhance service and engagement, and automate marketing and sales processes. The primary goal of CRM is to improve customer satisfaction, loyalty, and profitability. With a healthcare CRM, you can follow the best customer management processes and keep your client data up to date.
Types of Healthcare CRMs
CRM healthcare software can come in several types, personalized to specific types of healthcare organizations as well as specific needs within the industry. Some of the most common types of healthcare CRMs include the following:
Patient Management CRMs
This type of healthcare CRM focuses on improving patient interactions and experiences. They come with some useful features like appointment reminders, patient education materials, feedback collection, and communication tools. If your healthcare organization’s CRM objective is to enhance patient engagement, this is the right option to consider.
Marketing & Outreach CRMs
These CRM solutions are designed to promote a healthcare organization’s marketing and outreach efforts. They help healthcare institutions develop targeted campaigns, track leads, measure campaign success, and manage patient acquisition strategies. This option is ideal for you if your organization needs help with its marketing campaigns.
EHR-integrated CRMs
As the name suggests, this type of CRM platform integrates with electronic health records (EHRs). They allow healthcare organizations to share patient data between systems seamlessly. With this integration, the CRM ensures that patient data is consistent and up to date across different platforms. If you want a centralized platform to store patient data from multiple healthcare facilities within your network, this is the best option to consider.
Physician Relationship CRMs
With this type of CRM, healthcare organizations can improve their relationships with physicians. These CRM solutions allow organizations to track physician preferences, communication, and engagement. As a result, hospitals and other healthcare institutions can maintain strong partnerships with their referring physicians. If your healthcare organization works with a bunch of physicians across different parts of the state or country, these CRMs can help you manage your relationships with them.
What Makes the Best CRM for Healthcare?
While exploring the best available options for healthcare CRMs, it is important to select a CRM solution that helps streamline the operations of your healthcare organization while engaging with your patients, organization members, and partners. A state-of-the-art healthcare CRM must integrate data from multiple sources to create a unified and comprehensive view of all available contacts. Here’s how these elements make the best CRM solution for healthcare:
Public Data Lists
If you want to expand your reach to new patients or healthcare organizations, public data lists can be extremely useful. A top-tier CRM solution should be able to easily incorporate public data. With this data, you can target new audiences with relevant services. This capability allows healthcare organizations to effectively connect with potential donors, partners, or community members.
Purchased Email Lists
A state-of-the-art CRM should also be able to efficiently handle purchased email lists while complying with privacy laws like HIPAA. This capability allows healthcare organizations to launch targeted email campaigns, promote health services, and engage new prospects. The CRM should also segment these lists based on different criteria. This will ensure personalized outreach, increasing engagement and conversion rates.
Existing List of Subscribers
By integrating your existing list of subscribers, you can ensure that your current patient base remains connected and informed. A good healthcare CRM should help automate communications such as health tips, appointment reminders, and newsletters. By effectively engaging with your existing subscribers, you can build loyalty, foster trust, and encourage ongoing communication.
Members of Your Organization
Healthcare organizations typically have a bunch of members who service specific roles, such as doctors, nurses, administrative staff, and more. A high-quality CRM should be able to manage these members and track their interactions with patients, ensuring smoother internal communication and better health outcomes for patients.
In a nutshell, the best healthcare CRM is the one that uses public data, purchased lists, existing subscribers, and internal members to improve both patient care and organizational efficiency.
What Are Healthcare CRM Use Cases
The main objective of using customer relationship management systems in the healthcare sector is to engage, secure, and retain patients. In the fast-paced world, managing your existing patients before they visit your hospital, health center, or clinic for follow-up checkups and more has become essential.
While CRM has multiple uses in healthcare, let’s take a look at the most crucial ways CRM solutions are used in the healthcare industry.
Comprehensive Patient Management
At a healthcare organization, different patients have different health issues, requiring different levels of care and treatment. It can be challenging for the administrator to manage everything manually. A proper patient relationship management system can simplify this process. It will store data and provide a comprehensive overview of all the appointments, patients’ medical history, and more. CRM allows you to personalize patient management plans so that you can provide your patients with much-needed care.
Inter-Departmental Collaboration
Healthcare organizations usually have several departments that need to work in harmony to deliver the best patient experience. However, it is not always possible for these departments to collaborate consistently, as they often get busy with individual tasks. To avoid task overlaps, CRM solutions can help all these departments in the organization share data securely and seamlessly.
Reporting and Analytics
Analytics plays a crucial role in running any form of organization. A healthcare organization is no exception. If you run a clinic or hospital, you need to know which areas to work on to offer better patient care. A CRM can help you compile reports to help provide major insights into the organization’s operational efficiency. The reports can be about patient complaints or requests, internal matters, referrals, etc.
Benefits of CRM in Healthcare
Healthcare CRM solutions allow healthcare professionals to efficiently handle patient information, scheduling, billing, communication, and marketing – all on one centralized platform. Let’s have a closer look at the advantages of this specialized software solution.
Improved Patient Relationships
A healthcare CRM can make several care-related issues highly comfortable for average hospital patients. First, CRM solutions can reduce the overall wait time at hospitals, nursing homes, clinics, and other healthcare facilities. Now, professionals can easily access patient profiles, their medical histories, and more with just a few clicks, speeding up the entire process for many individuals.
CRM solutions can also prevent numerous conflicts with patients. By storing the information in their records, they can set up proper schedules and keep track of individual patients’ prescribed medications. A doctor can easily access this data and contact a person to remind them about a medical checkup that is due in the next few days.
Streamlined Administrative Tasks
CRMs can make the internal business processes at a healthcare organization highly productive. The inability to access crucial information is one of the major problems affecting modern businesses. Due to this issue, many organizations fail to monitor their daily tasks and add the necessary data to their financial analysis.
With a CRM in the healthcare sector, it will be much easier to access information and track relevant data about patients. As a result, the administration of the key processes becomes a lot simpler. Even though a CRM system does not resolve all issues in a healthcare organization, it is a perfect tool to aid other business management programs.
Enhanced Patient Retention and Loyalty
As mentioned, a CRM solution records and analyzes patient interactions, allowing healthcare organizations to better understand individual needs, medical history, and current health conditions. Hospitals and other healthcare organizations can use this knowledge to create personalized experiences that patients expect from these institutions.
CRM solutions also allow you to design loyal programs that cater to individual patients and their families, offering rewards and incentives that resonate with their needs and medical history. With personalized experiences and loyalty programs, healthcare organizations can increase their chances of patient retention and earn their loyalty for years.
Data-driven Decision Making
Maintaining patient data used to be a challenge for most healthcare institutions. Since every hospital (even the small ones) has thousands of patients, it is very easy to lose information about them. A healthcare CRM system can solve this problem efficiently. With a CRM solution, healthcare professionals can quickly enter data into a relevant section of the software.
Some CRM platforms offer database tools that allow healthcare professionals to analyze information more accurately and quickly. Thus, whenever a doctor or healthcare professional needs to access patient records via such platforms, they can do it instantly. This solution can eliminate the frustration experienced by hospital administrators, as they no longer need to manage large data archives.
Improved Coordination and Collaboration
Healthcare providers require effective communication and teamwork to deliver high-quality patient care on a regular basis. The smooth exchange of information and collaboration among departments and care teams significantly impact healthcare efficiency and patient outcomes. Effective communication ensures that everyone engaged in a patient’s care is on the same page, promoting better decision-making and a multidisciplinary approach to treatment.
The centralized database in these CRM systems stores patient details, health information, test results, and treatment schedules. Authorized healthcare workers from different departments can access the data and use it to streamline the care process and promote openness. This also lowers the possibility of errors and treatment delays.
Enhanced Marketing Efforts
A healthcare CRM also functions as a strong marketing tool. It gives information on different patient habits and patient demographics, which marketers can use to devise an effective strategy. They can create marketing campaigns that highlight a healthcare organization’s unique attributes. Marketers can also use the data to provide personalized marketing messages, improving the chances of conversion.
Healthcare CRM solutions also automate marketing and sales processes while complying with healthcare security regulations. Several healthcare organizations use CRM platforms to highlight targeted marketing efforts, which help them attract prospective patients, promote healthcare services, and foster community engagement.
Compliance and Security
In the healthcare sector, organizations must comply with regulations such as HIPAA and GDPR. CRM systems rigorously adhere to regulatory standards while safeguarding data integrity, upholding ethical standards in handling patient information, and preserving patient privacy.
CRM platforms also offer some advanced security features, such as data encryption and access controls, which allow organizations to protect sensitive patient information. They also offer a transparent audit trail of all interactions and transactions. This is essential for regularity compliance and accountability. This transparency also helps healthcare organizations track and review their processes, ensuring they comply with industry standards and best practices.
What is the Most Common Healthcare CRM?
The healthcare software market is filled with some amazing CRM solutions catering to different needs and budgets. Here are some of the most common healthcare CRM options available in the market:
Salesforce Health Cloud
This leading healthcare CRM solution offers a highly customizable platform that integrates with various healthcare-specific applications. The platform also features some powerful patient engagement tools, analytics, and marketing automation capabilities. It facilitates collaboration among departments and enhances patient interactions. While this platform is available to all sorts of players in the healthcare industry, its extensive features are ideal for big organizations.
Pros:
- All-around patient profile view
- Integrations with other systems
- Scalability and customization features
- Advanced analytics and reporting
Cons:
- Costly for small organizations
- Steep learning curve
Microsoft Dynamics 365 Healthcare
This healthcare CRM solution is known for creating a unified patient profile that integrates crucial information such as medical history, current conditions, and future care plans. With its 360-degree patient view, healthcare organizations can offer more personalized treatment and communication. It also facilitates scheduling appointments, sends test results notifications, and updates patients about changes in their care plans. It is a HIPAA-compliant CRM, ensuring complete security of patient data.
Pros:
- Easy integration with Microsoft products
- Interoperability with healthcare applications
- Advanced analytics and reporting
- Scalability and customization opportunities
Cons:
- Steep learning curve
- Higher pricing
Pega
Pega CRM uses AI for customer data analysis and recommends the best strategies for your sales and marketing teams. It helps automate repetitive tasks and allows you to customize extensives without any proper coding knowledge. It is ideal for large organizations that have the resources to invest in its implementation and ongoing maintenance.
Pros:
- Flexibility and scalability
- Low-code development
- Simplified processes
- Enhanced customer experience
Cons:
- Complexity and high cost
- Limited out-of-the-box functionality
- Longer learning curve
Leadsquared
This CRM platform is designed to adapt to the organization’s needs. This platform keeps everything in one place, boosting collaboration between different departments, including sales, marketing, and customer service. Some of the major highlights of this solution are real-time patient analytics, segmented marketing, and automated patient journeys. It also complies with HIPAA guidelines, providing utmost security for sensitive patient data.
Pros:
- User-friendly interface
- Great scalability
- Hassle-free integrations
Cons:
- Limited customization options
- Slow customer support
- Frequent server issues
Zoho
This comprehensive CRM solution focuses on patient management. It also offers a well-organized system for storing and managing detailed patient data, appointment scheduling, and communication. You get streamlined patient data management with valuable integrations and an adaptable mobile app for on-the-go access.
Pros:
- Robust security measures
- User-friendly interface
- Automation of repetitive tasks
- High adaptability
- Cost-effectiveness
Cons:
- Steep learning curve
- Lack of healthcare-specific features
- Complex customizations
- Limited integrations with healthcare software
OperDDS
This CRM solution is designed specifically for dental practices. It serves dental clinics of all sizes and facilitates features to improve internal staff communication and patient interaction. It also enables secure messaging for staff on any device, offering quick and easy data sharing. HIPAA-compliant digital forms on this platform allow for efficient patient intake and reduce paperwork burden. It comes with secure case collaboration tools that streamline communication between dentists and staff about patients.
Pros:
- Hassle-free integrations
- Reputation management feature
- Focus on dental-specific tools
Cons
- Lack of functionalities for billing, advanced charting, and inventory management
- Limited reporting capabilities
Creatio
This powerful healthcare CRM software is particularly great for midsize and large organizations. This is a no-code platform that allows users to customize workflows and applications without any programming knowledge. It is basically a suite that offers multiple applications for sales, marketing, and service. Healthcare organizations choose the modules they need or get the complete CRM solution for a holistic approach, ensuring patient satisfaction.
Pros:
- Flexibility and customization
- Scalability
- Automation opportunities
Cons:
- Complex functionalities
- Higher pricing
- It gets more complicated with additional users and features
Apart from these healthcare CRM solutions, you can also check out options like Pipedrive, Influx MD, Zendesk for Healthcare, SugarCRM, etc.
Key Features of Healthcare CRM
As the healthcare industry continues to evolve rapidly, healthcare organizations need to consistently deliver high-quality patient care while maintaining operational efficiency. The introduction of customer relationship management (CRM) platforms in the healthcare sector has simplified the process with the following features.
Standardized Call Management
Modern healthcare CRM platforms excel at capturing and categorizing call types, enabling standardized handling procedures. This feature allows healthcare organizations to ensure a consistent patient experience and efficiently allocate resources. If your organization struggles to manage calls and allocate resources, look for systems that offer customizable call scripts and automated call routing based on urgency and type.
Cross-Departmental Coordination
With advanced healthcare CRMs, you can facilitate seamless service orchestration across different departments. They can help improve interdepartmental communication and create a unified patient journey by breaking down silos. Your organization can take advantage of features like automated notifications, shared task lists, and customizable queues for this coordination.
Technology Consolidation
Top-tier healthcare CRM solutions consolidate numerous technologies into a single, comprehensive platform. This integration enhances data flow, simplifies operations, and reduces IT costs. Look for CRMs that offer built-in integrations with billing systems, EHR, and other crucial healthcare software.
AI-Driven Omnichannel Capabilities
While choosing an advanced healthcare CRM solution, make sure it supports omnichannel patient engagement. This should cover the following features:
- Improved patient access through multiple channels (email, phone, mobile apps, and chat)
- Platforms for consistent and tailored patient education
- Tools to ensure continuity of care across different healthcare settings
- Data integration features to aid individualized medicine approaches
Market Expansion and Patient Engagement
State-of-the-art CRMs offer more than basic patient management solutions. They should also support your organization’s growth and engagement. Seek out systems that offer the following features:
- Targeted marketing campaigns that lead to patient acquisition
- Personalized communication tools to improve patient engagement
- Comprehensive patient histories and care plan tracking to enhance care coordination
Advanced Analytics and Real-Time Reporting
The leading healthcare CRMs come with powerful analytics and reporting features. You can use them to get actionable insights and make informed decisions. The key aspects of this feature are as follows:
- Multi-channel analytics: It offers a comprehensive view of patient interactions across multiple communication channels.
- Real-time dashboards: They provide up-to-date statistics on crucial metrics such as average handle time across all healthcare queues.
- Custom report building: This feature allows non-technical users to develop personalized reports without the intervention of IT.
- Performance coaching: Use comparative analytics for targeted staff coaching and betterment.
- Revenue forecasting: This involves using historical data and predictive analytics to project future revenue streams and spot growth opportunities.
- Operations planning: This feature supports resource allocation, workflow optimization, and staffing decisions based on predictive modeling and trend analysis.
- Marketing analysis: This capability involves evaluating the effectiveness of engagement initiatives, marketing campaigns, and patient acquisition strategies.
Conclusion
There is no doubt that CRM is a useful tool that can resolve many issues faced by healthcare organizations. With competition getting fiercer in the healthcare industry, the adoption of such new technology can help hospitals and other healthcare organizations tackle issues like patient data management, call scheduling, interdepartmental collaboration, marketing, and more. Now that you have a decent understanding of CRM solutions in healthcare, it is time to do your own research and select an option that meets your organizational needs and budget.