Physician Relations Made Easier with Technology and CRM Society for Healthcare Strategy and Market Development Annual Conference – Orlando October 1, 2009

Who We Are: Wake Forest University Baptist Medical Center : Academic medical center Physician Relations Forte Partners, LLC Business development consultants Work with hospitals and physicians

Wake Forest University Baptist Medical Center :

Academic medical center

Physician Relations

Forte Partners, LLC

Business development consultants

Work with hospitals and physicians

Learning Objectives Understand benefit/use of a CRM program. Acquire basic knowledge of CRM systems and their primary functionality including issue tracking. Case study Learn essential investigation steps in exploring CRM options. Discuss value added to outreach operations.

Understand benefit/use of a CRM program.

Acquire basic knowledge of CRM systems and their primary functionality including issue tracking.

Case study

Learn essential investigation steps in exploring CRM options.

Discuss value added to outreach operations.

Overview of Customer Relationship Management (CRM) What is CRM? Business process Strategy vs. technology

What is CRM?

Business process

Strategy vs. technology

CRM as a Business Process Many of your organizations are already involved with CRM. May be using to track referrals, manage physician recruitment or outreach efforts.

Many of your organizations are already involved with CRM.

May be using to track referrals, manage physician recruitment or outreach efforts.

Technology Can Enhance Your Process More efficiency More consistency Central repository Greater access Historical tracking Easier analysis

More efficiency

More consistency

Central repository

Greater access

Historical tracking

Easier analysis

A Bit of History CRM tools formerly expensive and only used by large corporations. In earlier decade, CRM touted as revolutionary -- would change the way businesses interact with their customers. CRM prestige fell short of promise because it requires people and processes to help it deliver on value. Software and feature advances making CRM tools more useful and accessible.

CRM tools formerly expensive and only used by large corporations.

In earlier decade, CRM touted as revolutionary -- would change the way businesses interact with their customers.

CRM prestige fell short of promise because it requires people and processes to help it deliver on value.

Software and feature advances making CRM tools more useful and accessible.

Basic Features in CRM Tools Contact mgmt Calendar interface Pending/tasks Activity tracking Centralized information Field/office

Contact mgmt

Calendar interface

Pending/tasks

Activity tracking

Centralized information

Field/office

CRM as a Physician Tracking Tool Architecture reinforcing physicians as customers. Central physician database with distributed access. Touch point documentation. Sales planning. Can integrate with other systems such as call center.

Architecture reinforcing physicians as customers.

Central physician database with distributed access.

Touch point documentation.

Sales planning.

Can integrate with other systems such as call center.

Features to Enhance Physician Relations Access, updates and collaboration with data! Outreach management – duplication of efforts reduced. Document management. Market intelligence. Issue management. Tracking activities/trends

Access, updates and collaboration with data!

Outreach management – duplication of efforts reduced.

Document management.

Market intelligence.

Issue management.

Tracking activities/trends

Added Organizational Benefits Enhanced relationship management. Real-time updates to physician database. Cost reductions -- the right things are being done at the right time. Increased physician satisfaction. Spotlights trends and operational issues. Tracking progress against sales plan. Management reporting enhanced. Outreach process more efficient.

Enhanced relationship management.

Real-time updates to physician database.

Cost reductions -- the right things are being done at the right time.

Increased physician satisfaction.

Spotlights trends and operational issues.

Tracking progress against sales plan.

Management reporting enhanced.

Outreach process more efficient.

Overview of Various CRM Tools Off-the-shelf programs Installed or enterprise software programs --customizable or with specific physician relations features. Web-based, vendor-hosted systems (SaaS)

Off-the-shelf programs

Installed or enterprise software programs --customizable or with specific physician relations features.

Web-based, vendor-hosted systems (SaaS)

Off-the-shelf Considerations “Off the shelf” doesn’t always mean inexpensive. Most organizations need more than one license. Many organizations like to have their off-the-shelf programs “customized” or tailored to their needs. No such thing as a fast solution. It is a process!

“Off the shelf” doesn’t always mean inexpensive.

Most organizations need more than one license.

Many organizations like to have their off-the-shelf programs “customized” or tailored to their needs.

No such thing as a fast solution.

It is a process!

Installed, Enterprise Considerations Healthcare is unique. Niche market and vendor reputation. Enterprise CRM - sales, marketing, service, and support staff can share information and coordinate across the ENTIRE organization. IT capability of organization Scale flexibility

Healthcare is unique.

Niche market and vendor reputation.

Enterprise CRM - sales, marketing, service, and support staff can share information and coordinate across the ENTIRE organization.

IT capability of organization

Scale flexibility

Lots of choices – demos free http:// www.salesforce.com / http:// www.rightnow.com / http:// www.netsuite.com/portal/home.shtml http:// www.maximizer.com / http:// www.infusioncrm.com / http:// www.highrisehq.com /

http:// www.salesforce.com /

http:// www.rightnow.com /

http:// www.netsuite.com/portal/home.shtml

http:// www.maximizer.com /

http:// www.infusioncrm.com /

http:// www.highrisehq.com /

Hosted/SaaS/Web-based Considerations Entry cost can be lower. Depending on the vendor, implementation can be fast and even easy. No need for hardware or IT support. Easily accessible – the internet. Security is a discussion point! Organization stability. Integration with Other Technologies Pay as you go but no ownership. Customization limited.

Entry cost can be lower.

Depending on the vendor, implementation can be fast and even easy.

No need for hardware or IT support.

Easily accessible – the internet.

Security is a discussion point!

Organization stability.

Integration with Other Technologies

Pay as you go but no ownership.

Customization limited.

Choice – Finding Balance Function Use Fit Cost

Function

Use

Fit

Cost

More Parts of the Puzzle Access to the database – number and type of users? Data integration considerations System hosting – especially if multiple sites Customization requirements Management reports Data security and data storage System administrator Training/support

Access to the database – number and type of users?

Data integration considerations

System hosting – especially if multiple sites

Customization requirements

Management reports

Data security and data storage

System administrator

Training/support

One Medical Center’s Journey Wake Forest University Baptist Medical Center

Need for CRM Defined Not Most Customer-Friendly Model Practices visited by multiple people No single contact person for institution Could not addresses needs outside of their areas No global issue resolution process - inefficient

Not Most Customer-Friendly Model

Practices visited by multiple people

No single contact person for institution

Could not addresses needs outside of their areas

No global issue resolution process - inefficient

Infrastructure and Support Tool Needs Referral practice database Strategic outreach plan Sales plans Clear reporting relationship Contact management system We needed help fast!!!

Referral practice database

Strategic outreach plan

Sales plans

Clear reporting relationship

Contact management system

We needed help fast!!!

Outside Consultant Keeps the Project Moving Forward Conducted internal interviews to assess needs Provided background information on CRM Provided recommendations based on needs Researched CRM technologies/companies Provided profiles of five companies

Conducted internal interviews to assess needs

Provided background information on CRM

Provided recommendations based on needs

Researched CRM technologies/companies

Provided profiles of five companies

Cost Implications/Generalities Users? Customization? Solo or with a consultant? Infrastructure impact? Hardware upgrades Data transfer? Training needs?

Users?

Customization?

Solo or with a consultant?

Infrastructure impact?

Hardware upgrades

Data transfer?

Training needs?

Key Points Underscored Don’t let great get in the way of good Obtain buy-in across organization for the solution Outreach strategy should drive solution

Don’t let great get in the way of good

Obtain buy-in across organization for the solution

Outreach strategy should drive solution

Questions Suzanne Dewey Forte Partners, LLC [email_address]

Suzanne Dewey

Forte Partners, LLC

[email_address]