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Using CRM to Make Physician Referral Networking/Tracking Easier 10 09 Modified

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What kinds of CRM tools are available to help a physician relations effort with physician tracking? Overview of tools and benefits for physician referral development.

What kinds of CRM tools are available to help a physician relations effort with physician tracking? Overview of tools and benefits for physician referral development.

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  • 1. Physician Relations Made Easier with Technology and CRM Society for Healthcare Strategy and Market Development Annual Conference – Orlando October 1, 2009
  • 2. 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
  • 3. 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.
  • 4. Overview of Customer Relationship Management (CRM)
    • What is CRM?
      • Business process
      • Strategy vs. technology
  • 5. 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.
  • 6. Technology Can Enhance Your Process
    • More efficiency
    • More consistency
    • Central repository
    • Greater access
    • Historical tracking
    • Easier analysis
  • 7. 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.
  • 8. Basic Features in CRM Tools
    • Contact mgmt
    • Calendar interface
    • Pending/tasks
    • Activity tracking
    • Centralized information
    • Field/office
  • 9. 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.
  • 10. 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
  • 11. 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.
  • 12. 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)
  • 13. 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!
  • 14. 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
  • 15. 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 /
  • 16. 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.
  • 17. Choice – Finding Balance
    • Function
    • Use
    • Fit
    • Cost
  • 18. 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
  • 19. One Medical Center’s Journey Wake Forest University Baptist Medical Center
  • 20. 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
  • 21. Infrastructure and Support Tool Needs
    • Referral practice database
    • Strategic outreach plan
    • Sales plans
    • Clear reporting relationship
    • Contact management system
    • We needed help fast!!!
  • 22. 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
  • 23. Cost Implications/Generalities
    • Users?
    • Customization?
    • Solo or with a consultant?
    • Infrastructure impact?
    • Hardware upgrades
    • Data transfer?
    • Training needs?
  • 24. 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
  • 25. Questions
    • Suzanne Dewey
    • Forte Partners, LLC
    • [email_address]