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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.

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

  1. 1. Physician Relations Made Easier with Technology and CRM Society for Healthcare Strategy and Market Development Annual Conference – Orlando October 1, 2009
  2. 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 2
  3. 3. Learning Objectives 1. Understand benefit/use of a CRM program. 2. Acquire basic knowledge of CRM systems and their primary functionality including issue tracking. 3. Case study 4. Learn essential investigation steps in exploring CRM options. 5. Discuss value added to outreach operations. 3
  4. 4. Overview of Customer Relationship Management (CRM)  What is CRM?  Business process  Strategy vs. technology 4
  5. 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. 5
  6. 6. Technology Can Enhance Your Process  More efficiency  More consistency  Central repository  Greater access  Historical tracking  Easier analysis 6
  7. 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. 7
  8. 8. Basic Features in CRM Tools  Contact mgmt  Calendar interface  Pending/tasks  Activity tracking  Centralized information  Field/office 8
  9. 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. 9
  10. 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 10
  11. 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. 11
  12. 12. Overview of Various CRM Tools 1. Off-the-shelf programs 2. Installed or enterprise software programs --customizable or with specific physician relations features. 3. Web-based, vendor- hosted systems (SaaS) 12
  13. 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! 13
  14. 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 14
  15. 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/ 15
  16. 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. 16
  17. 17. Choice – Finding Balance  Function  Use  Fit  Cost 17
  18. 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 18
  19. 19. One Medical Center’s Journey Wake Forest University Baptist Medical Center 19
  20. 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 20
  21. 21. Infrastructure and Support Tool Needs  Referral practice database  Strategic outreach plan  Sales plans  Clear reporting relationship  Contact management system We needed help fast!!! 21
  22. 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 22
  23. 23. Cost Implications/Generalities  Users?  Customization?  Solo or with a consultant?  Infrastructure impact?  Hardware upgrades  Data transfer?  Training needs? 23
  24. 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 24
  25. 25. Questions  Suzanne Dewey Forte Partners, LLC sdewey@fortepartnersllc.com 25

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