Objectives – overview of CRM (history/types/functions) What to look for in CRM tool, WFUBMC case, how add value
Application and strategy. Application is ASSIST for mkting, sales, service and reporting. UNIFYING customer interactions
? How many employing some type of CRM? Various formats (paper files, excel, outlook) National Survey w/ CHG and Strat HC Mkting in 2007 – top applications (Excel 26%, ACT 21%, home grown 21%, paper system 14% and Access 13% Satisfaction == same survey only 1/3 had strong satisfaction ?? How many satisfied if have system – what want it to do?? Write down on flip chart
Organizations = good people Story of Mary, the physician liaison and the courted physician who needed special service Value of each item -- explain
Lots of promise Silver bullet No integration of strategy w/ reality 1980sdatabase mkting 1990sbecame two-way, proliferation of Frequent Flier 2000scontinously update customer preferences/needs silo redux great customer knowledge == listening == not giving lip service…
Explain functions Power of centralized information == example of lab complaint
CRM == patients, physicians Tracking Tool == live, up to date, detailed rolodex you can’t remember it all Accumulation of info to see patterns, make assessments
Issues Mgmt Mkt intelligence Document mgmt Training tool for new liaisons Data integration and collaboration
??? Do you know which physicians prefer consulting reports via email/fax/phone/letter? Pri care seeking more choice w/ orthopedics IMAGINE THE DIFFERENCE service to phy based on profile good news with recruit personal detail of office mgr. CRM == feel special and wanted
Right Now Technologies, SalesForce.com, Microsoft Dynamics CRM, Oracle, NetSuite, ACT, Zoho, Sage, Eloquo, Sugar CRM, Silverpop === so much choice Essentially 3 types but these lines getting blurred Each category – own benefits Know your needs upfrontIT resources??use across organization?? Questions to ask? will db be shared?Access to data from mobile platforms?Shared corporate calendar? Automated follow-up system? Tracking of issues mgmt?Shared knowledge base?
Pkg apps remove some risk Development time can be reduced Don’t need to know lines of code to reconfigure May still need guidance beyond hospital IT for report tailoring, issues mgmt protocol
In HC, complicated – customer portfolio complex – patient & physician when add HIPPA regs == endeavors more complicated Value of using solution specifically designed to hc or at least with vendors who are knowledgeable of hc In addition to slide points – don’t start learning to drive w/ a Farrari build incrementally Data conversions == Buxton example == procured system but didn’t realized had data conversion issue
Value in sampling website info testimonials demos on-line chat A few independent CRM resources that provide reviews CRMforecast.com Forrester.com == paid info
Consider total cost of ownership when making comparisons enterprise will cost more because it does more Save hard-ware costs if not housed on own internal system and accessed via web User accessibility important BIDMC and CITRIX example Real-time updates vs. lag Pay as you go – no ownership -- cost examples later
Slide summarizes issues in nutshell == solution not necessarily better – it is how works w/ your organization FUNCTIONALITY – what are you going to do?track service satisfaction?collect and profile mkt intel? monitor and enhance business dev?Create must have vs. nice to have DETERMINE NEEDS FIRST USE – driving metaphor of Ferrari – BUXTON – little dept that thought it could… SHOULD MAKE LIFE EASIER for end-user == litmus test training and end-user considerations – ADVOCATE example (GM vs. Access) FIT – vendor (tenure, other clients, how handle ur data, security, prior hc experience, data conversion process, how do you feel about them? COST – an obvious factor that we get into more detail in a bit
Cost last for a reason == low price vs. low cost Examine cost w/ other key issues Price can be tricky – try to see total cost (training, data issues, on-going support/maintenance, upgrades Have overview in general terms – WFUBMC Case Study -- specifcs
Finding balance of nutshell issues (function, use, fit and cost) unique to each org. Plan it out first before looking in earnest – integrate w/ call center right off? Physician recruitment module? Work w/ patients? Great resources here – exhibitors MktWare, Microsoft Dynamics CRM (Software Solutions Group) – other vendors that have CRM w/ mkting or other twist include Reach3, CPM Marketing, Kontact Intelligence.
Top 3 reason to use CRM provides internal communication and cohesion for phy rels (silo busting) supports retention efforts – svc and mechanism for issue tracking and reporting reinforces phys rels program value via reporting features
Using CRM to Make Physician Referral Networking/Tracking Easier 10 09 Modified
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
Academic medical center
Forte Partners, LLC
Business development consultants
Work with hospitals and physicians
1. Understand benefit/use of a CRM program.
2. Acquire basic knowledge of CRM systems
and their primary functionality including
3. Case study
4. Learn essential investigation steps in
exploring CRM options.
5. Discuss value added to outreach
Overview of Customer
Relationship Management (CRM)
What is CRM?
CRM as a Business Process
Many of your
May be using to
Technology Can Enhance Your
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.
Basic Features in CRM Tools
CRM as a Physician Tracking Tool
Architecture reinforcing physicians as
Central physician database with distributed
Touch point documentation.
Can integrate with other systems such as call
Features to Enhance Physician
Access, updates and
collaboration with data!
Outreach management –
duplication of efforts reduced.
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.
Overview of Various CRM Tools
1. Off-the-shelf programs
2. Installed or enterprise
--customizable or with
3. Web-based, vendor-
“Off the shelf” doesn’t always mean
Most organizations need more than one
Many organizations like to have their off-the-
shelf programs “customized” or tailored to
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
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!
Integration with Other Technologies
Pay as you go but no ownership.
Choice – Finding Balance
More Parts of the Puzzle
Access to the database – number and type of
Data integration considerations
System hosting – especially if multiple sites
Data security and data storage
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
Could not addresses needs
outside of their areas
No global issue resolution process
Infrastructure and Support Tool
Referral practice database
Strategic outreach plan
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
Solo or with a
Key Points Underscored
Don’t let great get in the way of good
Obtain buy-in across organization for the
Outreach strategy should drive solution
Forte Partners, LLC