Healthcare CRMCustomer relationship management (CRM) software has a wide range of applicability across healthcare industry sectors.

The breadth of healthcare CRM capabilities continues to increase. This means organizations can consolidate more of the previously disparate data and functionality onto a single platform.

The results include:

  • Fewer silos of patient and physician data
  • A diminishing need for expensive integrations among disparate systems
  • Cost savings across software and systems administration

A recent example is the fact that telehealth services can now be fully embedded within a CRM system rather than being managed as a separate set of desktop and mobile applications.

Various healthcare sectors benefit in these areas:

Patient Acquisition

A common thread across many sectors is the need for more and better communication with influencers and referral sources–principally physicians.

Physician Relationship Management

Managing ongoing relationships with physicians is important across all healthcare sectors. There are various ways that CRM can improve these relationships.

Improved Quality of Patient Care

Healthcare CRM systems can improve the quality of patient care by creating greater operational efficiency.

Better Ongoing Communication With Patients

The continuing convergence of CRM and marketing technologies means that email, text and chats no longer need to be managed within different systems.

Specific Healthcare CRM Benefits to Industry Sectors

Mature CRM platforms are no longer the “one size fits all” solutions they used to be. Here are some specific ways that healthcare sectors can take advantage of healthcare CRM.

Medical Device Companies

Medical technology is a rapidly growing industry. Many medical device startups are formed each month.

A key sales goal for these manufacturers is to get approved medical technology in the hands of doctors so that they can evaluate devices and applications. Other areas that CRM addresses are:

  • Sales
  • Marketing Automation
  • Customer Support
  • Field Asset Tracking
  • Field Service
  • Patient Training

Drug & Alcohol Rehabilitation Facilities

As with other sectors, improving the quality of patient care and reducing operational expenses are key outcomes from implementing CRM. Where CRM fits in:

  • Sales of programs
  • Patient assessment
  • Risk stratification
  • Patient intake
  • Patient care plan management
  • Telehealth counseling

Physical Therapy Practices

Physician referrals are the lifeblood of physical therapy practices. Beyond physician referrals, there are a number of use cases for CRM:

  • Physician outreach
  • Patient intake
  • Patient feedback surveys
  • Follow up email sequences

Hospitals & Clinics

CRM has become a mission critical platform within many hospitals & clinics. Among the areas covered by CRM are:

  • Physician recruitment
  • Patient care plan management
  • EHR integration
  • Patient portals
  • Pre-surgery assessments
  • Risk stratification
  • Patient feedback surveys
  • Personalized email sequences

Healthcare CRM continues to evolve. Vendors such as Salesforce are continually adding new capabilities and building their ecosystems.

About the Author

John RousevilleJohn Rounseville is Co-Founder and VP of Business Development at Saxa Solutions in Boston, MA. Saxa specializes in consulting services for Salesforce Health Cloud customers. For more information about Salesforce in your sector, contact John.

John Rounseveille LinkedIn