Finding New Value in CRM

Building Loyalty and Managing Population Health

Optimize your customer relationship management strategy to reach care management goals and increase patient share by segmenting your target audience, tailoring the message, and automating communications.

Executive Summary

New goals require more direct, nuanced outreach approach

As new payment models place providers at greater risk for outcomes and costs, organizations are looking to their marketing departments to help improve care compliance and strengthen loyalty across the full care continuum.

Driving this level of patient engagement will require a more persuasive, responsive, and efficient outreach approach. To facilitate these requirements, marketers are turning to CRM systems to elicit stronger patient responses.

To achieve these new goals, even those providers who already use a CRM system must make significant changes in their CRM strategy.




Refining segmentation parameters

Marketers must narrow and shift their targeting strategies by adding segmentation parameters and modifying criteria within existing parameters. Increasingly, marketers must segment by:

  • Financial risk status, to prioritize patients for whom the institution is financially at risk for preventive care
  • Health risk status, to prevent escalation of health risk and associated costs
  • Decision-maker status, to improve household-wide care engagement and health

Customizing content and modality

Marketers must develop effective messages and deliver them through preferred communication channels to inspire complex behavior changes in patients. Intensive personalization is one demonstrated method for improving outreach effectiveness, as measured by call-to-action response rates.

CRM systems can use an individual's demographic and psychographic profile to tailor message style, sender, and channel to elicit higher response rates. Then, by dynamically tracking individual responses, CRM systems can detect preferences and adjust accordingly.

Pinpointing delivery opportunities

Desired patient responses often require reinforcing messaging. Given that patients' care pathways are unique and unsynchronized, the timing of this messaging must be dictated by patient needs and customized to each patient in order to increase the likelihood of eliciting the desired behavior.

Marketers must automate patient communications based on a wide range of patient behaviors, clinical care pathway steps, and time lapse indicators.

By reading this study, members will learn:

  • Which three CRM segmentation strategies can improve message targeting
  • How CRM systems can predict patients’ preferred communication channels to improve response rate
  • How Cleveland Clinic's CRM system customizes messaging schedules based on patients' care pathways
  • How a CRM system can automatically redirect ED misusers to appropriate sites of care

New goals require more direct, nuanced outreach approach

As new payment models place providers at greater risk for outcomes and costs, organizations are looking to their marketing departments to help improve care compliance and strengthen loyalty across the full care continuum.

Driving this level of patient engagement will require a more persuasive, responsive, and efficient outreach approach. To facilitate these requirements, marketers are turning to CRM systems to elicit stronger patient responses.

To achieve these new goals, even those providers who already use a CRM system must make significant changes in their CRM strategy.




Refining segmentation parameters

Marketers must narrow and shift their targeting strategies by adding segmentation parameters and modifying criteria within existing parameters. Increasingly, marketers must segment by:

  • Financial risk status, to prioritize patients for whom the institution is financially at risk for preventive care
  • Health risk status, to prevent escalation of health risk and associated costs
  • Decision-maker status, to improve household-wide care engagement and health

Customizing content and modality

Marketers must develop effective messages and deliver them through preferred communication channels to inspire complex behavior changes in patients. Intensive personalization is one demonstrated method for improving outreach effectiveness, as measured by call-to-action response rates.

CRM systems can use an individual's demographic and psychographic profile to tailor message style, sender, and channel to elicit higher response rates. Then, by dynamically tracking individual responses, CRM systems can detect preferences and adjust accordingly.

Pinpointing delivery opportunities

Desired patient responses often require reinforcing messaging. Given that patients' care pathways are unique and unsynchronized, the timing of this messaging must be dictated by patient needs and customized to each patient in order to increase the likelihood of eliciting the desired behavior.

Marketers must automate patient communications based on a wide range of patient behaviors, clinical care pathway steps, and time lapse indicators.