CRM software plays an integral part of every industry — and that includes the healthcare sector. A healthcare CRM may sound unconventional. After all, typical CRM functionalities seem more centered on marketing and sales, right? Yes, but CRMs designed for the specific challenges and processes of healthcare organizations can offer a lot of benefits.
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Picking the right CRM can be tricky, so we’ve put together a list of the top CRM solutions targeted at healthcare organizations. We’ll cover everything you need to know about healthcare CRM and its features and functionalities.
Key Features of a Healthcare CRM
A healthcare CRM is similar to a regular CRM, with the main difference being the unique functionality required by healthcare providers.
The healthcare industry mainly focuses on two types of CRM software — one that enables organizations to stay connected with their patients and one to facilitate connections between general and specialized practices.
Each will have its own set of requirements and accompanying features. However, these are the primary features to keep in mind when looking for a CRM to support your healthcare needs.
Running a medical institution requires a lot of patient engagement. Just like engaging with your customers is incredibly important in order to foster a long-term relationship in a business, it’s essential to maintain patient relationships too.
Healthcare CRM software provides automation to manage the communication workload. For example, you can schedule mass email newsletters with updates on your facilities, offers and industry news. You can also provide health tips in these newsletters, making your patients feel like you’re actively helping them live a healthy life. Such practices help develop patient relations and encourage them to stay loyal.
Compliance in any industry is important but difficult to carry out. HIPAA regulations are among the strictest there are, making it vital that you have tools to adequately handle its requirements. Healthcare CRM solutions can help by making sure you meet these regulations.
Additionally, keeping patient information digital removes the need to manage paper documents. Many CRM systems include cybersecurity capabilities, helping you protect patient information. In other words, no one could gain access to sensitive information accidentally because you misplaced a file. This is highly important for the healthcare industry, since it has the highest data breach cost compared to any other industry.
The number one priority of any healthcare organization is to take care of its patients. The best organizations constantly strive to be more patient-centric, ensuring that no patient ever gets left out.
Healthcare CRM meets this goal by facilitating communication so it’s easier to be available and provide 360-degree attention to patients. It can also store patient data similar to EHR software, including tests, diagnoses and treatments, providing physicians access to each patient’s history whenever needed. Additionally, chat features allow physicians to collaborate, advise each other and share expertise.
The ability to segment incoming appointment requests and other inquiries enables you to keep everything organized. You can prioritize requests based on location, conditions, affiliated physicians, referring partners, medical history and diagnosis, family records, and other factors. Email, texts and chats let professionals easily communicate about the same data.
Contact management is the backbone of any CRM system. With healthcare CRM software, it acts as an effective tool for expanding and maintaining a consistent patient base. It allows you to organize and arrange your various contacts into groups, based on things like demographics, medical needs, position in the sales funnel or any combination you find helpful.
This segmentation allows you to target these patients more effectively with your marketing and sales materials, increasing the chances of them returning to your organization.
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Practice Management Integration
Integration with a practice management system helps manage the administrative processes necessary for running a practice, hospital or other healthcare organization. It can automate tasks that would otherwise take several hours to complete, freeing your time up for more important tasks.
For example, when a patient schedules an appointment through a patient portal, that can automatically be logged in their CRM profile. This provides an automated record of when the appointment was made, when it occurred and what it was for. Similarly, billing information can be recorded automatically in the CRM as well, including late payments and insurance provider information.
EHR and EMR Integration
EHR and EMR integration streamlines and automates otherwise manual processes. EHR and EMR software automatically record medical inputs rather than administrative information about your patients.
After your patients come in for an appointment, get diagnosed and receive treatment, that information is logged in an EHR and/or EMR. With integration in place, that data is then automatically entered in the patient’s profile in the CRM, giving you a complete view of your patients.
Syncing your EMR or EHR with your healthcare CRM promotes patient engagement. For instance, if you have a patient that’s receiving a certain type of treatment, you can use your CRM to add them to a group of patients that receive offers and information that’s relevant to their treatment plan.
Reporting is an important part of every CRM software. It’s not easy to manually plan, implement and review marketing efforts, even for the healthcare sector, but a healthcare CRM helps you maintain and track ROI. This way, you know which campaigns are generating leads, helping acquire patients and most benefiting your medical center.
Data insights can help improve your hospital by lowering patient acquisition costs as well. When combined with patient records, you can more readily identify the best people to reach out to and understand the kind of service or product they need. With this increased efficiency in outreach, you can avoid spending money trying to engage patients who may not need your service at the moment.
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