Is Enterprise-Wide CRM Possible?
The state of CRM in health care today is that it doesn’t often live up to customer expectations. But are those expectations realistic? Or do organizations expect CRM to do too much?
// By Elaine Christie //
CRM is evolving, allowing health care leaders to prioritize high-value communications that drive profitability and support patients on their health care journey.
Today’s digital transformation has ushered in a plethora of cloud-based tools to slice, dice, analyze, personalize, and track patient data. A health care customer relationship management (CRM) system is one of the leading tools for making interactions more coordinated and streamlined.
With this evolution in mind, it’s essential that health care organizations manage patient and consumer communications across the enterprise. But what are some best practices for implementation? How can leaders gain visibility into each area? And how can organizations set priorities that align with the strategic plan when launching campaigns?
Abhi Sharma, former chief product officer, Loyal
An overarching question is: How much should you realistically expect the CRM to do? Abhi Sharma, former chief product officer at Loyal, says, “My opinion is that a CRM shouldn’t be a single source of truth of record for all patient interactions. It’s a near-impossible task.”
Instead, he suggests a strategic framework in which marketing links arms with other functional areas to define measurable strategies that align with the organization’s key objectives. It’s less about an enterprise-wide CRM platform and more about enterprise-wide strategic thinking.
These are some of the themes Sharma covered in a recent eHealthcare Strategy & Trends webinar. The webinar looked at the promise of CRM, and the reality.