Becker’s Hospital Review recently posted a great article by Les Stern (@lsternmktg) on customer relationship management (CRM) in healthcare. Les offered a clear definition of CRM (something which can be hard to do!) and shared advice for implementation and success.
In his definition, he shared three key elements of CRM for healthcare providers:
• Capturing data from across the enterprise and consolidating it into a database (also known as a Master Customer Information File)
• Analyzing the database to determine the best marketing opportunities, the best targets for those opportunities, and the best ways to communicate with those targets. This can include marketing to: Patients, non-patient consumers, referring physicians (owned and non-owned) and non-referring physicians
• Identifying the return on investment from those campaignsContinue reading »