Pivot Point Consulting’s Advisory Services leadership team headed to Seattle last week for SHSMD Connections. It was a great opportunity to learn and share our thinking on the role of healthcare strategy and market development given today’s rapidly evolving environment.
Sessions focused on the healthcare experience with many questions around the integration of CRM.
Pivot Point Consulting’s 5 Key Takeaways:
- Patient Engagement is driving three-dimensional convergence in provider organizations. Strategy, Operations and IT are starting to align and work together in an unprecedented fashion to meld market message and position, service execution and technology to inform and enrich the patient experience.
- CRM is not a 4-letter word. Healthcare organizations are pivoting from viewing Customer Relationship Management (CRM) systems as pejorative (they are “patients,” not “customers”) to embracing CRM as a key tool for care, service delivery and business operations – bolstered by analytics. With a closed circle CRM-EHR workflow, organizations can now ascertain the effectiveness of targeted social media messages in terms of measured increases in additional volume for a service line, location or/or provider.
- Emerging modern school of thinking – customer experience versus patient experience. Outbound messaging (marketing) is measurably most effective when targeting those who are in a no- or low-acuity state (those who are able and willing to ACT like a consumer). Once someone crosses a threshold into a state of higher acuity, they make decisions in ways that clinicians influence, not a healthcare system. This does not mean organizations should not promote specialty service lines, only that they should understand how customers enter those lines, and tailor their approach to the early stages of those pathways.
- The enterprise system equation now = ERP+EHR+CRM. The new “system of systems” model allows delivery organizations to optimize opportunities for operational integration and impact. ERP and EHR are widely-recognized as key systems … And CRM is quickly emerging as a critical piece of the enterprise triad for omni-directional data-sharing. Each of these systems requires finding and retaining unique skillsets, robust governance and ongoing optimization. Cross-platform data integration, governance, and analytics will further the demands on IT, but are needed to foster innovation and collaboration of the magnitude emerging in the market.
- Divisional and departmental core competencies must be identified, acknowledged and socialized. Marketing holds expertise in defining the customer experience, target market, messaging and delivery. IT is responsible for selecting, building, implementing and maintaining technology. Operations is responsible for planning, organizing and coordinating the resources needed to provide services. They all need to understand each other’s specialty to drive successful, integrated outcomes.
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We appreciate opportunities to be part of these important industry conversations—to learn from others and share what we’re seeing given our deep experience in healthcare IT.
Reach out to schedule a time to discuss any of these issues in more depth with our Advisory Services team.
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