What kinds of CRM tools are available to help a physician relations effort with physician tracking? Overview of tools and benefits for physician referral development.
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Using CRM to Make Physician Referral Networking/Tracking Easier 10 09 Modified
1. Physician Relations
Made Easier with
Technology and CRM
Society for Healthcare Strategy and Market Development
Annual Conference – Orlando
October 1, 2009
2. Who We Are:
Wake Forest University Baptist
Medical Center:
Academic medical center
Physician Relations
Forte Partners, LLC
Business development consultants
Work with hospitals and physicians
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3. Learning Objectives
1. Understand benefit/use of a CRM program.
2. Acquire basic knowledge of CRM systems
and their primary functionality including
issue tracking.
3. Case study
4. Learn essential investigation steps in
exploring CRM options.
5. Discuss value added to outreach
operations.
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5. CRM as a Business Process
Many of your
organizations are
already involved
with CRM.
May be using to
track referrals,
manage physician
recruitment or
outreach efforts.
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6. Technology Can Enhance Your
Process
More efficiency
More consistency
Central repository
Greater access
Historical tracking
Easier analysis
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7. A Bit of History
CRM tools formerly expensive and only used
by large corporations.
In earlier decade, CRM touted as
revolutionary -- would change the way
businesses interact with their customers.
CRM prestige fell short of promise because it
requires people and processes to help it
deliver on value.
Software and feature advances making CRM
tools more useful and accessible.
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8. Basic Features in CRM Tools
Contact mgmt
Calendar interface
Pending/tasks
Activity tracking
Centralized
information
Field/office
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9. CRM as a Physician Tracking Tool
Architecture reinforcing physicians as
customers.
Central physician database with distributed
access.
Touch point documentation.
Sales planning.
Can integrate with other systems such as call
center.
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10. Features to Enhance Physician
Relations
Access, updates and
collaboration with data!
Outreach management –
duplication of efforts reduced.
Document management.
Market intelligence.
Issue management.
Tracking activities/trends
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11. Added Organizational Benefits
Enhanced relationship management.
Real-time updates to physician database.
Cost reductions -- the right things are being
done at the right time.
Increased physician satisfaction.
Spotlights trends and operational issues.
Tracking progress against sales plan.
Management reporting enhanced.
Outreach process more efficient.
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12. Overview of Various CRM Tools
1. Off-the-shelf programs
2. Installed or enterprise
software programs
--customizable or with
specific physician
relations features.
3. Web-based, vendor-
hosted systems
(SaaS)
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13. Off-the-shelf Considerations
“Off the shelf” doesn’t always mean
inexpensive.
Most organizations need more than one
license.
Many organizations like to have their off-the-
shelf programs “customized” or tailored to
their needs.
No such thing as a fast solution.
It is a process!
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14. Installed, Enterprise Considerations
Healthcare is unique.
Niche market and vendor reputation.
Enterprise CRM - sales, marketing, service,
and support staff can share information and
coordinate across the ENTIRE organization.
IT capability of organization
Scale flexibility
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16. Hosted/SaaS/Web-based Considerations
Entry cost can be lower.
Depending on the vendor, implementation can be
fast and even easy.
No need for hardware or IT support.
Easily accessible – the internet.
Security is a discussion point!
Organization stability.
Integration with Other Technologies
Pay as you go but no ownership.
Customization limited.
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18. More Parts of the Puzzle
Access to the database – number and type of
users?
Data integration considerations
System hosting – especially if multiple sites
Customization requirements
Management reports
Data security and data storage
System administrator
Training/support
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20. Need for CRM Defined
Not Most Customer-Friendly Model
Practices visited by multiple people
No single contact person for
institution
Could not addresses needs
outside of their areas
No global issue resolution process
- inefficient
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21. Infrastructure and Support Tool
Needs
Referral practice database
Strategic outreach plan
Sales plans
Clear reporting relationship
Contact management system
We needed help fast!!!
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22. Outside Consultant Keeps the
Project Moving Forward
Conducted internal interviews to assess needs
Provided background information on CRM
Provided recommendations based on needs
Researched CRM technologies/companies
Provided profiles of five companies
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23. Cost Implications/Generalities
Users?
Customization?
Solo or with a
consultant?
Infrastructure impact?
Hardware upgrades
Data transfer?
Training needs?
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24. Key Points Underscored
Don’t let great get in the way of good
Obtain buy-in across organization for the
solution
Outreach strategy should drive solution
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Objectives – overview of CRM (history/types/functions) What to look for in CRM tool, WFUBMC case, how add value
Application and strategy. Application is ASSIST for mkting, sales, service and reporting. UNIFYING customer interactions
? How many employing some type of CRM? Various formats (paper files, excel, outlook)
National Survey w/ CHG and Strat HC Mkting in 2007 – top applications (Excel 26%, ACT 21%, home grown 21%, paper system 14% and Access 13% Satisfaction == same survey only 1/3 had strong satisfaction
?? How many satisfied if have system – what want it to do?? Write down on flip chart
Organizations = good people
Story of Mary, the physician liaison and the courted physician who needed special service
Value of each item -- explain
Lots of promise
Silver bullet
No integration of strategy w/ reality
1980sdatabase mkting
1990sbecame two-way, proliferation of Frequent Flier
2000scontinously update customer preferences/needs
silo redux
great customer knowledge == listening == not giving lip service…
Explain functions
Power of centralized information == example of lab complaint
CRM == patients, physicians
Tracking Tool == live, up to date, detailed rolodex
you can’t remember it all
Accumulation of info to see patterns, make assessments
Issues Mgmt
Mkt intelligence
Document mgmt
Training tool for new liaisons
Data integration and collaboration
??? Do you know which physicians prefer consulting reports via email/fax/phone/letter?
Pri care seeking more choice w/ orthopedics
IMAGINE THE DIFFERENCE
service to phy based on profile
good news with recruit
personal detail of office mgr.
CRM == feel special and wanted
Right Now Technologies, SalesForce.com, Microsoft Dynamics CRM, Oracle, NetSuite, ACT, Zoho, Sage, Eloquo, Sugar CRM, Silverpop === so much choice
Essentially 3 types but these lines getting blurred
Each category – own benefits
Know your needs upfrontIT resources??use across organization??
Questions to ask?
will db be shared?Access to data from mobile platforms?Shared corporate calendar?
Automated follow-up system? Tracking of issues mgmt?Shared knowledge base?
Pkg apps remove some risk
Development time can be reduced
Don’t need to know lines of code to reconfigure
May still need guidance beyond hospital IT for report tailoring, issues mgmt protocol
In HC, complicated – customer portfolio complex – patient & physician
when add HIPPA regs == endeavors more complicated
Value of using solution specifically designed to hc or at least with vendors who are knowledgeable of hc
In addition to slide points – don’t start learning to drive w/ a Farrari
build incrementally
Data conversions == Buxton example == procured system but didn’t realized had data conversion issue
Value in sampling
website info
testimonials
demos
on-line chat
A few independent CRM resources that provide reviews
CRMforecast.com
Forrester.com == paid info
Consider total cost of ownership when making comparisons
enterprise will cost more because it does more
Save hard-ware costs if not housed on own internal system and accessed via web
User accessibility important
BIDMC and CITRIX example
Real-time updates vs. lag
Pay as you go – no ownership -- cost examples later
Slide summarizes issues in nutshell == solution not necessarily better – it is how works w/ your organization
FUNCTIONALITY – what are you going to do?track service satisfaction?collect and profile mkt intel?
monitor and enhance business dev?Create must have vs. nice to have DETERMINE NEEDS FIRST
USE – driving metaphor of Ferrari – BUXTON – little dept that thought it could…
SHOULD MAKE LIFE EASIER for end-user == litmus test
training and end-user considerations – ADVOCATE example (GM vs. Access)
FIT – vendor (tenure, other clients, how handle ur data, security, prior hc experience, data conversion process, how do you feel about them?
COST – an obvious factor that we get into more detail in a bit
Cost last for a reason == low price vs. low cost
Examine cost w/ other key issues
Price can be tricky – try to see total cost (training, data issues, on-going support/maintenance, upgrades
Have overview in general terms – WFUBMC Case Study -- specifcs
Finding balance of nutshell issues (function, use, fit and cost) unique to each org.
Plan it out first before looking in earnest – integrate w/ call center right off? Physician recruitment module? Work w/ patients?
Great resources here – exhibitors MktWare, Microsoft Dynamics CRM (Software Solutions Group) – other vendors that have CRM w/ mkting or other twist include Reach3, CPM Marketing, Kontact Intelligence.
Top 3 reason to use CRM
provides internal communication and cohesion for phy rels (silo busting)
supports retention efforts – svc and mechanism for issue tracking and reporting
reinforces phys rels program value via reporting features