According to the Deloitte 2020 Survey of US Health Care Consumers report, the four broad demand classification includes agency & engagement, virtual healthcare, the technology used for health monitoring, and clinician relationship. Ironically, healthcare leaders are still unaware of how they can tap the potential of these preferences. The real challenge lies with adapting business models to meet the consumers’ expectations and measure their efficacy.
As a Salesforce partner, we are confident of helping businesses tap into the preferences through Salesforce’s ideal CRM platform. It will help fulfill the personalization expectations of consumers and help them access medical resources easily. It will ensure transparency in the health journey, make way for personalized interactions, and strengthen relationships. Here is how you can harness Salesforce for effective healthcare marketing:
Consolidated Customer-Patient Data for Healthcare Providers
Today, customer-patients are on the lookout for on-demand services, continued interaction, and a streamlined procedure for visit tracking, prescriptions, etc. Legacy healthcare systems comprise electronic health records, payment systems, enterprise resource planning systems, etc. Healthcare providers (primary and specialty physicians, nurses, and other clinical staff and different hospitals, clinics, and labs that deliver care) fail to cope with latency. A custom CRM tool, such as Salesforce, eliminates such challenges and enables providers to exceed customer-patient expectations within budget and operational limitations. Salesforce CRM in healthcare is a single platform to unify enterprise systems and collate data onto one platform. Businesses leveraging the platform can easily access data and offer appropriate care without overwhelming the teams or disappointing the customer-patient.
Consolidated Customer-Patient Data for Healthcare Payers
Another important stakeholder in the healthcare ecosystem is the payer (insurance companies that reimburse providers for covered healthcare services—and pharmacies that dispense and manage the prescribed medications). They expect the provider to allow them uninterrupted access to permissible health information for easy insurance processing and medical dispensation. Disconnected systems make it complicated and vulnerable to errors and affect payers to deliver on the providers’ expectations.
A CRM platform fills up these caveats by integrating disparate systems for a customized member experience. Such customization based on individual needs and communication preferences makes the process quick, seamless, and error-free. It also helps establish trust among all members of the healthcare ecosystem. The members stay assured that their requests or queries will be addressed effectively, further impacting customer-patient loyalty.
Customer-Patient Engagement & Clinician Relationship
Healthcare providers face the wrath of times with high pressure concerning treatment administration, drug pricing, reimbursement issues, and myriad other concerns. Most of the time, the provider-customer relationship is strained due to inadequate customer engagement and clinician relationship. At this opportunity, a healthcare provider needs to determine innovative ways to engage customer-patient and resolve ongoing challenges.
The best way to overcome these challenges is an integrated CRM platform that can elevate efficiency. It will help connect different business verticals such as supply chain, medical affairs, marketing, manufacturing, sales, and customer-patient services. This will help facilitate the seamless experience that customers expect. It will also help support customer-patient needs and increase the productivity of employees with the requisite tools.
Salesforce for Healthcare Marketing
In the good old days, healthcare sales and marketing involved physical interaction with the providers, particularly doctors, lab technicians, and diagnostic center owners. Sales & marketing representatives spent hours at the premise of the providers to connect with the concerned party to pitch the value of their offering along with fellow representatives from competitors. There was no better way of communication to bolster medicine & medical device sales & marketing.
One is the current pandemic, which is enough of a reason to restrict physical interaction with providers. Two, as a healthcare product manufacturing firm, you do not want to reveal your presence with a particular provider prematurely. Yet, when you need to get the function to exceed how it delivered earlier, implementing a Salesforce portal is the solution. Representatives gain insights, track the progress and finalize deals without toiling in the field.
Conclusion
Consumers have realized the importance of health and are ready to invest in their health. They will confide in a business only if they see that they are unified with a common cause. Thus, it becomes imperative to deliver personalized care and attention, affordable pricing, and constant communication.
Salesforce in healthcare will help deliver tailored experiences, enable better operational expertise, and an edge over the competition. Salesforce will bridge care teams, researchers, and customer-patients to facilitate tonnes of data through a secure digital platform. Better organization means better outcomes for businesses and better customer-patient engagement.
