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CRM in the Digital Bucket

Posted October 2, 2017

Where does CRM fall in your media mix? In healthcare today, consumers’ expectations are changing, and hospitals need to change to meet them. That includes a shift in thinking around your marketing mix. Direct mail shouldn’t be considered an old-fashioned tactic – because of the data behind it. That data is used to target audiences more strategically. Most importantly, that data is fed back into the database to ultimately measure tangible ROI on your marketing campaigns.

Today, your competitors aren’t just the clinic next door. They are retail giants like CVS, Walgreens, Google and Amazon. Television advertisements and billboards don’t have the same affect they did a decade, or even five years ago, because consumers are too busy looking down at their mobile phones or tablet screens to pay full attention.

Nick Ragone, Chief Marketing & Communications Officer for Ascension, summed it up in his HMPS presentation, “To Centralize or Not to Centralize.” He said, “We need to be much more diligent about understanding the customer journey, creating an end-to-end experience, and having a CRM-based, digital, analytical and measurable marketing mix.”

Ascension isn’t the only organization with this mentality. Leading organizations across the country are using data to inform their plan, implementing digital communications, and then measuring results and making optimizations based on the outcomes. It’s philosophically a much more analytical and data-driven approach to outreach.

In his presentation, when referencing marketing technology that promotes efficiency and gets results, Ragone used the analogy of a pyramid. The top of the pyramid includes all the tools that make it easier from a digital perspective to get to your organization, such as appointment scheduling tools. Then, the second level of the pyramid includes the technology that brings all of your disparate websites together.

Finally, the bottom of the triangle is CRM. All of the data from the other tools flows back into the CRM database. It’s the base holding everything up. It can take all that data in and create very targeted campaigns that speak to exactly what consumers need in various different situations and markets. Then, it allows you to take the next step and communicate back to audiences via marketing automation, so you can respond to their actions or lack thereof.

In summary, in order to be more consumer facing, patient focused, patient acquisitive and to create an end-to-end experience, you need to shift your thinking to include CRM in the digital bucket. Think of digital as a way to be more analytical and precise in our marketing spend, thanks to CRM. It allows you to be data-driven, targeted and consistent when marketing your content and measuring its success.

Most importantly, CRM allows you to streamline, be more efficient, eliminate variables and do more of what’s working, and less of what’s not. Contact us to learn more and begin making that shift today.