using crm to make physician referral networking/tracking easier 10 09 modified

Physician Relations Made Easier with

Technology and CRM

Society for Healthcare Strategy and Market Development

Annual Conference – Orlando

October 1, 2009

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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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 study4. Learn essential investigation steps in

exploring CRM options. 5. Discuss value added to outreach

operations.

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Overview of Customer Relationship Management (CRM)

What is CRM? Business process Strategy vs.

technology

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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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Technology Can Enhance Your Process

More efficiency More consistency Central repository Greater access Historical tracking Easier analysis

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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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Basic Features in CRM Tools

Contact mgmt Calendar interface Pending/tasks Activity tracking Centralized

information Field/office

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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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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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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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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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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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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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Lots of choices – demos free

http://www.salesforce.com/ http://www.rightnow.com/ http://www.netsuite.com/portal/home.shtml http://www.maximizer.com/ http://www.infusioncrm.com/ http://www.highrisehq.com/

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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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Choice – Finding Balance

Function Use Fit Cost

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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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One Medical Center’s Journey

Wake Forest University Baptist Medical Center

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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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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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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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Cost Implications/Generalities Users? Customization? Solo or with a

consultant? Infrastructure impact? Hardware upgrades Data transfer? Training needs?

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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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Questions

Suzanne Dewey

Forte Partners, LLC

sdewey@fortepartnersllc.com

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