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by Craig Borowski,
Market Research Associate
Last Updated: July 27, 2015



We wrote this guide to help you determine what kind of system will best suit your organization.
Here’s what we’ll cover:

Here's what we'll cover:

What Is Healthcare CRM Software?
Common Features of Healthcare CRM Software
Evaluating Healthcare CRM Software

What Is Healthcare CRM Software?

Healthcare customer relationship management (CRM) software helps professionals in hospitals and private practices attract new patients and improve communication with existing patients. This is especially important given that patients are more involved in their own healthcare, particularly when it comes to selecting providers. As a result, a growing number of medical professionals are turning to CRM software as a means to improve care and patient satisfaction.

Healthcare CRM—or medical CRM—software also makes it easier for physicians to better manage referral communications between physicians, specialists, departments and facilities. By streamlining referral communications, physicians can support patients in receiving uninterrupted, optimal care.

Common Features of Healthcare CRM Software

CRM software for the medical field is focused primarily on automating marketing and customer service processes. Look for the following features when evaluating healthcare CRM software.

Patient information management Automated information management improves the patient experience by eliminating the need for them to fill out forms each time. Patient information, such as address and insurance provider, can be easily updated in the system. This makes it possible to speed up patient service and ease administrative workload.
Patient segmentation Many healthcare CRM systems will allow users to segment patients for creating targeted marketing campaigns. Patients can be segmented based on factors such as demographics, psychographics and high-risk health issues. This allows physicians to precisely target groups of patients that are likely to require a specific healthcare service or procedure.
Event triggering This application sends automated messages based on pre-determined rules. For example, you could set up the system to send out appointment reminders, birthday screening reminders and educational event alerts. This level of automated messaging frees up your administrative staff to better serve your patients in office.
Referrals management With this tool, physicians can coordinate the delivery of care to patients across specialties, departments and locations. It also makes it easier to manage and track relationships with other physicians that refer business. This application features tools for monitoring referral activities, trends, case and payor mixes, as well as the overall impact of your referral and outbound communication activities.
Direct mail campaigns Healthcare CRM is a powerful tool for sending direct mail messages to patients and physicians alike. These mail campaigns can be tailored to your practice or specialty needs. Typical direct mail campaigns include standard service communications, screening reminders, new movers programs, referral communications and nurse recruitment mailers.
Recruiting management This application makes it easier for hospitals and specialty practices to manage recruiting communications and analysis. Users can create outreach campaigns to attract physicians and nurses, with response tracking and automated follow-up. Analysis tools make it possible to look at response data and trends in order to refine your recruitment approach and generate more interest.
Back-office system integration The goal with healthcare CRM is to improve care across the entire patient lifecycle. To accomplish this, your CRM system must integrate with important back-office systems including medical billing and any existing enterprise software system. This reduces duplicate record keeping, ensures consistency across patient records and allows for timely filing of claims and invoices.
Regulatory compliance The handling of patient records and information is extremely sensitive and, when done incorrectly, can result in costly fines. It is important that your healthcare CRM system has built-in compliance modules that allow your practice to carry out service and marketing activities without violating the Health Insurance Portability and Accountability Act (HIPPA).

Evaluating Healthcare CRM Software

There are dozens of options when it comes to selecting a healthcare CRM software product, and you will want to assess your needs alongside the features of the systems you are evaluating. A single-physician, specialty practice will have different needs than a larger hospital facility.

Consider the following questions when evaluating medical CRM software:

  • Does the software integrate easily with back-office systems including accounting and medical billing?
  • Can the software support the scale and size of your practice (i.e., number of physicians, patients, accounts etc.)?
  • Does the vendor offer customized features and capabilities to meet the needs of your specialty?

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