Remember when Nokia phones used to be awesome?
You could reliably call and text friends, but with all sorts of apps and integrations competitors offered, consumers demanded more. Nokia couldn’t keep up with these demands. They’d invested tremendous resources into a platform that couldn’t adapt to new needs.
Notice Nokia’s fall from grace wasn’t an immediate response to the iPhone’s 2006 release. Consumers stored their contacts, messages, and histories in these devices. Many wanted the new capabilities available, but with the switching costs involved, they were hostage to their phones!
The same thing is happening in healthcare CRM. Health leaders enjoy the idea of rapid data ingestion, next best actions, and dedicated data science. However, they remember the massive 12-18 month installs, gaps/errors in data and processes, and other onboarding challenges of switching CRMs. Read more about traditional CRM vs purpose-built Healthcare CRM.
Just like the “Nokia” consumers, health leaders stay locked into current platforms until two major changes:
- It becomes much easier to transfer contacts & details between systems
- The “cost” of missing out on new capabilities is too high
This happened around 2013 for phones as Nokia fell off the map, but what about healthcare?
CRM is Kinda Like a Phone
Phones are fascinating because no matter what brand or type, you’re able to connect to the network.
With the right approach to data engineering, healthcare data is capable of the same. AirBnB developed a special system called Airflow that normalizes and automates data ingestion across hundreds of thousands of sources. We’ve transferred these capabilities for healthcare CRM, covering the basics with EMRs, existing data feeds, and third-party data as well as new use cases as they’re identified. You can read more about these pipelines here: Data Pipelines: Part 1, Data Pipelines: Part 2.
Flexible data ingestion brings about several advantages:
- Use existing data feeds to reduce the time and switching costs of CRM migrations up to 60%
- Speed access to Next Best Actions, hands-on reporting, business intelligence workflows
- More quickly realize & quantify returns on your current data infrastructure
There’s No Need to Be a Hostage
The efforts establishing data feeds and processes for CRM/PRM can be recycled and upcycled for a nimbler, improved experience. Health systems we work with have seen referral volumes climb by 20%+ and adoption improve to 100% after switching from old, inflexible platforms.
If you’ve been considering a CRM switch, don’t let those painful memories of going back and forth to establish and tweak data feeds haunt you. These processes can initially take upwards of 6 weeks per given feed, but once the feed is established, the hard part is done. Shifting the feeds, rather than building new feeds from scratch, can shave a process that takes upwards of a month to a couple weeks, cutting approximately 60% from initial ramp-up time.
As part of your due diligence, we can help you evaluate potential switching costs and time needed as you aim to modernize your martech stack.
Included in the evaluation:
- Estimated time needed to ingest feeds
- Gaps in data strategy that may be hurting your targeting efforts
- Switching costs versus potential benefits
Contact us today to get your evaluation: firstname.lastname@example.org