Many health systems today are looking to implement customer relationship management (CRM) functionality. Very few, however, are focused on the most critical aspect of a successful solution: algorithm-driven NBAs. NBAs are Next Best Actions. They are the keystone of CRM in just about every other consumer service industry and they are ready for healthcare.
The first generation of CRM solutions were typically focused on features and functionality: create a 360 degree view of the customer and enable some basic engagement via email, custom web-pages, social media, etc. A next generation CRM solution starts by focusing on “what” to say to every single existing and potential customers. This process begins by identifying all of the products and services a system has to offer. Data from the EMR, payers, operations (e.g. capacity), and other sources are then used to map products and services to patients. Finally proprietary, customizable algorithms are used to prioritize these products and services for each customer and thus create a Next Best Action. This prioritization is driven primarily by the potential for each candidate action to create value for both the patient and the health system.
While this effort is an inexact science, the business impact is enormous. It allows health systems to answer questions like, “what would be the financial impact of reaching out to all of my patients who are past due for breast cancer screening?”. Or, “what could I do to help drive PCP utilization and who would I reach out to first?”. Or, “if 10% of people who called in for scheduling accepted an invitation to an NBA at the end of the call, what would the financial impact be?”.
The answers to these questions completely reframe CRM. Most importantly, they reveal priority execution metrics and reframe the discussion from a first generation “what can technology do” to a next generation “how do we influence our customers to do the things that are most valuable for both them and us?”.
SymphonyRM leverages the deep experience of its executive team in delivering CRM solutions for industry leaders in financial services, wireless communications, consumer health, to architect a next generation solution for healthcare.
Michael Linnert is the CEO and Founder of SymphonyRM. His experience includes GM North America of Persado, VP Client Development at BeVocal/Nuance, General Partner at TCV, Investment Banker at Goldman Sachs. LinkedIn: https://www.linkedin.com/in/michael-linnert/
