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
2

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 study
4. Learn essential investigation steps in
exploring CRM options.
5. Discuss value added to outreach
operations.
3

Overview of Customer
Relationship Management (CRM)
 What is CRM?
 Business process
 Strategy vs.
technology
4

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.
5

Technology Can Enhance Your
Process
 More efficiency
 More consistency
 Central repository
 Greater access
 Historical tracking
 Easier analysis
6

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.
7

Basic Features in CRM Tools
 Contact mgmt
 Calendar interface
 Pending/tasks
 Activity tracking
 Centralized
information
 Field/office
8

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.
9

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
10

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.
11

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)
12

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!
13

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
14

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/
15

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.
16

Choice – Finding Balance
 Function
 Use
 Fit
 Cost
17

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
18

One Medical Center’s Journey
Wake Forest University Baptist Medical Center
19

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
20

Infrastructure and Support Tool
Needs
 Referral practice database
 Strategic outreach plan
 Sales plans
 Clear reporting relationship
 Contact management system
We needed help fast!!!
21

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
22

Cost Implications/Generalities
 Users?
 Customization?
 Solo or with a
consultant?
 Infrastructure impact?
 Hardware upgrades
 Data transfer?
 Training needs?
23

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
24

Questions
 Suzanne Dewey
Forte Partners, LLC
sdewey@fortepartnersllc.com
25

Using CRM to Make Physician Referral Networking/Tracking Easier 10 09 Modified

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