Customer Experience Management replaces CRM

8/4/2019 Customer Experience Management replaces CRM

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Got patients?

Healthcare IT Strategy


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1

Its called VRM, Vendor

Relationship Management


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Retention is for wimps. We measure the percentage ofpatients who have our name tattooed on their body.(Harley Davidson Annual Report)

80% of CEOs believe their brand provides a superior patientexperience8 % of their customers agree(Bain & Company)


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PRM A Matter of Perspective

Is your hospital looking from the inside-out or from the outside-in?


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Are your patients coming or going?


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Does Your Hospital Stand Out?

We retail electronics

Were in pharmaceuticals

We offer professional services

We manufacture dry goods

You are not in the healthcare business. You are in the

decommodificationbusiness.


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6Its not your fathers PRMor is it?


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PRM Alone Wont Grow Revenues

98% of Coupons Get Thrown Away

It is 10x More Expensive to Generate Revenue from a New

Patient

A 5% Increase in Retention Can Increase Profits by 60%100%

It is 6x More Expensive to Service Patients Through a Call

Center than it is via the Internet and Website

Patients Who Refer Another Patient Generate Revenue at NoCost

Loyal and Referred Patients Stay Longer, and More Services


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8Its time to color outside the box

COLOR


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Its time to break a few coconuts


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PRM

Logical Left

Brain

Patients

Value to

EnterpriseSystems andTransactionsFunctional

Value

PEM

Emotional Right

Brain

Enterprises

Value to

PatientPeople andInteractions

Emotional Value


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PRM is an inside-out view

Standard PRM involves heavy applications oftechnology:

PRM applications Enhanced IVR and ACD applications

Outsourcing call center operations

Off-shoring Sales force automation


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PRM is technology employed for

user convenience


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PRM is a shotgun approach


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PRM is Multiple channels,

patients in a box.

STORE

(FACE TOFACE)

WEB

(COMPUTERTOCOMPUTER)

PHONE

(PHONETO

PHONE)


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Is there a Better Way?


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Fixing PRM

Patient Management should focus on value creation, not costreduction, effectiveness, not efficiency. PRM should haverevenue targets.

Value creation through PRM initiatives comes from:

Growing the patient base

Maintaining the patient base retention, cross-sell & up-sell

Servicing patient segments

Maximizing channel effectiveness


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Change of Focus

The focus is changing from enterprise to single patient, from technology

to process, to

Patient Acquisition (number of new "quality" patients)

Patient Retention (percent of existing patient retained)

Patient Satisfaction (question results from survey and/or focus groups)

Patient Segmentation (percent of profit by patient demographics)

Patient Profitability (average profit per patient/per household)

Patient Servicing (average response time for patient complaint/inquiryresolution, first call resolution)

Patient Referrals (Net)


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How are your patients connectedto each other? To you?


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Patients have many channel

choices


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Patients Solicit

Bids

I want to notify the whole market that I want to buy a SONY plasma TV. Ineffect, I want to issue a personal RFP that goes out to every retailer of SONYplasma TVs.


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The patient is channel agnostic, and how the patient

is cared for must be infrastructure agnostic.

Patient Equity/Experience Management is the New

Marketing


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To decommodify, become the

patient

Reengineer


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From what to what?


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Patient Management Evolution

PRM evolves to PEM

Patient Experience = Hospital Performance Patient

Expectations

The value add is transforming PEM to Patient Equity

Management the total lifetime discounted value of all the

hospitals patients.


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Patients vs. Hospitals who is

winning?

How many hits does Google Reader displayfor your hospital?

How many for FaceBook?

MySpace?

YouTube?


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How many of those interactions

are you managing?


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Managing patients is like herding

catsnot much bang for your buck.

(of course Ive heard of cats)


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While you manage patients, they

are managing you

Its not a fair fight


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Still with me?


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Two worlds have collided, patients

and hospitals

Did either survive intact?


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Its not easy

but important ventures rarely are.


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Where do you need to go?

How do you get there?


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Need Help?


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(EASY button

not included}


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Healthcare IT Strategy can lead

the way


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Its called VRM, Vendor

Relationship Management

First write the playbook


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First, write the playbook

PRM to PEM:Define goals/objectivesEvaluate the situationDefine expectations

Develop a planPRMPEMSocial networking

Implement


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Define Goals & Objectives


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Evaluate your situation


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Develop a plan


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Social Networking


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Contact: Paul Roemer, Partner, Clinton Rubin LLC

[email protected]

(484) 885-6942

Paul Roemer, Managing PartnerHealthcare IT Strategy, LLC

+1 (484) 885-6942+1 (610) 384-1811

[email protected]
mailto:[email protected]:[email protected]

Date post:	07-Apr-2018
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Customer Experience Management replaces CRM

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