News & Views

Perspectives
11/30/2017

What’s Missing in ‘CRM’?  Relationships.

By Paul Roscoe, Docent Health CEO
 
Here at Docent Health, we are in in the business of building relationships with patients on behalf of health systems. We believe in investing in truly engaging with patients to understand what is uniquely them, and what fears and concerns they have that may be barriers to great care. As a result, we know orders-of-magnitude more about patients as individuals compared to what is contained in the EMR.  And Docent, in turn, influences the choices that patients make, the future care they receive, and the providers and facilities they choose and recommend to their friends and families.  As many consumer-oriented industries have proven, customer loyalty and advocacy requires not just making sure patients feel valued and cared for, but also actively managing those relationships.
 
This is, in the truest sense, Customer Relationship Management. Docent is building and managing long term relationships with patients, and by doing so we make our health system clients the go-to destination in their market. Health systems see this value – we talk with executives and see RFPs for ‘CRM’ purchases, often describing exactly what we do. Docent Health is redefining CRM by expanding the definition. Instead of the traditional approach – turn on a tool, load in some data, generate a campaign – our longitudinal customer relationship management approach drives real results. We’ve seen health systems start out evaluating the traditional CRM vendors and ultimately choose us.

If you are a health system evaluating approaches to CRM, we believe there are 2 key dimensions to consider:

MEANINGFUL, PERSONAL OUTREACH: We cultivate a deep understanding of patients via sophisticated analytics.  This allows are more personal, specific, targeted outreach that is vastly more effective than a ‘blunt’ campaign approach. When trying to grow your orthopedics service line, it is notably more impactful to do a customized outreach to patients who have sought and shared information about their knee pain and goals to get back to being active than to do a campaign to ’45 year olds who have visited an orthopedic surgeon’.

LONGITUDINAL RELATIONSHIP MANAGEMENT: The insights we glean as we work with patients benefit them and the health system through the current course of care and beyond – our interactions don’t end when you are discharged from the hospital. By continuing to offer personalized engagement, health systems keep patients engaged and loyal. And in doing so we are likely to know with great certainty and specificity exactly what care choices a patient is about to make, for themselves and for friends & family, and to be in the position to partner with them to direct those care choices. These insights and workflow around them are then woven in to the natural dialogs of patient interactions across the health system.

Docent Health is creating significant value with our development partners, and our ROI data demonstrates that we are effective in driving growth and new volume in their targeted services. We’d be happy to tell you more, please send us a note at info@docenthealth.com.