Managing Your Patients, Commercial Management tools For The Modern Health Practice

Its All About The Data

By Geoffrey Cooling

I have said it before and I will say it again, it is all about the information. Your business can thrive from its existing Patient base. But in order for this to happen you need the information, the skinny, the Intel. Not only do you need it, more importantly it has to be easy to use and deploy across your organization. So what is the answer? A CRM or Customer Relationship Manager software programme.

The release of Noah 4 has gone a long way towards handling the clinical needs of a Hearing Health Practice. It truly is a fantastic piece of kit for clear and easy use and the deployment of all the needed clinical data and notes to manage a Patient on an ongoing basis. However as a commercial management system it is I am afraid pants. For sound commercial management of your Patient database you need to look elsewhere. Preferably you would like to get a programme that is indeed designed with our Profession in mind. There are many out there at present, the beauty of those is that the connect in one way or other to Noah. This means better reporting facilities including test results and very little if any double entry.

Why do you need this facility, simply because it will give you power, power to run your practice in the most efficient way. Power to deploy commercial strategies with the minimum of fuss. Power to run your Patient journey programme in an automated way. Your existing Patients are your best form of marketing, I think that this is a universally accepted truism. You can not effectively leverage them without a CRM, you can not effectively run mail merge campaigns without a CRM. You can not with ease effectively run your Practice without a CRM.

The benefits of running a fully functional CRM include

  • Targeted Mail Merge Campaigns
  • Automated mailings
  • Integrated reminder
  • Automated Patient Journey
  • The easy and visible storage of all the data needed to effectively engage your Patients
  • Easy reporting
  • Easier financial transparency

These are just some of the valuable benefits that are provided by a fully functional CRM. The joy of running a database search for Patients not seen in the last six months. Getting a list and being able to instantly mail merge with a pre typed template call back letter can not be over stated. I would like to see you try that with an excel sheet. Another great use is for Test No Sales, they did not buy from you for some reason. But that does not mean they were not interested. So call them back for a yearly check up again with a simple search and mail merge. Maybe they will bite this time.

A CRM will also allow you to easier figure out the KPIs you set for yourself, the records just need to be queried in the right manner to spit out the data. With most CRMs you will just need to set up the search terms once, save them and they will be there to run in the background day after day. So first week of the new month, you get a list for six monthly call backs. Your receptionist undertakes the mail merge and over that week your diary is booked. Second week of the month, Test No Sales 12 months list and so on.

Reporting to a GP in Ireland and the UK and an MD in the USA is made easier. Organize a really good template report and run a mail merge at the end of every day on the Patients that were tested that day. Attach the audiogram printout and voila. Instant report to be sent to the Doctor. I truly believe that this in particular is imperative. I call it marketing by osmosis, it is non threatening soft marketing, the Doctor gets to see your reports semi regularly. The quality of the report is excellent and it is obvious that you are indeed a fellow Medical Professional.

You can go the other route and send him a Practice pack, but I guarantee you are wasting your time and killing trees for nothing. It will promptly end up in the bin. Its simple, a CRM gives you instant access to the information, information is power, the power to organize and run your clinical and commercial strategies in an easy and efficient way. It just does not get any better!




About Geoffrey Cooling

Geoffrey Cooling is the author on and the Sales & Marketing Manager at Widex Ireland. I have a great interest in social media and its effect on human interaction. I also have a great interest in all facets of commercial strategy in healthcare.
This entry was posted in Business development strategy, Business Strategies, Commercial strategies, Dispenser Education, Patient Retention Strategy, Sales & Customer Care Strategies. Bookmark the permalink.

One Response to Managing Your Patients, Commercial Management tools For The Modern Health Practice

  1. bend dentist says:

    Fantastic site. Plenty of useful information here. I’m sending it to a few pals ans also sharing in delicious. And naturally, thank you in your effort!

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