A patient's lifetime health spending is worth about $1.4 million per individual, or $4.2 million per family.
As patients’ relationship with health systems becomes more akin to consumer experiences in other industries like consumer product goods and hospitality, health systems need to anticipate, understand, and respond to consumer behavior and personalize experiences. CRM solutions support this move to personalized experiences through application in traditional Marketing and Call Center use cases and beyond. A 360 degree personalized view of the consumer can inform a variety of strategic business applications including system and operational planning and care management. All of this is in service of attracting and retaining consumers in an increasingly crowded ecosystem.
Customer Relationship Management (CRM) solutions have a proven track record of enabling corporations to strengthen relationships with current and potential customers. This practice is quickly migrating into the healthcare industry to personalize patient interactions. Health systems are seeking to understand the individual patient with each interaction with the health system, personalizing service marketing and personalizing care interactions.
There are many digital approaches, ranging from broad platform CRM solutions to narrower solutions such as personalized acquisition marketing and engagement around specific services. Digital tools leverage information such as geographic, demographic, and psychographic insights to increase efficacy of messaging and relationship development. For example, the health system may help the patient navigate care pathways, find local resources, reactivate when there have been lapses in care, or encourage behavioral changes leading to better outcomes and cost savings for both the patient and the system.
