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1Chapter 7
The Definitive Guide to Healthcare CRM
A practical guide for successful CRM selection, implementa-tion, and value creation EXCERPT FROM:
The Definitive Guide to CRM: A Practical Guide for Successful
CRM Selection, Implementation, and Value Creation
Ten Steps to Selecting the Right CRM Solution
2
In this chapter, we’ll answer your questions about:
• How do I ensure the healthcare CRM vendor I select best
suits my organization’s needs?
• What are my goals and requirements to reach them? Who
will choose and manage the solution?
• Is and RFP necessary?
• At what point do I look at product demos? What kind of
partnership do I need from my vendor?
Chapter 7
Chapter 7 3
Now that you know your organization is ready to implement CRM, it’s time to shortlist and evaluate potential vendors against your scenarios. You’re sure to choose the vendor and CRM solution that best suits your needs if you follow these ten steps.
10 steps to selecting the right CRM solution
410 steps to selecting the right CRM solution
STEP ONE
Write down your goals
To get where you want to go, write it down. Statistically, you increase your likelihood
for success simply by putting your CRM goals on paper. In a few short sentences,
write down what you want your CRM initiative to achieve. You may add to this vision
statement once you learn more about what’s possible with the specific technology
you choose, but it’s important to get a vision statement and clear objectives out-
lined up front to guide you in the selection process.
510 steps to selecting the right CRM solution
STEP TWO
Assemble a team to choose and manage the solution
Make sure you cover your bases by getting sign-off from all stakeholders on
goals, requirements, and potential scenarios — including IT and Finance, since your
revenue impact reporting won’t mean anything unless your CFO buys into how
ROI and contribution margin is calculated. Just make sure you avoid selection by
committee. Typically, a voting approach doesn’t create the best decision process.
While all stakeholders must accept your choice, marketing and the primary users
of the solution should drive the decision.
Common CRM Features
Advanced CRM Features
610 steps to selecting the right CRM solution
STEP THREE
Familiarize the team with common and advanced CRM features
CRM software offers myriad features to help organizations efficiently manage consumer
marketing and relationships. Before you fully define requirements, it’s important for all the
team members involved in the decision to have a basic understanding of what they should
expect to see in a basic, as well as a more advanced, Healthcare CRM.
710 steps to selecting the right CRM solution
STEP FOUR
Identify your requirements
While you absolutely don’t want to deal with unnecessary complexity, it’s crucial
that you make sure you won’t quickly outgrow your CRM solution either. Going too
small or cheap — without aligning to your future requirements — is a clear path to
failure. Think about how embarrassing it might be to select a CRM solution, only to
have to replace it a year later. It happens!
But it won’t happen to you if you choose a vendor that is powerful enough to solve
your real-world challenges now and as you move up the consumer experience
maturity curve. Ideally, your solution will let you unleash more power when you
need it, but that power won't result in complexity that gets in the way when you
just need to get something simple done and out the door.
Turn the requirements into “use cases.” Describe real-world marketing programs you want to be able to run initially and consumer experience touch-points you want to enable down the road.
Prepare a functionality checklist. Verify you’ll get what you need today — and what you’ll want in the future.
What level of integration do you need for your CRM? What other technologies do you have that the system will need to work with?
Isolate requirements beyond technology. Who will use the system? How import-ant is ease of use? What level of additional services, training, and support will you need?
810 steps to selecting the right CRM solution
STEP FIVE
Assess the vendor landscape and (possibly) issue an RFP
To start your search, you can either conduct online research and phone calls to
evaluate vendors against your identified requirements, or you can issue an RFP
that outlines your criteria to help you further evaluate each vendor’s fit and
narrow your list from there. Healthgrades provides a Sample CRM RFP that can
help kickstart your efforts.
Internet research Phone calls RFP Decision
910 steps to selecting the right CRM solution
STEP SIX
Conduct demos and on-site presentations
Invite each vendor that successfully answered your initial round of questions to
demonstrate how they would achieve your specific use cases and scenarios using
their technology. Check all boxes to cover your administrative, integration, and
technical needs. Ask the vendors to show you that they have what they say they
have in terms of functionality.
Healthgrades CRM
1010 steps to selecting the right CRM solution
STEP SEVEN
Look beyond the technology
Keep in mind that your organization isn’t just investing
in a technology, but in a strategic partnership that
should help you achieve your goals. Evaluate each
vendor’s ability to make you successful through access
to best practices, community, consulting, support, and
training. Focus on the process and business needs you
identified previously and avoid becoming dazzled by
features that look cool but don’t deliver value based on
your criteria. This expert advice and guidance are the
strong roots that will help you succeed and grow your
CRM strategy over time. Yes, it’s okay to update your
goals as you learn about what’s possible. Just make
sure the business reasons are compelling enough!
VisibleFeature Set
PartnershipFoundation
1110 steps to selecting the right CRM solution
STEP EIGHT
Assemble a team to choose and manage the solution
The right vendor won’t be afraid to answer questions, and while they won’t be
able to say yes to everything you ask, they also won’t have anything to hide.
Here is a list of some of the more revealing questionsyou should consider asking potential vendors:
How powerful are your CRM’s audience segmentation capabilities?
What is your average implementation timeline?
What references canyou provide?
What predictive modeling capabilities does it incorporate?
If we need help, what type of customer service do you offer?
What features are available to help us with managing offline and online campaigns, leads, and measuring our marketing funnel?
Is strategic consulting included in the price, or priced separately?
What is the total annual cost of your software?Are there any setup oradditional fees?
What type of security features does your CRM system have in place to protect our data? What happens if there is an outage? How is my data backed up in the cloud, and can I access it immediately?
Do you offer a CDP platform if we want to extend the customer source of truth across our enterprise?
1210 steps to selecting the right CRM solution
Here are some key questions to consider when interviewing customer references:
How well did the CRM project go in terms of meeting time frame, budget, and measurable objectives?
What’s the single best thing about this solution? What’s the worst?
How easy is this CRM system to use?
What role does the vendor play in developing your CRM strategy and tactical plan?
How responsive has the vendor been to requests for help ortechnical support?
How well did the CRM implementation go in terms of integration with existing systems and legacy applications?
What use cases has the CRM supported for your organization?
What types of analytical capabilities does the CRM offer, and how well does it enable improved decision making?
Would you choose this CRM solution again — why or why not?
STEP NINE
Talk to actual customers
One of the smartest things you can do before finalizing your CRM decision is to speak
with customer references. In addition to helping you gauge how effective the CRM is at
driving business results, it’s also a good way to pick up some best practices and lessons
learned for your CRM implementation. Call the references provided by the vendor, but
it’s also a good idea to scour your professional network for other clients, and talk to
them too.
1310 steps to selecting the right CRM solution
STEP TEN
Decide
The time has come. Choose the vendor that can best make you successful in line
with the goals you created at the beginning of this process. While this does involve
comparing subscription costs and contract terms, the revenue benefits you’ll enjoy
when you achieve your goals are usually much more significant — so it’s best to
choose the solution that will help you be the most successful versus the one with the
lowest price. Remember, this is a balance between features and the right strategic fit
with a vendor partner!
There you have it…
everything you ever wanted to know (and then some) about healthcare CRM. Whether your organization is a first-time CRM buyer or looking to replace an existing healthcare CRM with a contemporary solution designed for the digi-tal era, now you understand why CRM is the technology that will propel your organization into the new era of relationship-based marketing and consumer experience enablement with quantifiable results.
Undoubtedly, healthcare CRM is constantly evolving. We’ll continue to stay on the forefront of CRM trends and keep you up-to-date with our website, blog, and CRM resources at https://partners.healthgrades.com/systems/healthcare-crm.
CONCLUSION
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