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Why Customer Relationship

Management in Healthcare?

Paul E. Smolke Sumit Virmani


Director, Health Industry Solutions Senior Technology Specialist
Worldwide Public Sector Microsoft Dynamics CRM
Microsoft Corporation Microsoft Corporation

Designed as an Integrated Program


Why Customer Relationship
Management In Healthcare?
CRM Overview
What is CRM?, Lessons Learned, Opportunity

Relationship Management in Healthcare


Why CRM in Healthcare?, Applying CRM in Healthcare

The Microsoft Dynamics CRM Platform


Developing Applications w/ CRM, Healthcare CRM Scenario

Next Steps
Assess CRM in Development Efforts, More Information

CRM OVERVIEW
What is CRM?
Customer Interactions
Sales & Marketing (Outreach), Service
and other customer-facing activities

Business Processes
Driving consistent execution across
business units and systems

Collaboration
Enabling teams to work together inside
and outside of your organization

The State of the CRM Market Today


In the past ten years, companies have spent a lot
of time and money on CRM software & solutions.
While some projects have succeeded,
many others have failed.
It’s often been too expensive.
It’s often taken too long to deploy.
It’s been difficult to get business & IT aligned.
After all this time, effort, and expense,
users have often shunned the system.

User Productivity
“If we build it, they (the users) will come!”

• The Reality:
– No, they won’t.  End users have lots of ways to passively
or actively resist CRM systems that they don’t like.
– Active user adoption is critical to CRM success and ROI.
• The Recommendation:
– Make user adoption & productivity your #1 requirement.
– Surface business processes and data intelligently through 
composite CRM applications.
Flexibility
“More features = more chances for success!”

• The Reality:
– In theory, maybe.  In practice, no.
– Flexibility is more important than packaged features.
• The Recommendation:
– Use feature comparisons as one input into your decision.
– Select products based on fit for your specific strategy and 
requirements, and the types of users you need to support.
– Take a role‐tailored approach – don’t put any more CRM 
capabilities in front of a user than he/she needs.

Deployment
“If I buy an on‐demand product, I’m done!”

• The Reality:
– On‐demand is a “how”, not a “what”.
– Whether your system runs in the cloud or on‐premise, 
there’s a lot more to CRM than just buying a product.
• The Recommendation:
– Focus first on the kinds of CRM capabilities and user roles 
you need, both in the short term and over time.
– Select an on‐demand or on‐premise deployment based on 
long‐run TCO, ROI, flexibility, and organization fit.

Components of CRM Project


Success

• Define key goals  • Design and  Deploy CRM  • Configure  • End user 


and metrics refine processes  platform services  processes and  training and 
to meet  in on‐premise or user roles acceptance
• Analyze existing 
processes and  business goals &  on‐demand  • Configure  • Iterative design 
metrics model reports and 
capabilities and refinement
analytics
RELATIONSHIP
MANAGEMENT IN
HEALTHCARE

HIMSS 2007 Survey

Top Business Issues Facing Healthcare


(2007 vs. 2006 Results) Figure 8

Improving Quality of Care 69%


36%
Patient (Customer) Satisfaction 55%
51%
52%
Medicare Cutbacks N/A

Increasing Need for Healthcare Services 45%


N/A
Adoption of New Technology 38%
29%
Demand for Capital 31%
18%
29%
Availibility of Clinical Staff 17%
Decrease in Health Insurance Benefits 28%
N/A

2006 Results 2007 Results

Why Does Healthcare Need


CRM?
• Patient expectations have increased
dramatically in recent years.
• Patients should not be expected to know or
understand the complexities of healthcare
administration.
• Patient Satisfaction suffers especially in
emergency situations because patients must
repeat medical information and history.
• Healthcare services should be presented to
patients as a cohesive portfolio of services.
Why Does Healthcare Need
CRM?
• Healthcare providers need better tools to
Manage patients across the continuum of
Care which is difficult in today’s fragmented IT
environment.
• Lack of integration and workflow impedes the ability to
deliver complete, accurate patient information.
• Inadequate tools impede a healthcare organizations
ability to develop targeted community education and
outreach programs.
• Business intelligence derived from a CRM system can
enable “segmentation of customer types” to improve and
tailor service delivery.

Healthcare CRM Scenarios


• Patient Information
Management
• Payment Authorization &
Processing
• Case Coordination/Referrals
• Chronic Disease Management
• Family Relationship
Management
• Community Health Education
• Services Outreach/Promotion
• Clinical Trials
• Relationship Management
(Financial Donors, Physicians,
Clinicians, Volunteers, Academic
Institutions)

Benefits of CRM in Healthcare


• Increase Patient Satisfaction: By analyzing the performance of routine
processes over time (such as admissions, discharges, transfers, and
referrals), improvements can be made to eliminate unnecessary steps and
increase patient satisfaction.

• Coordinate the Delivery of Care: Customized workflows can be developed


to automate care coordination activities between provider organizations (Ex:
Hospital, Clinic, Aged Care, Home Health, Hospice), which can help improve
patient outcomes while increasing operational efficiency and reducing costs.

• Proactively Manage Chronically ill Patients: Clinicians can flag patients


with specific chronic illnesses and automate targeted proactive
communications to inform them of upcoming educational offerings and
remind them of ways to manage their illnesses.

• Improve Community Relations: Targeted outreach campaigns can easily


be developed and sent to community members to promote new services and
educational offerings. Relationship management tasks and communications
with financial donors can be automated to increase efficiency and improve
results.
THE MICROSOFT
DYNAMICS CRM
PLATFORM

Microsoft Dynamics Innovation

Microsoft Dynamics CRM


Technology Stack
Mobile Office Web
Experience Experience Experience

CRM Server
Master Data Management & BI
Dynamics CRM Platform

Adaptive User Experience


Web Services
Revolutionary Workflow
Security Model
Meta Data Model
Native Office Experience
Full SDK with Visual Studio integration

Dynamics CRM: The Power of Choice

Multiple UI’s:

Outlook, Browser, Mobile

Multiple Deployment Models:

Software or Service

Multiple License Models:

Own it or Rent it

CRM Healthcare Scenario

DEMONSTRATION
NEXT STEPS

Next Steps
• Assess CRM in your development efforts
• More Information:
– Microsoft Dynamics CRM Product Information
• http://www.microsoft.com/dynamics/crm/default.mspx
– Innovate On
• http://www.innovateon.com/product_dynamics.aspx
– ISV CRM Whitepaper
• http://www.innovateon.com/ResourceHandler.ashx?resourceID=ISV_O
pportunity_with_Microsoft_Dynamics_CRM_MAY07.PDF
– Partner Readiness
• http://www.msreadiness.com/TrainingSearch.aspx?compid=580&speci
d=880

QUESTIONS?
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