Why healthcare providers need a 360-degree view of patients

The face of patient care is constantly changing, and while healthcare providers are often quick to adopt new technologies and procedures to support that care, many still rely on outdated legacy systems to handle patient data. The result is a missed opportunity to obtain a holistic view of patients and their needs.

The answer to removing this challenge can be found in technology. A customer relationship management (CRM) system like Salesforce Health Cloud can integrate with existing healthcare systems, providing staff a comprehensive 360-degree view of the data necessary to best support patient care. And research shows many across the healthcare industry are starting to utilize a CRM to benefit their patients.

Here are seven ways employing CRM technology can improve the patient experience in healthcare facilities.

1. Instilling a single source of truth

Siloed, disparate systems hinder the best efforts of medical professionals by leaving them to treat patients without all of the necessary information. Installing a CRM system breaks down these barriers by creating a single source of truth that pulls data from all connected systems and creates a single resource healthcare teams can turn to when seeking patient information and data on past patient interactions.

Access to information like appointment history, medications, communication preferences and social determinants — housing, employment, etc. — can help medical professionals at every stage of patient care provide customized support.

In addition, integrating electronic health records can segment patients to simplify the personalization of all communications. Patients can also enter data themselves through patient portals that comply with HIPAA guidelines, providing their healthcare teams necessary information in less time.

Finally, predictive analytics can increase care teams’ ability to be proactive by identifying which patients may be at risk of developing new diseases based on their current conditions, so caregivers can advise preventative regimens to limit future issues.

2. Breaking down silos

The power stored in a CRM is magnified when it is used to support care across all levels of the patient experience. By removing silos and providing information to all necessary parties, the CRM system supports the meeting of patient needs in a more efficient manner. For example, a patient’s questions posed while their doctor is away can be answered by another qualified professional, and the provider can even use the information captured in the CRM to mitigate social determinants to health, such as arranging a ride for a patient who has transportation challenges.

A CRM system can also be used to support medication adherence by mapping the professional and personal care networks and ensuring healthcare professionals are always aware of the spouses, parents or children caring for their parents that can support their loved one’s unique health needs.

3. Harness the true power of all that data

Electronic health record systems have left providers flush with data yet much of it goes underused or entirely unutilized. Embedding artificial intelligence into the company’s CRM, however, allows care teams to extract applicable data from any previously siloed system through the CRM.

The AI can also be used to help care teams orchestrate transportation for those who would otherwise struggle to make appointments and aiding medical professionals in recognizing patients who have fallen behind in their treatment regimens so corrective action can be planned.

4. Engage patients in a way that works best for them

Research shows better patient engagement leads to better health outcomes. One of the easiest ways to improve patient engagement is to communicate with patients in a way that works for them. For example, 77% of adults own a mobile phone and 80% of patients still schedule healthcare appointments by phone. Allowing patients to self-schedule those appointments through a mobile app or online portal supports patient engagement and can be used to allow patients to view test results and essential healthcare data. This is especially important as providers compete for younger consumers. Research shows 71% of millennials are actively looking for a provider that offers a mobile app that provides them access to their health records, appointment scheduling and preventative care advice.

Such technology benefits healthcare teams as well, as they can also utilize their CRMs to capture patients’ individual communication preferences, increasing patient engagement and giving teams an effective way to maintain contact regarding upcoming appointments and treatment changes.

5. Preserve confidentiality

Confidentiality is a cornerstone of every aspect of the healthcare world, and a facility’s CRM system should support this requirement. Salesforce’s Health Cloud is specifically designed to preserve patient confidentiality and support teams in their goals to abide by HIPAA requirements through a seamless integration of existing databases. Health Cloud also provides private communities, allowing healthcare professionals to engage more deeply with patients and a collaborative timeline that helps both sides chart the patient journey.

6. Optimize referral management

Effective referral management is the lifeblood of clinics and other similarly sized healthcare practices, and when this process is subpar, the entire business suffers.

Managing referrals through the facility’s CRM simplifies the process by allowing facilities to focus mailers based on specific demographics like age. When patients provide their cell phone numbers, providers can use this information to keep in contact with them about medication refills and appointment reminders.

Lastly, the referral management program can be leveraged as a tool to share content with patients. Providing specific resources relevant to a patient’s unique needs not only improves their outcome possibility, it nurtures the relationship and strengthens the bond.

7. Embracing CRM for the future

As more and more healthcare providers adopt CRM technology, the market is actively shifting. Patients demand comprehensive care and providers can deliver on this expectation by providing uniquely customized solutions.

Redpath can help. With more than 12 years experience implementing Salesforce in numerous industries, including healthcare, Redpath is uniquely positioned to assist providers in installing or optimizing Salesforce to meet the needs of their business and their patients. To learn more, contact us.