Agility: That’s the name of the game in business today. And you know what? It’s the name of the game in healthcare, and any industry restricted by regulation as well. Patients have more options than ever before — including digital and telemedicine solutions — and more ways to research those options than a generation ago.
And as your potential customers begin their research, you have to ask yourself: What are they learning about you?
A good marketing campaign can help ensure customers see your company in the proper light, but if you’re not running your marketing efforts through a CRM system, you aren’t being agile enough for today’s market. Remember your competitors are, and if you’re not, that means you’re falling behind.
Utilizing materials in your CRM versus disparate data sources maintains this agility by providing your teams with the following advantages:
* Unified voice. Voice, persona and identity: the verbiage you use to communicate with your current and potential customers is so important these days. So important, in fact, that you can’t risk some team members accidentally using old materials in these crucial conversations. Storing all documents in your CRM allows you to create a universal source of truth that protects brand voice and ensures your team is always using the proper messaging.
* Real data. Marketing today is too important — and frankly too expensive — to simply throw messaging out there and hope some of it resonates with someone. Utilizing your CRM allows you to track invaluable data from each of your contacts and monitor their responsiveness to your initiatives. If the prospect is interested, analytics can help you move them down the funnel faster. And if they’re not, the results can show you that too so you don’t have to waste any more of your time or theirs.
* Automated systems. At a time when more is expected from marketing than ever before, financial resources have never been harder to come by. Enter automation. Your CRM system can be your base camp for a whole slew of automated initiatives — including email drip campaigns — that can provide an early base camp to your marketing initiatives and allow your team to focus on other priorities.
* Solutions to healthcare’s unique opportunities. Marketing in healthcare is like no other industry. HIPAA guidelines bar marketing messaging from becoming too personal and, as such, marketing messaging can become outdated quickly. Fortunately however, the unique challenges of healthcare marketing do not mean you must deny your team the benefits of a CRM system. There is a way to utilize your CRM to market while remaining HIPAA compliant and this whitepaper can show you how.