Question Mark: How can I integrate CRM into my hospital marketing?

Mark Shipley answers your healthcare marketing queries

Q: How can I integrate CRM into my hospital marketing?

A: By using it as a database to collect information about patients and target specific audiences


Today’s question is, how can I integrate CRM into my hospital marketing? So, CRM or Customer Relationship Management is the process of collecting information about your prospects and your customers. Think of it like a database where you can add information as it’s collected. For instance, if someone comes to your website and fills out a form and gives you their first name and their last name and their email address, now you have the ability to identify them through the marketing process to see the things they’re doing in relationship to you.

Once you have enough information about your patients and your CRM, you can begin to target your marketing at people who are most likely to be interested in the subjects that you’re marketing. For instance, someone who’s shown interest in weight loss would be a perfect target for information about a medical weight loss program or a bariatrics surgery program The other thing that CRM helps you do is you can track campaign results, you can actually see which people are responding to your marketing, you can see their entire progress throughout the pipeline, and if you’ve tied it into your patient information, you can actually see  the downstream revenue that has been caused by the marketing that you do. And the cool thing about CRM is that it’s not only beneficial for your marketing, it’s also beneficial for the patient because it reduces the amount of information that you send to them that they’re not really interested in.

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