CRM system a great foundation for the marketing of private medical services
Editor’s note: This is a guest post from Tom Hunt, managing director of PPM Software, developers of the private medical practice management suite ‘PPM’ – Private Practice Manager, software that provides a complete solution for the administration and financial control of a private medical practice
Having a good CRM system in place enables practices to build up a credible customer base
The value of marketing has been proven over and over again, in both the business to business and business to consumer worlds.
From the generous advertising budgets of the pharmaceutical giants like Roche and Pfizer to the complex campaigns that technology brands such as SIEMENS Medical roll out globally, it’s invariably the power of efficient communication that generates sales.
However, marketing a small business is very different to promoting a global giant. So, when it comes to marketing a private medical practice, what are some of the first steps you should take?
Knowing your customer, in this case – your patients, is the foundation of marketing strategy and this is exactly what good CRM is all about. From the initial patient file through the consultation, diagnoses, procedures and invoicing, the software allows you to track every point of contact in the relationship. Only when this has been achieved is it wise to implement a marketing communications campaign.
Marketing communications – by SMS, e-mail or post
As software developers, we knew that we had to ensure that one of the key CRM functionalities of ‘PPM’ – Private Practice Manager would have to be controlling the consultant’s marketing communication with clients. The system’s easy to use database allows the practice secretary or marketing team to send patients timely and interesting communications.
Keeping in contact with patients and announcing the practice’s latest services or achievements can translate into increased turnover and profitability. It helps to improve the practice’s reputation and visibility and can also assist with patient care by making sure appointments are kept and communication channels remain open. This can be achieved by e-mail, including secure e-mail, SMS or by mail merge into a printed document. Often practices find that a combination of all three can provide the most dynamic method of patient interaction. Because ‘PPM’ – Private Practice Manager is fully integrated with Word, print mailings are easy to produce and distribute. This leaves more time for secretaries to spend on improving customer service and the overall client experience.
Keeping communications secure and private
Due to the intrinsically delicate nature of medical and healthcare communications, private practitioners need to be able to offer their patients an assurance that their communications can remain confidential. As a result, all information about procedures and patient data is stored securely and only released to relevant practice staff.
Furthermore, thanks to ‘PPM’ – Private Practice Manager’s integration with SSLPost, a low cost secure email product that is simple to set up and use, confidential e-mail communications can be sent with complete peace of mind. The product comes with an easy installation guide that allows the sender to begin encrypting emails within two hours of purchasing the software.
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Rod co-founded LiveseySolar and acts as a Fractional CMO for our customers. He’s on a mission to help transform the lives of 10,000 people with vision correction surgery by 2024. To achieve that, he inspires his customers to make confident decisions that will help 50,000 people take the first step towards vision correction.
LiveseySolar completely transformed the way we were approaching this… We’ve gone from having just the dream of having a practice to having a practice up and running with people making inquiries and booking for procedures… It’s extremely pleasing. We feel lucky we connected with LiveseySolar.
— Dr Matthew Russell, MBChB, FRANZCO, specialist ophthalmic surgeon and founder of VSON and OKKO
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Laura Livesey is the co-founder & CEO of LiveseySolar. She has developed powerful refractive surgery marketing systems that increase patient volumes and profits for doctors, clinics, and hospitals, since 1997.
Rod and Laura know as much about marketing surgery to patients as I know about performing it. They are an expert in the field of laser eye surgery marketing. They know this industry inside out. I believe that they could help many companies in a variety of areas including marketing materials, sales training and marketing support for doctors.
— Prof. Dan Reinstein, MD MA FRSC DABO, founder of the London Vision Clinic, UK
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