Resurrection Healthcare Using Microsoft Dynamics CRM To Keep Doctor Relationships Healthy - Chicago
Posted Jul 07 2009 9:54pm
I have written many times over here about CRM software and how it can be used by a hospital and here’s an example of one in the Chicago area using the intelligence to improve sales/physician relationships. There is a special version for healthcare of Microsoft Dynamics that will integrate with Amalga, Microsoft Business Intelligence software and more. What makes it simple and easy is the learning curve, or I should say a smaller learning curve as the information integrates with Microsoft Office, that’s Outlook, Word, Excel, etc. and many in today’s business world are already pretty well acquainted with MS Office.
The hospital system is also using it to help physicians refer patients to the facilities of Resurrection Health. Sales individuals can talk more intelligently too about what the facilities have to offer and solve issues outside of direct healthcare, such as billing, etc. BD
In most sectors, CRM products are used for managing customer relationships. But for some health care organizations, CRM is helping to manage and grow relationships with physicians.
That's the case for Resurrection Health Care, a Chicago-based integrated healthcare provider that operates eight hospitals, home health services, occupational health services, free-standing medical imaging centers, nursing homes, assisted living, sleep centers, and more.
Resurrection is using CRM to assist its sales staff and others in getting the word out to physicians that Resurrection's array of healthcare offerings should be top of mind when doctors help patients line up care, treatments, testing and other medical services.
The notion of hospitals and other healthcare providers promoting patient services to doctors might be a bit startling to outsiders. But doctors often have a myriad of local healthcare organizations available to refer patients to--whether it's for sleep analysis, physical rehab, home health care, MRIs, or any other zillion health services.
Resurrection's sales staff is using Microsoft Dynamics CRM, which was customized by reseller Sonoma Partners, to help manage relationships with physicians in Resurrection's quest to have more doctors refer their patients to Resurrection facilities for services ranging from medical imaging to rehab.
Sonoma extended the basic sales, marketing and customer service modules of Microsoft Dynamics so that physician alliances--which are often complex in their relationships with multiple hospitals, practices, and other facilities--can be more easily managed. Because Microsoft Dynamics CRM is integrated to other Microsoft applications--including Excel, Word and Outlook, Resurrection's sales person can easily calculate and track expected additional revenue in an Excel spreadsheet, for instance, says Arnone.
For instance, if a sales person has a meeting with a doctor and discusses sending more of the practice's patients to Resurrection imaging centers for MRIs-- but the doctor complains that he's had trouble getting radiology reports quickly from the centers in the past--the sales person can use the CRM tools to set up a customer service case. The sales person can notify the imaging center personnel about the doctor's complaint, and then document this in the sales person's tracking of the physician.