Want to hear a phrase that sounds wildly impersonal? Here it is: Population Health Management.
Ironically, to achieve the Population Health Management (PHM) aim of better quality, higher satisfaction and lower cost, we've got to get really, really personal.
Despite a recent impersonal care experience I chronicled in a previous blog post called "Getting Personal - Value-Based vs. Fee-for-Service Care Experiences"; I know that most healthcare providers are in the process of shifting toward the "quality over quantity" mindset that serves as a prerequisite for value-based care. But it takes more than shifts in mindset - technology is critical to this transformation.
Customer Relationship Management (CRM) solutions are (finally) getting a lot of attention now in healthcare. And many, including our folks here at Tribridge, strongly believe that CRM solutions are critical for effective population health management (PHM), where data can actually lead to meaningful actions.
According to a recent KLAS report, "Healthcare CRM 2015: From Acquiring Patients to Managing Health," the healthcare industry is poised for faster CRM adoption, and one of the key reasons why is the growing demand for PHM capabilities. Of course, traditional CRM functions like Sales, Service and Marketing only get you so far when it comes to the transformation to PHM. In the KLAS report, Tribridge's Health360, a comprehensive solution built on Microsoft CRM, was the only solution that a provider selected solely on the basis of its PHM functionality.
The report acknowledges that CRM adoption isn't widespread in healthcare, but it suggests that slow adoption may have more to do with perceptions that CRM is about getting patients "in the door." Once the industry understands how CRM is an enabler for PHM, adoption will likely soar. PHM is an objective - and CRM is the means.
The key now is execution. Once the industry sees that costs can be contained as quality and outcomes improve, rapid adoption is sure to follow. But for those who believe that all of this is simply rhetoric, I refer to "Exhibit A", my family members' recent care experiences as outlined in this post. Fee-for-service is episodic and transactional. Conversely, value-based care hinges on outcomes that can be actively - and proactively - influenced. My father experienced value and he's thriving. My wife begrudgingly paid a fee and that's likely where the engagement - and value - ends. Could the difference be any starker?
Are you interested in learning more about how we can help you achieve more personalized care in your organization with an integrated cloud-based, customer-centered CRM solution? If so, please contact me directly at firstname.lastname@example.org.
Damon Auer is Vice President of the Health and Life Science practice for Tribridge. He is a 20-year technology and consulting services executive specializing in helping health and life sciences organizations achieve business performance improvements. He oversees projects ranging from cloud-based Care Coordination and Electronic Medical Records systems implementations to process and systems integration consulting for healthcare delivery, pharmaceutical and medical device organizations.