I am a partner Healthcare IT Strategy and in addition to driving our EHR practice, I run our firm's Patient Relationship Management/Patient Equity Management PRM/PEM practice. Most of the leading CRM vendors have been my personal clients, and for 20 years I've helped clients with the entire CRM life cycle; defining requirements, software selection and implementation, and process re-engineering. Most of my clients had approached CRM from the perspective of making the customer interaction more efficient--Quicker. I help them make it more effective--Better.
Moving from PRM to PEM doesn't require additional technology, it requires a better understanding of your customer facing business processes.
To discuss, you can reach me at paulroemer@healthcareitstrategy.com
3. 3
“Retention is for wimps. We measure the percentage of
patients who have our name tattooed on their body.”
(Harley Davidson Annual Report)
“80% of CEOs believe their brand provides a superior patient
experience…8 % of their customers agree“
(Bain & Company)
4. 4
PRM – A Matter of Perspective
Is your hospital looking from the inside-out or from the outside-
in?
6. 6
Does Your Hospital Stand Out?
“We retail electronics”
“We’re in pharmaceuticals”
“We offer professional services”
“We manufacture dry goods”
“You are not in the healthcare business. You are in the
decommodification business.”
8. 8
PRM Alone Won’t Grow Revenues
 98% of Coupons Get Thrown Away
 It is 10x More Expensive to Generate Revenue from a New
Patient
 A 5% Increase in Retention Can Increase Profits by 60% –
100%
 It is 6x More Expensive to Service Patients Through a Call
Center than it is via the Internet and Website
 Patients Who Refer Another Patient Generate Revenue at No
Cost
 Loyal and Referred Patients Stay Longer, and More Services
12. 12
PRM is an “inside-out” view
Standard PRM involves heavy applications of
technology:
 PRM applications
 Enhanced IVR and ACD applications
 Outsourcing call center operations
 Off-shoring
 Sales force automation
17. 17
Fixing PRM
Patient Management should focus on value creation, not cost
reduction, effectiveness, not efficiency. PRM should have
revenue targets.
Value creation through PRM initiatives comes from:
 Growing the patient base
 Maintaining the patient base – retention, cross-sell & up-sell
 Servicing patient segments
 Maximizing channel effectiveness
18. 18
Change of Focus
The focus is changing from enterprise to single patient, from technology
to process, to…
 Patient Acquisition (number of new "quality" patients)
 Patient Retention (percent of existing patient retained)
 Patient Satisfaction (question results from survey and/or focus groups)
 Patient Segmentation (percent of profit by patient demographics)
 Patient Profitability (average profit per patient/per household)
 Patient Servicing (average response time for patient complaint/inquiry
resolution, first call resolution)
 Patient Referrals (Net)
19. How are your patients connected
to each other? To you?
21. 21
Patients Solicit
Bids
I want to notify the whole market that I want to buy a SONY plasma TV. In
effect, I want to issue a personal RFP that goes out to every retailer of SONY
plasma TVs.
22. 22
The patient is channel agnostic, and how the patient
is cared for must be infrastructure agnostic.
Patient Equity/Experience Management is the New
Marketing
25. 25
Patient Management Evolution
 PRM evolves to PEM
 Patient Experience = Hospital Performance – Patient
Expectations
 The value add is transforming PEM to Patient Equity
Management – the total lifetime discounted value of all the
hospital’s patients.
26. 26
Patients vs. Hospitals– who is
winning?
How many hits does Google Reader display
for your hospital?
How many for FaceBook?
MySpace?
YouTube?
38. 38
First, write the playbook…
PRM to PEM:
•Define goals/objectives
•Evaluate the situation
•Define expectations
•Develop a plan
•PRM
•PEM
•Social networking
•Implement
43. 43
Contact: Paul Roemer, Partner, Clinton Rubin LLC
paul.roemer@clintonrubin.com
(484) 885-6942
Paul Roemer, Managing Partner
Healthcare IT Strategy, LLC
+1 (484) 885-6942
+1 (610) 384-1811
paulroemer@Healthcareitstrategy.com
Editor's Notes
Reduce call volumes
Reduce hold times
Reduce dropped calls
Reduce Average Handle Time (AHT)
Reduce average talk time (ATT)
Reduce delay time
Improve service levels
Reduce churn
Reduce downgrades & returns
attack artificial satisfaction barometers , enterprise-wide Key Performance Indicators (KPIs), ignoring actual levels of satisfaction of individual patients;
Campaign management
Sales force automation
Data warehousing
Data mining