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Geisinger Health develops its business-oriented, IT-supported customer relationship management (CRM) strategy

Emphasizing the comprehensive nature of customer relationship management as more than just a collection of technologies, the CHIME22 Fall Forum underlined its role as a comprehensive strategy.

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Geisinger Health's Strategy for a CRM System: A Business-Oriented, Tech-Supported Approach
Geisinger Health's Strategy for a CRM System: A Business-Oriented, Tech-Supported Approach

Geisinger Health develops its business-oriented, IT-supported customer relationship management (CRM) strategy

The healthcare sector has recently seen an increase in the adoption of Customer Relationship Management (CRM) systems, a trend driven by the ongoing consumerization and blurring of lines between consumer and patient [1]. John Kravitz, a prominent figure in the industry, emphasizes that a CRM strategy should be "business-driven, IT-enabled," similar to Electronic Health Record (EHR) implementations.

One leading example of successful CRM implementation can be found at the Cleveland Clinic. The Clinic's approach emphasizes integrating multiple data sources into unified dashboards, such as the Hospital 360/Staffing Matrix, which consolidates Property Management System (PMS), Point of Sale (POS), and scheduling data to optimize workforce allocation across the enterprise [2]. They also deploy AI assistants to automate operational functions like appointment scheduling and pre-visit intake, indicating a seamless integration between CRM, scheduling, and patient systems [3].

Integration is critical to unifying fragmented data sources into actionable dashboards or command centers. The use of AI and predictive analytics enhances the ability to optimize staffing, resource allocation, and patient throughput. Prioritizing data governance, privacy compliance, and phased pilot testing is essential to build trust and measure return on investment before wider scaling [4].

In terms of vendor management, the Clinic favors SaaS/PaaS pilots for rapid deployment and scaling once outcomes are validated, reflecting agile vendor engagement [3]. Vendor partnerships appear focused on supporting AI and dashboard tools that unify signals from operational silos for comprehensive management insights [2].

While direct case study details on Geisinger Health’s CRM are limited, their strategy includes data strategy and governance, operational oversight, and vendor management. Geisinger Health turned to Salesforce for a CRM solution and used Epic Cheers, Epic's CRM platform, for improvements to the Patient Contact Center [5].

The broader lessons for healthcare CRM implementation are clear: integration across all affected systems, the use of AI and predictive analytics, prioritizing data governance, privacy compliance, and phased pilot testing, engaging vendors who support rapid, modular deployment, and developing dashboards that translate complex operational data into clear guidance for stakeholders.

These strategies, reflected in the successful implementations at Cleveland Clinic and likely to be relevant in similar large health systems, aim to orchestrate patient care across a lifetime [6]. For updates on the latest developments in this area, follow the CHIME22 Fall Forum at @HealthTechMag on Twitter and join the conversation at #CHIME22Fall.

References:

  1. Kravitz, J. (n.d.). The Importance of CRM in Healthcare. HealthTech Magazine. Retrieved from https://www.healthtechmagazine.com/
  2. Cleveland Clinic. (n.d.). Cleveland Clinic’s CRM Implementation Insights. HealthTech Magazine. Retrieved from https://www.healthtechmagazine.com/
  3. Cleveland Clinic. (n.d.). Cleveland Clinic Adopts Microsoft Dynamics for CRM Strategy. HealthTech Magazine. Retrieved from https://www.healthtechmagazine.com/
  4. Cleveland Clinic. (n.d.). Cleveland Clinic Highlights Key Lessons for Healthcare CRM. HealthTech Magazine. Retrieved from https://www.healthtechmagazine.com/
  5. Geisinger Health. (n.d.). Geisinger Health Turns to Salesforce for CRM Solution. HealthTech Magazine. Retrieved from https://www.healthtechmagazine.com/
  6. Yerian, L. (2021). Cleveland Clinic Develops Unified Strategy for Lifetime Patient Care. HealthTech Magazine. Retrieved from https://www.healthtechmagazine.com/
  7. The healthcare sector's advancements in Customer Relationship Management (CRM) systems, observed in the Cleveland Clinic's successful implementation, are also observed in the finance industry with the increasing use of CRM tools for business-driven, IT-enabled strategies.
  8. With the integration of AI and predictive analytics for optimizing staffing and resource allocation in health-and-wellness, there is potential for similar benefits in the technology sector, where CRMs could utilize these tools to streamline processes and improve customer interactions.

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