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Healthcare CRM 2015

Healthcare CRM 2015
From Acquiring Patients to Managing Health

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Customer relationship management (CRM) is a mature market in many industries and is taking hold in healthcare at a moderate but steady rate. While the pace of adoption is not rapidly changing, providers’ reasons for pursuing CRM are shifting along with the growth in value-based care. KLAS interviewed 130 providers to measure the energy and trajectory of CRM. KLAS also spoke with 40 providers currently using CRM products to validate functionality and share an early perspective on vendor performance.

1. TODAY, FEE-FOR-SERVICE MARKETING DRIVES CRM USAGE

Despite distraction from meaningful use, ICD-10, and other initiatives, CRM adoption has reached 20%, and another 16% of respondents are considering it. In today’s fee-for-service environment, precision—or targeted— marketing drives CRM usage in an effort to get patients in the doors and keep revenue flowing. As more providers consider utilizing CRM for precision marketing, the focus on digital media and ROI tracking are increasing. Evariant, Healthgrades, Influence Health, and Tea Leaves are called out for their relative strength with marketing.

CRM STATUS (n=130) Supplemented with data from upcoming Patient Engagement Report & WHAT TYPES OF CRM FUNCTIONALITY ARE IN USE?

CRM Status

2. HEALTHCARE-FOCUSED EVARIANT AND INFLUENCE HEALTH HAVE MOST TRACTION

KLAS spoke with nearly 40% of live customers across the seven CRM vendors included in this report. Evariant and Influence Health are the most validated, supporting market share claims. Clients note strong healthcare marketing functionality. Epic and Salesforce are the next most prevalent. Epic CRM is a default for many Epic customers but focuses only on contact management. Salesforce’s strong brand and customizability are called out. Tea Leaves clients praise their predictive modeling for marketing and population health.

Healthcare-specific Vendors and cross-industry vendors

3. CRM FOCUS IS MOVING TOWARD POPULATION HEALTH, BUT FEW PROOF POINTS EXIST

Providers considering a CRM investment have population health management at the top of their minds. The same is true for those who are currently using a CRM solution and want to expand its use beyond marketing. Currently, however, only 21% of those with a CRM solution use it for population health efforts, mainly because they are still defining population health strategies. Also, some feel that CRM tools lack the analytic capabilities of more sophisticated population health tools, so they supplement them with solutions from vendors like Advisory Board, Optum, and Verisk. At this early stage, no vendor stands out as a clear leader in PHM ability.

WHAT FUNCTIONALITY IS DRIVING FUTURE CONSIDERATION?

What Functionality is Driving Future Consideration

4. EPIC CRM WIDELY CONSIDERED BY CLIENTS, THOUGH NOT A COMPLETE SOLUTION

Aside from Epic, no other EMR vendor is mentioned by providers as an option for CRM needs. Despite the fact that Epic CRM is limited to contact management functionality, most Epic clients interested in CRM are considering Epic’s offering because it is integrated and involves little extra cost. In the end, Epic users looking for precision marketing, population health management, and/or physician relationship management will still need to explore third-party vendors.

PROVIDERS USING EPIC EMR Interest in Epic CRM is growing among Epic clients

Providers Using Epic EMR

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This material is copyrighted. Any organization gaining unauthorized access to this report will be liable to compensate KLAS for the full retail price. Please see the KLAS DATA USE POLICY for information regarding use of this report. © 2018 KLAS Enterprises, LLC. All Rights Reserved. NOTE: Performance scores may change significantly when including newly interviewed provider organizations, especially when added to a smaller sample size like in emerging markets with a small number of live clients. The findings presented are not meant to be conclusive data for an entire client base.