Given today’s changing healthcare environment, imaging
centers must be more aggressive than ever in maintaining their current referral
base, while at the same time growing the current referral base. In other words, effective customer
relationship management (CRM) never has been more important.
Many may know that they have a powerful marketing tool at
hand in the vast quantities of data available to them in their HIS, RIS, or billing
systems. But having the data is only
half the equation. The trick is to take that data, manipulate it and employ
metrics to interpret what’s really there. Using data and analytics as business
intelligence, imaging centers can target marketing priorities with laser
precision and act intelligently on referral trends.
CRM systems designed specifically for radiology can enable
centers do even more, automating processes for real-time data collection and
optimal decision making, supporting compliance and measuring performance for
both individual marketers and overall marketing efforts.
Challenges inherent in ongoing hospital acquisitions,
reduced reimbursements, health information exchanges and other trends driven by
legislation are not going to end anytime soon.
That’s why imaging centers must act now to address
them.
They must take
command of their marketing initiatives with CRM tools that provide detailed
oversight of their referral sources and interactions with referring physicians,
as well as insight into marketers’ activities and performance. This way, they can secure the business
knowledge they need to analyze and adjust referral marketing strategies and
maximize marketing budgets.
