Patient Consumption Habits Have Changed — Has Your CRM? — Part 2

In Part 1, we covered:
· The oversaturation of traditional CRM channels, especially email

· How consumer consumption behavior is changing how, and where, we can reach them

Right Place, Right Time
Next Gen CRM is not just a matter of branching out to different channels. Customers expect the communication on those channels to happen in real time and, in some cases, be two-way and on-demand.
For example:

· Messaging has grown beyond appointment and refill reminders to alerts for new site features, links to richer content, and co-pay offers

· Podcasts allow users to drive their own experience with brands at a time when their attention span is at its height. Brands can share content serially, and stats from Podcast Insights around this channel further paint the picture

Sign-Up No Longer Required
Historically, one key limitation of traditional CRM has been the barrier that sign-up presents. But by employing things like alternative channels, geo-targeting and re-targeting, and sequential messaging, you can build and maintain a relationship with your customers without requiring registration. Some healthcare brands, for example, are now leveraging sequential messaging on Facebook and Instagram as a means of social CRM.

Rebooting Your CRM
So where to begin? You don’t have to start from scratch or reinvent the wheel. You can augment and evolve your current mix to find the most purposeful use for each channel and better meet the needs of your audience. If you’re interested in learning more, please reach out to our dedicated EDG@patientsandpurpose.com