When was the last time you checked to be sure all of the stop lights were green before you left the house for work? Never, right? If only it were that simple, and we knew that there was a wide open path for us to follow, free of obstacles, wherever it is that we are planning to journey. The reality is that there are barriers, and in the world of healthcare marketing, the journey to CRM is often full of them. Budget, time, employee resources, IT and executive support, content, strategy, and did I mention budget?
As I speak with marketers across the country, it is interesting to hear the different definitions of CRM. In my world, CRM means the marrying of each of a health system’s disparate data sources, into one centralized system, allowing for a single point of view of an entire market footprint. Whether we are looking at physicians, patients, potential patients (prospects) or employees, this singular point of view enables us to mine the data, identify appropriate audience segments, create personalized, automated communications with those segments, measure responses to those communications, and ultimately calculate a Return on Investment (ROI) for all of our efforts.
For many healthcare marketers, what I’ve described above could be considered the “holy grail” of CRM, but this can sometimes come with a price tag that is out of reach. What many don’t realize is that it doesn’t have to be all or nothing. DIATATM, LionShare’s marketing automation and analytics platform, has the flexibility to provide scalable solutions, regardless of where you are on your CRM journey. DIATA Lite is best suited for hospitals with limited resources, or for large health systems with the desire to start on a small scale and prove results before committing to a full-scale CRM investment and implementation. With DIATA Lite, users get the benefit of a CRM platform, without a lack of functionality, all at a reasonable price.
We offer DIATA Lite as a Service Bureau Model, which is another great benefit for those just getting started. This means LionShare will manage and maintain the database, and our Client Services team will also be responsible for all deliverables such as defining audience segments, marketing automation implementation, data analytics and ROI reporting. For those who are not only short on budget, but also employee resources, this means you won’t need to allocate extra manpower to implement your CRM solution. LionShare does the work for you.
There are several potential implementation possibilities with DIATA Lite. Depending on your goals, it may make sense to start with a pilot marketing automation campaign focused on a particular effort such as promoting pediatric specialty clinics or increasing volumes for total joint replacements. Perhaps there are particular high-value audience segments it makes sense to start with, such as new movers or new parents. Or, perhaps it makes sense to focus on those who may already be in your pipeline and build out a nurturing campaign to ensure online leads aren’t lost on the path to conversion. The point is – you have to start somewhere – and DIATA Lite likely has an option for you.
Sara Dykes currently serves as the Vice President of Sales & Operations for LionShare. With over 15 years of healthcare marketing and leadership experience, she oversees the sales and operations functions of the organization, directing cross-functional teams to drive innovation, service delivery, and operational performance. She has guided hundreds of hospitals in their quest to link data analytics to actionable CRM strategies. She earned her MBA at the University of Missouri Kansas City Bloch School of Business. To contact Sara, feel free to email saradykes@lionsharemarketing.com or call 800-928-0712.
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