For many medical practices and hospital departments, technology can sometimes be a frustration and trying to tame it is often left to the IT workers.  But don’t let prior experiences or installation/training frustrations limit your progress is using technology tools to enhance relationship development.

Step one should be the collection and analysis of consumer data from all possible sources.  This helps all who communicate with customers know the content of that communication and potential next steps.  This central repository helps an organization personalize the communication and track the process.

For a tool, you have a wide choice of options.  You can use something as simple as Access.  Or off-the-shelf options include GoldMine and ACT!  There are many other software tools that can help you collect data, monitor communication and transactions and they range from simple on-tool tools (HighRise) to more complex, enterprise wide options.

Having a database of information for your consumer allows you to focus on the needs and preferences of your “customers.”  Understanding what your customers want will help you work toward their needs and develop relationships.  You can organize and analyze the data that you collect to determine preferences and drive your efforts toward responding to those needs.

Customer relationship management as a tactical technology tool can help you gain insight into the behavior of your customers.  This can ensure physicians and patients are served in the best possible way. Customer relationship management helps organizations recognize and pay attention.  Keep in mind that while a technology tool can help collect and analyze this kind of information, it is the overall strategy and culture of the organization that puts energy behind this information and creates a responsive process.

Step two should be using your insight to improving communication with your consumer. Targeted communication that gets in the hands of your potential customer as they need it versus sending blanketed mailings to everyone with no particular focus hoping something will appeal will save the organization money and will improve the relationship with the individual target.  They will not feel bombarded with non-focused communication.

No surprise that different customers prefer different communication channels.  Certainly newer digital channels and social media tools offer greater opportunities to directly personalize messages.  But don’t throw out traditional methods which may appeal to a sector of your market.  The message is to carefully segment your market for both message and channel.  That new mom might find information on your FaceBook Fan page really helpful as she deals with the adjustments of having a baby in the house.  The grandfather who can’t finish a golf game without visiting the restroom several times might find a post card about your prostate services more helpful.

Working out the above is a matter of re-prioritizing your internal communication approach based on the insight you garner from data collection – the following are basic but sound steps to employ:

• Communicate to the customer based on their needs; avoid silo approaches.
• Use customer information from the entire organization and centralize it to make customer profiles and develop a more in-dept understanding of your customer.
• Segment your market.
• Communicate with the various segments as one entity – do not overwhelm your target with multiples communications and messages.

Whether you are focusing on your physician relations program or want to have  a more targeted approach with potential patients,  the need to track and measure nurturing activities is a basic outgrowth.  The information flow works in both directions so that significant market intelligence is collected as these relationships are cultivated.  The more individuals working on a specific relationship, the more navigation is required so that the target is not overwhelmed by a disorganized flow of information from various sources.  Technology can serve the process by easing the management and integration of information.  Use technology to enhance your developing relationships by being more focused in your communication and more aware of what your individual customer wants and needs.