How Christiana Care has designed a CRM strategy to create a cohesive consumer experience

Innovation has fueled a rise in consumer expectations across all industries, and healthcare is no exception. Coupled with the shift to value-based care, healthcare organizations are looking for ways to deliver actionable insights and engage with consumers like other industries have been doing for years.

Healthcare providers maintain some of the most intimate details of consumers' lives, serving as the gatekeepers of information such as medical records and claims data. Consumers want to feel as if their providers are engaged with them as partners in their health journey. However, healthcare consumer interactions are often spread across multiple, siloed systems, which bars people from piecing together the various elements of their respective health and care journeys.

As consumer engagement continues to be a priority for healthcare organizations, more opportunities are being created to help activate people in their health and care. People who actively engage with the rest of their care team can experience benefits like early prevention and intervention, which can divert the need for more extensive, and often costly care down the line.

Christiana Care in Newark, Del., is one health system that is going above and beyond to promote consumer engagement through innovations. The organization leverages technology in a multitude of ways to connect with its consumers such as its health and technology innovation center and virtual reality experience technology designed to ease patients' stress levels while undergoing treatment.

The nonprofit, community-based health system's approach to innovation ultimately aligns with its promise to the community, which is to "serve its neighbors as respectful, expert, caring partners in their health." This ethos serves as the foundation for its efforts to enhance engagement with its population through a customer relationship management (CRM) strategy.

Christiana Care's CRM vision 

Christiana Care's vision for a CRM strategy is rooted in its overall efforts to empower people to take charge of their health. A few years ago, the health system established a set of values derived from its "we serve" mission meant to inform its consumer engagement and innovation efforts, said Drew Fennell, chief communications and experience officer at Christiana Care.

When approaching consumer engagement, the health system embraces the mantra "we serve together and are guided by our values of excellence and love." These values, in conjunction with Christiana Care's promise "we commit to being exceptional today and even better tomorrow," are the driving forces behind the health system's CRM strategy.

"We are always looking to stay grounded in love because as our President and CEO, Janice E. Nevin, MD, MPH likes to say, we know that when love leads, excellence is inevitable," Ms. Fennell said. "If we're going to create a more robust and personalized communication system for our patients and our community, we need to remain deeply grounded in those values."

To empower its healthcare consumers, Christiana Care tappedCerner and Salesforce to collaborate and help support its consumer engagement strategy by leveraging the two organization’s integrated CRM solution. The solution combines the clinical insight from the Cerner data and insights platform, HealtheIntent®, with the engagement intelligence of the Salesforce Health and Marketing Cloud solutions, extending CRM beyond a traditional engagement platform. By combining clinical insights with the traditional CRM system, Christiana Care is able to leverage a single platform that offers clinicians, as well as non-clinical staff, the unique insights to provide better care and engagement with consumers. 

While CRM may have a reputation as a traditional marketing tool, Christiana Care's strategy has transformed it into an innovative means to create consumer engagement journeys, Ms. Fennell said. Merging Christiana Care's marketing efforts and clinical insights will ultimately enhance Christiana Care's consumer engagement and outreach strategy.

"This idea of breaking down the silo between our communications team and our clinical providers is really an exciting place to be," Ms. Fennell said. "There is a remarkable opportunity to use some of the classic, well understood methods of reaching people and apply them in new ways to help people feel empowered and in control of their health and care."

Collaboration for a comprehensive view of the patient

Christiana Care's collaboration with Cerner and Salesforce is designed to help the health system enhance the consumer experience at scale by centralizing data and delivering insights to the right user to reach consumers via their preferred interaction point, such as text, message or phone call. 

By delivering actionable insights to the health system, derived from consumer health data, the solution works to help close gaps in preventive care like breast cancer screenings and colorectal cancer screenings. "These are insights that we have traditionally made available in physician workflows, but now we can send them into the CRM system where we can put the consumer on a journey to better health using communication tools to engage specific populations," said David Bradshaw, VP of consumer and employer at Cerner. At Christiana Care, where patient populations are measured in the hundreds of thousands, automated personalized outreach is monumental for performing outreach to the appropriate groups of people.

Ultimately, the result is a personalized experience to fuel better health for consumers. "People who interact with the healthcare system have the expectation they are known and understood, and we’ve designed a solution with Cerner to help consumers receive the interactions and care they expect,” said Aaron McGarry, VP industry partners, Salesforce.

Cerner and Salesforce collaborate to transform healthcare

Cerner and Salesforce have collaborated to develop an integrated offering to support enhanced consumer and clinician engagement, creating a clinically-informed CRM technology system that can be used across a healthcare delivery system’s enterprise.

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More articles on consumerism: 
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Alphabet reportedly makes bid to acquire Fitbit
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