Salesforce may bring healthcare into the customer-centric reality many marketers already know. The industry had been using payment-oriented software “built to capture charges so hospitals and physician practices can bill insurance companies quickly and accurately,” according to extensive reporting Wednesday by Neil Versel of MedCity News. The Salesforce Health Cloud, announced on Wednesday by the CRM giant, will capture far more data about patients that, in the end, may aid in building patient personas for targeted marketing opportunities.
The healthcare providers who may buy the Salesforce option in order to better target patients are “care coordinators, discharge planners, healthcare administrators and nurses,” says Versel.
Now in the preview stage, Salesforce says the software will be released wider in February.
“Salesforce Health Cloud is a cloud-based patient relationship management solution that enables providers to gain a complete view of the patient,” reads the Salesforce press release, “with integrated data from electronic medical records (EMRs), wearables and more; make smarter care decisions; engage with patients across their caregiver networks; and manage patient data. For the first time in history, healthcare IT is shifting toward the patient experience.”
Healthcare is lacking data aggregation that this cloud software may help fix, but there may still be a long way to go, say the sources Versel interviewed.
“From a CIO’s perspective an ideal product,” Versel writes, “according to [Dave Holland, interim CIO at Union Hospital in Terre Haute, Ind.], would incorporate data from hospital and ambulatory sources, give providers the ability to track Meaningful Use compliance, let patients input their own data without compromising records entered by professionals and, of course, have the necessary HIPAA privacy and security controls.”
Holland adds that primary care doctors should be at the center of this data cloud while with current solutions, hospitals are the main information sources, according to Versel’s reporting. If the Salesforce cloud also provides therapeutic and diagnostic options, the CRM software will also need to be regulated by the FDA, Tim Gee, a healthcare connectivity consultant in Beaverton, Ore., tells MedCity News.
With all the extra data in this cloud, one source told Versel there may be previously unexplored marketing options. “Centura can match up patients with physicians with … similar interests,” he writes. “For example, a surgeon who skis, so patients and doctors can bond.”
How patient-centric is healthcare marketing today?
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