CRM Strategies for Home Healthcare Organizations


CRM Strategies for Home Healthcare Organizations

Whether you’re using a legacy system or you’ve already integrated a cloud-based customer relationship management (CRM) platform into your home health organization, you may not be taking full advantage of all of its features. 

In fact, it’s very likely you aren’t. 

Only about 37% of sales reps use their CRM. Of that 37%, 43% use less than half of the paid and standard features. 

While that’s astonishing, it speaks to the reality that CRMs come with a lot of capabilities that users don’t fully know about.

Not only can this lead to lost prospects, and lower ROI, it can also reduce efficiency because you aren’t taking full advantage of everything at your fingertips. 

In this article, we’re breaking down three CRM strategies for home healthcare you may not know about, and the features you really should be making full use of for the growth and efficiency of your home health organization. 

Top 3 CRM Strategies for Home Healthcare Organizations

As a home care organization, you’re focused on improving patients’ health, retaining patients and care workers, and optimizing internal processes. But if you’re relying on a legacy system, or aren’t taking full advantage of your CRM, you’re likely hindering growth.

A good healthcare CRM can help to gain more insights into prospects, automate data pulling, shorten lead response times, and even track revenue. 

While those are just some of the benefits of a CRM, below are three of the best CRM strategies to bolster your home healthcare marketing plan and nurture patient relationships. 

CRM Strategy #1: Build out your entire buyer journey & automate it

Building out your buyer journey is integral to building truly effective home healthcare marketing strategies because it points to the types of interactions your patients and their family members have with your organization before conversion. 

Doing so with a CRM involves several features and integrations- such as marketing automation (MAP) and EMR software. 

Here’s what building your buyer journey looks like with a CRM (in a nutshell):

  1. Connect your CRM to all of your marketing efforts, web forms, and use it for referral management
  2. Automate reporting to see:
  • Where your leads come from
  • How long they’re retained
  • Which referral sources bring in the most leads that actually convert
  • What type of content your audience consumes before they convert to patients

Also, consider what processes they have to pass through- such as admissions and insurance verification before they become patients.

  1. Lay out the various journeys your audience takes based on the data. 
  2. Create content specifically for those interactions and touchpoints. 

When you map out the journey of existing customers, you can also see where you might be losing leads, or where you can personalize the experience more. 

Then you automate all the basic functions along the way- such as data entry (you can pull their information straight from web forms). 

Automate things like follow-up, and automatically send notifications to referrers and admissions staff. This will not only improve those relationships but automating these basic tasks speeds up the sales lifecycle and intake process. 

CRM Strategy #2: Empower your employees 

One of the greatest benefits of a powerful CRM is that it can break down the barriers between departments, streamlining things like electronic health records and ensuring standardization across your whole organization. 

With greater visibility into where their leads are coming from and less time spent on repetitive tasks, your sales team will feel empowered. 

The easier you make it to do their job, the more likely you are to retain them and the more productive they are. 

Some of the best features of a CRM for staff empowerment include:

  • Auto-activity logging
  • Embedded calls, emails, and texts
  • Customized automated reporting straight to email and your dashboard
  • Automated follow-ups with custom triggers
  • Patient status updates
  • Automatic patient data pulling and billing updates
  • Calendar syncing

CRM Strategy #3: Create more targeted and tailored communications

Patient engagement and retention is generally a top goal across the healthcare industry, but particularly in the competitive niche of home health. 

While great care is the biggest part of that, retention extends beyond that, to include how you follow up with your patients, how you schedule their appointments, and interact with them beyond face-to-face home care. 

You can use the following CRM features:

  • Email personalization and automation- just because you’re sending out hundreds of emails doesn’t mean they can’t be personalized. Little touches, like their name to a header and subject line can go a long way. 
  • Content creation- when you understand the buyer journey and the pains of your audience (a CRM can help you collect all that data), you can create content that’s very specific to your audience and address their needs. 
  • Live chat- features like live chat can help you have more direct conversations with leads and provide them answers as they’re looking for them (you can automate some of the responses or use a live person as well). 
  • Personalize follow-ups– a CRM allows you to see all lead behavior. Meaning you can see events they’ve signed up for, items they’ve opened or downloaded, emails they’ve responded to, and use all that data to customize responses and follow ups. 

Tips for Successful Implementation of Home Healthcare CRM Strategies

1. Have a formidable team using your CRM

You should always strive to have a strong sales team, but bringing in new technology can be a challenge for reps that are used to marketing for home health in very specific ways. 

To improve CRM adoption and usability, train all users of your CRM and continue that training at regular intervals to ensure it really sticks. 

2. Determine what kind of data your want to collect

Choose a CRM based on your goals, chances for profitability, patient experience, and ability to retain patient and referral relationships. 

All of these factors play into the type of data you’re able to collect and use. 

3. Be dedicated to patient experience

A CRM creates a patient culture, if you use it correctly. But CRM strategy success depends on whether or not you’re focused on retaining patients or bringing in new ones. 

If you build a strategy for retaining your existing patients, everything else will fall into place (remember, it’s easier to retain than to bring in new patients).

4. Front-end and back-end activities should collaborate

Though not everyone within your organization will use the CRM, everyone should be involved if you’re going to streamline and grow your business.

This means you should have your front-end staff, such as a home health marketer, there to greet patients and their family members in person. 

On the back end, your schedulers should receive patient data pulled from web forms, which they can pass to admissions, and so on. 

Your CRM can optimize everything, but you have to see that capability beyond lead generation. 


Want to learn more about marketing for a home healthcare organization with effective CRM strategies? Click here. 

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