4 Benefits of a CRM for Skilled Nursing Organizations

How CRMs contribute to the success of SNFs

A CRM, or customer relationship management tool, tracks and analyzes consumers’ progress through the sales process. CRM software allows sales teams to personalize customers’ experiences while also increasing efficiency and accuracy. It’s an especially powerful tool in skilled nursing facilities (SNFs), where it can be used to track patient expenses, create custom checklists, supervise post-admit and post-discharge activities, and create transparency around denied and lost referrals.

However, a CRM’s benefits extend beyond its individual features. When used together, the tool’s many processes can create solutions to a range of challenges in skilled nursing. In one of our recent posts, we explain what to look for in a CRM in the senior or post-acute care industry: user experience, automation, security and ROI. In this post, we drill down further from a SNF perspective to showcase four benefits of a CRM in skilled nursing organizations.

Why Use a CRM in Skilled Nursing

With a CRM, your organization can automatically track contacts, referrals and inventory in real-time, all on customized dashboards. You can also publish and print patient reports in whatever way makes the most sense for your workflow. Ultimately, these data are instrumental in increasing positive outcomes for both your patients and organization.

Track Referrals

How does a CRM track referrals? A CRM marries electronic referrals and contact management with marketing automation. It tracks each point of contact with patients—or potential patients—and then takes appropriate action without the need for time-consuming manual labor. Such automated processes include initial form fill confirmations, electronic referrals, admission status updates, post-discharge follow-up reminders and everything in-between.

Why is it important? Since a CRM is both customizable and automatic, you can create a checklist to ensure every patient is contacted in the right way at the right time. It prioritizes select interactions based on your needs and conducts outreach on your behalf. Not only does a CRM lessen the potential for human error, it boosts ROI and offers insight. You can see sales results and customer satisfaction all in one place, which helps you make smart, well-informed decisions about your marketing campaigns, specialized products, clinical capabilities and internal processes.

Save Time on Data Entry

How does a CRM save time? The average manual admission requires 15 minutes. With confidential data management and automation, CRMs cut this time significantly. Intake coordinators can pull patient details and streamline admission by gathering only the data that are missing or require updates. Once a patient admits, data are sent to the EMR and all census information is reported back to the CRM.

Why is it important? The time your team saves on data entry is time well spent on patient care. This means a SNF can focus more on quality care, it also means you have time to serve more patients or residents—meaning more revenue. Plus, wait time is a crucial metric in patient satisfaction. When you decrease patient wait time, you increase the probability of a positive patient experience.

Reduce Readmissions

How does a CRM reduce readmissions? A CRM is a great way to understand certain data points and collaborate with referral sources regarding readmissions. An effective method is post-discharge follow-up. The CRM can be utilized to send recovery and care reminders, medication management information and physician appointment reminders. Automated touchpoints allow your SNF to keep open lines of communication, which in turn empowers former patients or residents to ask questions and remain informed.

Why is it important? A 2016 study led by researchers at UCSF and Vanderbilt posited that 27% of readmissions are “potentially preventable,” and readmissions can be detrimental to your reputation. Readmissions are bad for your bottom line as well. Almost three-fourths of skilled nursing organizations were hit with readmission penalties by the Centers for Medicare & Medicaid Services (CMS) for the 2018 fiscal year.

Increase Positive Outcomes

How does a CRM increase positive outcomes? A CRM fosters positive outcomes from admission to discharge and beyond. Patient information is sent to the CRM from the hospital along with information such as a primary diagnosis, emergency contact information, etc. Once the patient is discharged, the CRM retains accurate data and maintains clear, continuous communication—two elements that affect patient outcomes. Best of all, the real-time integrated data, which is shared by team members, translates to better and more targeted patient care.

Why is it important? Understanding patient satisfaction and reporting positive outcomes will improve brand recognition for potential patients and partnerships. Most APM (alternative pain management) programs require specific outcomes in order to qualify for the network. Additionally, consistent and reportable positive outcomes reduce litigation risk.

Why Enquire CRM is the Solution

As SNFs and other healthcare institutions continue to grow towards centralized patient-centered intake, customer relationship management is essential. Enquire CRM, a system built exclusively for senior living and post-acute care, can bring all your business lines together in one place. To learn how Enquire CRM can help you track referrals, save time, reduce readmissions and increase positive patient outcomes, schedule a demo today.

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