Inova Health System Uses CRM Training to Ensure Success with CPM Solution

For more information: Ginger Benz CPM โ € "Customer Potential, health care , Management Marketing Group, Inc. 608-831-7880/800-332-2631 Ext. Www.cpm.com gbenz@cpm.com 237 FOR IMMEDIATE RELEASE Inova, health care , Health System Uses CRM Training To ensure, health care , success with CPM solution Middleton, Wisconsin October 10, 2003 โ € "For success of its customer relationship management (CRM) system to ensure in an industry just beginning to adopt this strategy, Inova Health System turned to a proven tactics to ease fear and skepticism of the unknown: the training. Inova has CRM system CPM Marketing Group is designed for healthcare, for about three years. โ € œThere are two key ingredients for, health care , successful, health care , CRM, โ € said Erin Styles, CRM operations manager at Inova, health care , . โ € œThe first is a commitment from senior management, and secondly, the education of all staff necessary to effectively implement CRM throughout the organization. They also noted โ € โ € œCRM fundamentally changes the way we build relationships with our clients and patients, so it is not surprising that the CRM meets resistance. For example, to contact fewer people with better results is a difficult concept to grasp at first. However, developing tools to simplify and clarify the concepts and steps of CRM removes some of the anxiety. Eventually, the staff should be given responsibility and accountability for CRM. โ € At Inova, training for a wide range of, health care , staff โ € "including marketing directors, strategic planning, account managers, web and call center staff โ €" is aimed at learning, health care , about the CRM process, developing a CRM marketing strategy, running simple queries and reports with analytical software and measuring return on investment (ROI). Styles developed, health care ,, health care , both a CRM User Guide and CRM Tools for Organization implementation program. The guide is a hands-on resources with everything from case studies and HIPAA policies CRM nuts and bolts explanation. The CRM Tools include the user manual and the CRM feature news via e-mail, web seminars, guest speakers, and strategy training. โ € œThese tools have significantly aided the adoption of our CRM system, โ € Styles said. โ € œThey helped employees acquire knowledge and a comfort factor with respect, health care , to our new methods of marketing. โ € Inova its CRM system for, health care , planning and campaign management. For example, using CRM, Inova can identify services with the most market and financial opportunities. After a 12-month campaign obstetrics, Inova achieve its goal of increased volume with 45 new patients and more than 2.6 million U.S. dollars in costs, health care , generated. Inova used a control group of non-market activity prompted comparison with the activity of those to whom the campaign materials. Inova chose CRM solution CPM Marketing Group, after extensive research on CRM and healthcare models as a response to, health care , growing competition in the primary catchment. โ € œTo be competitive, we needed to individual health needs and to grow volume through measurable marketing efforts, โ € Styles said. โ € œThe ability to the needs / risks of these people in our market and look for our messages and, health care , programs to those needs gear is a feature of CRM as the integration of all data to measure true ROI. This can only be done with CRM. โ € About Inova Health System Inova Health System is a not-for-profit healthcare system based, health care , in Northern Virginia that consists of hospitals and other health services including emergency and urgent, health care , care centers, home care, nursing homes, mental health and blood donor services, and wellness classes. Administered by a volunteer board of community members, Inova's mission to provide quality care and, health care , the health of the diverse communities we serve. Inova Health System began improving in 1956 in response to the Northern Virginia's growing need for convenient, accessible health care. Known as the Fairfax Hospital Association, the not-for-profit healthcare grew from one hospital to a network of hospitals and other health care services. In the late 1980s, the organization changed its name to Inova Health System.