Health Care CRM RFP Guide

Transcription

1 Audience Rx Health Care CRM RFP Guide Key questions for identifying the right CRM provider 2017 Advisory Board All Rights Reserved 1 advisory.com

2 Health Care CRM RFP Guide Key questions for identifying the right CRM provider Writing an Effective RFP Choosing the right technology partner can be a challenging and laborious process. Without proper review, investments are sometimes made without a complete understanding of the differences in design, fee structure, functionality, and use cases, as well as the impact the technology will have on the organization as a whole. The following collection of questions is intended to serve as a resource for provider organizations evaluating a health care Customer Relationship Management (CRM) solution. Company Overview An important part of any vendor selection is for you to have a good understanding of their organization and culture, to help understand how they might align best with your needs. Here are some suggestions on what you should ask: Please provide a general overview of your organization including services provided, nature of company ownership (i.e., privately or publicly held), number of employees, and the year the organization was founded. Please provide your most recent annual report Have there been any changes in ownership over the past five years? If so, please describe. Please disclose any existing lawsuits or disputes with former or existing clients. Provide an executive-level overview of your proposed system, including any related technologies not part of the core CRM system (i.e. marketing automation, PRM, etc.). Please provide a client segmentation, indicating the typical sizes of organizations that utilize your CRM system Please list and describe any partnerships or relationships your company has with third-party vendors, consultants, or other technology suppliers relevant to the proposed CRM solutions. Please describe any current business relationships your company has with our hospital/health system. Data Sources Please list and describe the data sources integrated into the proposed CRM data (Marketing Automation/PRM) solution. Describe your experience handling and integrating health care data sets. What third party data does your CRM solution leverage and why did your organization choose these data sources? Does your solution offer standard service line definitions? Describe your experience leveraging client-defined service line definitions to overwrite your own definitions? 2017 Advisory Board All Rights Reserved 2 advisory.com

3 Are there any extra costs for large, unusual, or multi-state market area definitions? What is your historical retention of data? How often are data refreshed in your system? Describe the intellectual ownership of your client s data. Who owns the data if the contract is discontinued? How will you return data to the client if the contract is discontinued? Digital Marketing Automation Individual Consumer Profile Describe how your system provides a 360-degree view of the consumer, including the types of data integrated into the individual consumer profile. Can we append additional information to consumer profiles (e.g., patient satisfaction data, VIP status, etc.)? Can data in the individual consumer profile be accessed by other applications via API? Can physician outreach and consumer marketing efforts be coordinated within your proposed CRM solution? If not, how are outreach and marketing efforts aligned and do you have any integration between the CRM and PRM platforms? How extensible is your CRM platform? Can it be expanded to support additional use cases beyond physician and consumer relationship management (i.e. population health management, clinical intervention)? If so, can you provide actual client use cases/references that are implementing your CRM solution this way? Can you provide systems integrator consulting services to extend your CRM platform? If yes, what would be the costs for these services? Consumer Segmentation and Propensity Modeling Describe any proprietary propensity models available within your system. How do your propensity models account for the unique needs of health care consumers? Can these models be customized based on our unique market characteristics? How do you measure the predictive accuracy of these models? How many models are included standard? Will you build additional custom models at our request? If yes, is there an additional fee for this service? Describe how your system creates unique audiences of consumers and/or patients. Can you leverage physician-related metrics to target consumers and vice-versa (e.g., segment physician outreach by panel demographics or consumer outreach by PCP affiliation)? 2017 Advisory Board All Rights Reserved 3 advisory.com

4 Describe the ad hoc consumer segmentation capabilities available within your system. Campaign Design, Execution, and Management Describe your platform s campaign design capabilities. Do you provide campaign design and execution services? What are the additional costs for campaign design and execution services? Describe your system s integrated digital and social media marketing capabilities. What traditional and digital channels does your CRM support? Can users design and launch digital campaigns directly from your system, or are campaigns launched via services? Describe your system s marketing capabilities. Can users design and launch campaigns directly from your system, or are campaigns deployed via your services offering? Describe your direct mail marketing capabilities. Do you provide direct mail fulfillment as part of your solution? Can users design and launch direct mail campaigns directly from your system, or are campaigns launched via services? If yes, can you also support clients who choose to use a different direct mail vendor? Does your system include the ability to create and manage automated consumer journeys and nurturing campaigns? Can journeys be created using a simple drag-and-drop interface? Does this capability come at an added fee? Can you integrate digital and direct mail channels into a single journey? Describe how you support re-targeting? How does your system support population health management use cases? Can you trigger outreach to individual consumers based on due services and follow-up items? Describe how your proposed solution offers campaign optimization, including frequency of optimization and reporting. Does your system include the ability to create customized landing pages for each campaign? If yes, are there additional costs for access to this capability? How does your system hardwire tracking parameters into your advertising links which directly tie back to responses captured in your response flow (not just standard conversion tracking supported by ad publisher conversion pixels, which do not tie back to individual responses)? Can your system support custom domain names that use our brand? If yes, are there additional costs for access to this capability? How do you track individual responses from web pages or applications hosted by us or by our third-party vendors? How does your system enable integrated, side-by-side campaign tracking of all response types across digital and traditional marketing channels? 2017 Advisory Board All Rights Reserved 4 advisory.com

5 How do you capture the downstream financial impact of marketing campaigns launched through your system? How do you capture the downstream financial impact of marketing campaigns launched through other systems or via traditional media channels? Reporting Describe the self-service usability of the system and how the user interface can be tailored to different audiences (e.g., executives, analysts, marketers). How does your system support closed-loop ROI tracking for all channels including service volume, charges, and contribution margin? Describe your system s custom reporting capabilities including the levels of detail available for analysis. Please provide examples of specific reports available to executives, analysts, and marketers. Describe the mapping functionality available within the system. Can you support custom and overlapping market areas? Are there any fees for custom market definitions? If yes, are there additional costs for large or unusual market definitions? How long does it take to generate new market areas? Please describe the system s download and export capabilities. Do you provide any service support for running custom reports? If yes, what are the costs for this service and what is the typical turnaround time? Hosting Enviornment and Architecture Describe the technology and architectural framework of the system. Is the system a vendor-hosted model (SaaS), an in-house model, or a hybrid? Describe the availability and capabilities of any APIs offered by your system. How has scalability been addressed in the architecture of the system? Please provide an overview of your current product development road map. How are your clients integrated with your company s process of setting your solution/product direction and road map? What hardware and software standards are required for end users in order to access your system (e.g. workstations; tablet PCs, supported browsers, etc.)? Describe your processes to test and perform software upgrades. How often are upgrades released? Are there additional fees to access new functionality? Security/Compliance Capabilities Describe your security model for data access, role-based user access, organization/user authentication, and network security Advisory Board All Rights Reserved 5 advisory.com

6 If your system is a SaaS solution, does your company host the servers for the system itself, or work with a third party? If a third party is used, please provide the name and location of the organization. Please describe your approach to disaster recovery. What is the physical and virtual security? How is the data protected from intrusion and viruses? What external and internal security audits have been performed? Is there redundancy? How are backups performed? How frequently do you test your backup and recovery procedures? Implementation, Training, and Support Service Costs and Fees Provide an overview of your implementation process, including average length-oftime to implement your system. Can you provide a site availability guarantee? Describe the account team that will be assigned for implementation. Will the account team be available after implementation for ongoing support? Is there an additional fee for ongoing support? If yes, do you offer different tiers of support? Provide an overview of your training approach. Is there an additional fee for training? Describe any campaign design and execution services that are included or optional with your system. Are there additional costs for these campaign management services? What additional resources does your organization bring to bear, in addition to technology, to truly collaborate with our organization to see return on investment? What are the critical success factors and essential tactical elements you see your most effective clients deploying? How does your organization ensure that the way the solution is deployed aligns with our strategic goals and objectives? What are your service level agreements (SLA s) with this proposed solution? Do you offer additional consulting support? Is there an additional charge for this support? Please list a series of all fees for the first 24 months, along with any assumptions that would be factored in. Please breakout your specific fees in each of the following areas: Implementation Platform Fees (By Platform) Training Campaign Services Incremental Costs 2017 Advisory Board All Rights Reserved 6 advisory.com

7 For More Information To learn more about how Audience Rx provides marketing executives and their teams with the technology and strategic marketing expertise to help attract patients and build loyalty visit or contact Kate Myers at 2017 Advisory Board All Rights Reserved 7 advisory.com