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Database Systems
The
future of marketing involves harnessing the power of the computer
to establish relationships with prospects and customers. By setting
up a medical advice line staffed by an RN, the center can bond
with back pain sufferers early on by tracking callers' names in
a database system. This strategy is based on an important premise—back
pain symptoms come and go. When symptoms spike, and a consumer
is motivated to call for information, the name and address can
then be trapped permanently in a database.
Over time, this database becomes an extremely valuable list of back
pain sufferers in a given market, much like knowing in advance who
is likely to purchase a Rolex at some point in the future. For example,
while 80 percent of back pain will self-resolve, those who do have
an attack of back pain are four times as likely to have a recurrence.
Knowing which consumers are predisposed to degenerative disc disease
is valuable information to collect, which then yields a higher return
on investment in promotion.
Prizm's
triage systems enable the provider to channel information in an
automated and consistent fashion. One FTE is then able to do the
volume of communication of three clerks.
Above,
the credentialing database instantly enables a staff member to find
out if a physician is credentialed by a managed care plan to see
patients and to be reimbursed for care provided. This system replaces
stacks of paper and numerous binders. Instead of shuffling through
papers, the staff person can find the information within seconds.
Prizm's
software systems automate the communication function for
the RN, enabling one nurse to do the volume of response mail
that would normally require a staff of several clerks. The
software not only tracks a patient's name and address but
also classifies their type of health problem and records
how they heard of the center. This information enables the
center to calculate ROI from specific promotions.
Once
the prospect's name and address is documented, the system
mail merges a personalized letter to the patient along with
a Prizm Home Remedy Book. The nurse can also make a centralized
appointment for the individual at several offices. The software
also contains an online database of doctors that are credentialed
by the patient's specific health plan so that reimbursement
will go smoothly. |
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The
nurse also uses the software system to decide which physician is
appropriate to see various problems. The RN can triage muscle strain
patients to a physiatrist, for example, while more serious problems
can be directed immediately to a surgeon—all of which improves
quality of care and increases efficiency of all physicians in the
clinic.
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