We’ve all been a child at some point in our lives. Many of us still are. What may be interesting is the techniques used by our parents to help nudge us down life’s pathway are still effective with most of the population today. Imagine a time when your parents wanted you to do something on a daily basis. Perhaps it was to clean your room or walk the dog. For the most part, you may have been good about it, but occasionally you needed reminding why the task was important or that it was time for you to perform the task again. At times, there may have been a distraction that caused the need for a reminder, and other times you just might not have thought it was important enough at the time. Unless you completely objected to the task, usually a gentle, polite reminder was all that was needed to move you along, and a little appropriately directed nudging made a big difference in the outcome.
At Merkle, we refer to the connection between customer centricity and business strategy as Connected Customer Relationship Marketing (cCRM)™. You may have already guessed what this analogy has to do with cCRM programs and patients. Although a patient might not be excited to take their medications, or follow a dietary or lifestyle regimen (or eat their broccoli for that matter), often a little nudging is all that’s required to keep them doing the right things (aka adherence) for the appropriate period of time (aka persistence), ensuring optimal impact of the physician’s recommendations on the way that they feel (aka patient-reported outcomes).
A well-designed cCRM campaign can provide those automatic nudges that not only remind patients to take their medications, but can also provide motivational information regarding why it’s important and how to help if they are experiencing known side effects. These programs can be set up so that the messages are delivered when side effects are most expected or they can be designed to be triggered based on a patient’s behaviors (i.e., searching your website for information on a specific side affect).
These gentle reminders, like those of our youth, can make a difference in your patients’ health and your bottom line. As a healthcare professional, maybe it’s time to revisit your CRM strategy and make sure that it is set up well and triggering where appropriate. Your patients will realize the lifestyle benefits and we will all see the rewards of an outcome-based approach to patient management.