Customer loyalty in the health care environment | Amara marketing

1. CRM software

As you probably already know, having a database of all your customers helps you to have a record of the actions and communications you have carried out, as well as knowing what interactions they have had with your clinic. At the level of online marketing and loyalty marketing you can go a step further if you have a CRM that helps you know your potential customer at all stages of purchase.

A CRM can show you all the interactions that a user makes on your website, on your social networks, on your email or on your blog once he is your contact, that is, once he has agreed to provide you with his email. But also, even if your customer does not come to you online, this software also allows you to have a record of many data that your clinic may be interested in as the types of treatment performed, how much they invest in them, how often they come to your clinic, etc.

Thanks to the registration of this type of information (which can come both online and offline), with a CRM tool you have the possibility to optimize future interactions more effectively, to encourage the conversion of online contacts to customers, and of any type of customer to promoter of your brand and repeat patient.

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Also, one of the most important features of a CRM applied to the healthcare sector is that it gives you the possibility to segment, automatically, your contact base according to common characteristics of certain users. For example, you could know all the contacts residing in a geographical area, of a certain age, who have undergone a specific treatment in the last year. And for this, as we have mentioned, all you would have to do is manage the contact properties that correspond to the relevant information you want to record.

2. Email marketing software

Simplifying we can say that an email marketing software is one that allows you to:

• Make a personalized and responsive email design according to the identity of your clinic.
• Make a programmed sending of this email to a segmented list of contacts.
• Customize subject lines and elements in the body of the email automatically.
• Analyze your performance with open, bounce, click-through rates.
• And associate it to a campaign with specific objectives that you must have for your emails.

As you can see, this software can go hand in hand with the CRM and is that both must be synchronized for a better execution of the campaign. But perhaps, the most interesting is the analytical part, since you can know thanks to the different graphs and reports the success of your emails, which will depend on the objectives set.

3. Automation Software

In addition, there are other tasks that can also be automated:

• The passage from one segmented list to another in response to the change of a property or characteristic of the contact. For example, the passage of a user from lead to customer if he/she approves a treatment budget.
• The sending of certain emails for those users that meet different properties and that depends on a YES/NO condition. That is, sending different emails based on the fulfillment of some conditions.
• Alerts to let the customer service team in your clinic know when there has been a relevant change in customer information.

The automation that allows this software helps you to monetize time and control specific and repetitive tasks that manually make you invest much more time. That is, to give another example, new customers who have approved a quote could be sent automated emails when.

In short, automation software can be a great help when the volume of work and the volume of contacts is considerable. And best of all, there is currently software that not only allows you to integrate the three tools we’ve talked about, but since they come under one platform, as in the case of