MADISON, Wis.--CPM Marketing Group, a pioneer in the development of Customer Relationship Management (CRM) solutions for healthcare organizations, announced today the release of Version 4 of its revolutionary Instant CRM™ (ICRM) interactive message server.
 
ICRM is an interactive Web-based tool that delivers real–time, personalized CRM communications to every user based on individual health needs regardless of the touch point they use. Typical consumer touch points, or communication channels, include face-to-face communication, direct mail, kiosks, Web sites or call center interactions. Using ICRM, patients receive consistent messaging across all touch points. The system is designed to interactively and incrementally control the content displayed on the communication channel screen to enhance and personalize the consumer “conversation.” Until now, updating the content on the touch point required reprogramming of the customer’s software. ICRM Version 4 eliminates continued reprogramming by moving the decision-making and communication management from the customer touch points to the central message server.
 
“ICRM is a great value-add for our customers, because it takes advantage of and guides customer initiated communications” says John Hallick, President and CEO of CPM Marketing Group, Inc.
 
“Our newest version, Version 4, removes the problem of constantly having to reprogram the touch point with special offers or logic. The message server handles all the logic and messaging. ICRM increases efficiency when talking to consumers and allows you to effectively communicate a relevant message to the person on the other end,” he said.
 
The Inner Workings of ICRM
 
ICRM is designed with blank content windows reserved for individualized messaging. During a conversation between the customer and the healthcare organization, these messaging windows are dynamically filled with personalized text, graphics or video by the ICRM server located at CPM’s corporate headquarters. The personalized dynamic messages are based on information about the consumer, the current point in the conversation and the context of past messaging. The information driving these conversations is derived from either the healthcare organization’s CRM database or CPM’s national consumer database containing over 95 percent of adults in the United States.
 
An Example of ICRM At Work
 
The following call center example describes a situation in which ICRM benefits both the patient and the healthcare organization during a call center interaction: A patient named Mary contacts the call center of Anywhere Medical Center. Mary received a direct mail notification from Anywhere Medical Center about an upcoming health education class concerning peripheral artery disease. She has called specifically to register for the class. During the conversation the call center representative is informed by ICRM that Mary is at risk for breast cancer due to her age and family medical history, yet she has not been in for a mammogram for two years. The call center representative mentions that Mary might also be interested in scheduling a mammogram. Mary is delighted to have been reminded about such an important screening test and books her appointment right away. Not only did Mary receive a valuable reminder for necessary tests, but Anywhere Medical Center has booked another appointment and reinforced its relationship with Mary.
 
The same methodology that helped Mary can be applied to nearly all touch points within the healthcare decision-making process using ICRM technology.
 
Impact on the Bottom Line
 
As we can see from the example, a healthcare organization’s bottom line can increase through the process of up-selling and cross-selling services to patients based on their needs. Using traditional methods of interaction, the healthcare organization may not have the ability to track the outcome of this process. In addition to structuring the communication, ICRM also provides healthcare organizations the ability to track utilization and financial impact on revenue using a Web-based Performance Monitoring Dashboard. This dashboard provides a single, consistent measurement application for all in-house and vendor-provided marketing activities including direct mail, call center and internet, and eliminates the need to send customer data to each independent service vendor.
 
To find out more about Instant CRM™, visit www.cpm.com, call (800) 332-2631 or e-mail marketing@cpm.com.
 
About CPM Marketing Group
 
CPM Marketing Group, headquartered in Madison, Wisconsin, is a pioneer in the development of Customer Relationship Management (CRM) solutions, including database development, intelligent healthcare marketing systems and predictive market segmentation. CPM’s integrated solutions allow healthcare organizations to maximize their customer relationships through market analysis, strategic planning and targeted personal communications. Our solutions operate from an accessible, customer-centric database that includes comprehensive individual and household data extracted from institutional and external research sources. CPM’s suite of software tools provides easy and secure access to data for individual snapshots of patients and health consumers on a segment-of-one basis. For more information, visit www.cpm.com, call (800) 332-2631 or e-mail marketing@cpm.com.