“We recognized that having real-time data inputs on service levels, workflow issues, and other factors would allow us to do a better job of exceeding the expectations of our clients, be they hospitals or officebased payments,” said Mark Ballard, MACL’s Chief Information Officer, in a recent interview with The Dark Report.
“We wanted a full-featured CRM that would allow our clinical lab staff to monitor a wide variety of operations inside and outside the lab,” Ballard continued in the interview. “The earlier program was strictly limited to managing sales. It had no ability to collect, store, and report our lab’s clinical patient information.”
Ballard and his team highlight some key differentiators that sets healthcare-specific CRM apart from generic CRMs, including:
- The ability to store historic and live HL7 messages from lab test results and associate current and past message with these messages.
- The access to real-time information used to track workflows and activities across the full spectrum of lab functions.
- The ability to integrate clinical information and to connect that data with the two separate LISs into one single platform.
Management’s decision to activate a healthcare-specific CRM ensured that processes were put in place to help MACL grow and solidify their status as the competitive leader in their market. MACL is now able to optimize various areas across the organization, including:
Sales & Pipeline Management: In order to attract new clients and grow their existing client base, MACL needed a clear, 360-degree view of all sales reps, territories, and lab locations (over 30 in Central Indiana alone) to help move the needle across their sales team. MACL is now able to access a detailed view into the day-to-day efforts of sales reps, as well as a 10,000-foot view of company-wide metrics and pipeline progression.
Issue Resolution: A lack of insight into issue resolution time, resolution codes, and at-risk clients put MACL in the dark when it came to evaluating their position in the marketplace. Now, managers have the information necessary to resolve issues in a timely manner – and prevent future issues from occurring. Up-to-the-moment cases and tasks ensure that all open issues have a plan for resolution and accountable follow up.
Consistency Reporting: In order to grow in the highly competitive and complex toxicology vertical, MACL needed detailed insight into consistent and inconsistent tests, quality metrics, and easy-to-digest reports to increase visibility and transparency with their clients. MACL is now able to take advantage of real-time data in their LIS and provide complete transparency across all drug classes and metabolites, allowing executives to segment results by internal departments, report on consistency and positivity, as well as break down Metabolite levels to help physicians better monitor their treatment plans.