How to Maximize PRM Software for Reporting: Next Steps

How to Maximize PRM Software for Reporting - Next Steps

In last week’s blog, we covered how to start your PRM reporting project and tips for building adoption. Let’s now move on to optimizing data and proving results.

Next Steps–It’s All About the Data

Get to know your data.

When it comes to PRM reporting, there’s so much you can do with your data. Get familiar with where it comes from and what it can show you, so you can ask the right questions to get better, actionable insights. For example, when working with liaisons, I point them to the provider-specific dashboards in our PRM. There they can find a wealth of data (connections, referrals, etc.) that they can leverage in their next visits.

Clean-up data before loading it into the PRM. 

There’s truth to the saying, “Garbage in, garbage out.” If you don’t send your PRM provider the right data, you won’t get the right insights and outcomes.

Let your PRM partner find your data’s blind spots. 

This is especially helpful during implementation. They can look for key omissions like affiliation, or city, or zip code. They can also let you know if something doesn’t make sense and ask for clarification.

Nurture relationships with your data sources. 

Sometimes internal data files will be missing the fields liaisons need to monitor campaign success. Since IT teams are often inundated with requests, it can take a while to get even small adjustments or corrections to your data. So, by nurturing your relationships with internal departments, you can help make sure you have access to the data you need, as you need it.

Moving from Tracking to Reporting

What story do you want to tell? 

Is it liaison activity, issues and topics, outreach impact? Think about what your leadership team wants to know. Then, reconfigure your reports to deliver this data, and roll it out to your team. Say, “We’re adjusting how we do these reports because this is what leadership wants to see. So, make sure you’re selecting these drop-downs that we’ve changed, so we record the right data.”

Tip: Ask your PRM partner to customize your activities and issues drop-downs so they’re more specialized and targeted to your needs. For example, one of our clients had a lot of different users. Yet, under their activities, 90% were marked as “growth” – which was way too vague for meaningful insights. So, we added more specific drop-downs, including “visit type” (like provider-to-provider), “category” (i.e. service line growth) and “topics discussed” (such as orthopedics or cardiology). This added much more context to their data entry and resulted in more meaningful reports.

Train liaisons on pulling reports and interpreting results. 

When it comes to PRM reporting, standardization and consistency is key. If liaisons understand what you’re reporting for, they’ll be more invested in recording their field intelligence in the right way. (If they think nobody’s doing anything with it, they’re probably not going to enter it and they probably won’t care.) Also, if you show them how to run reports that improve their pre-call planning and target providers with the best chance for referrals, they’ll learn to love (and use!) the PRM.

PRM Reporting Success

To best maximize your PRM for reporting, you need to set expectations upfront, provide ongoing training, use good data and share the results. If you take these steps, and continue to evaluate your PRM’s effectiveness, then everything should be pretty seamless.

Of course, if you have any questions, I’m happy to help! Please email me directly at:

Date: March 03 2021
Subject: Physician Relations
About the Author
Danielle Krystyniak — Director, Client Success
Danielle Krystyniak

Director of Client Success