Why a PRM Outperforms a CRM for Physician Outreach

If the objective is to pound nails, several tools can accomplish the task. A rock will work okay, but a brick would be better. The flat side of a hatchet works, too, but there is always that sharp chopping side to be concerned with. And then there is the hammer — a tool designed optimally for driving and removing nails. Whatever else you use a hammer for — destroying sheetrock, breaking up tile, fending off attackers. It is specifically designed to be paired with nails.

The hammer analogy, of course, is only one example of how various items can be used as tools in both intended and adaptive ways. Similarly, you could use a Customer Relationship Management (CRM) system as an organizational tool to track physician outreach, engagement, and growth initiatives. But why choose a rock when you have access to a well-designed hammer in the form of a Physician Relationship Management (PRM) platform?

In this article, we’ll break down why PRMs outperform CRMs when it comes to physician outreach, data tracking, and network growth in healthcare.

CRMs Were Built for Sales — PRMs Were Built for Healthcare

The overarching issue is one of fit. In many, if not most, industries, there is a commonality to the types of data — location, budget, leadership, etc. These are retained on customers from a sales and marketing perspective. While many of the leading CRMs can be adapted to healthcare, the focus, ultimately, is probably not going to be where you might like.

“As the name states, the focus of most CRM systems is the customer,” according to Bluestone Consulting Group. “In the provider space, this means patients … While similar, physician relationship management (PRM) differs from customer relationship management, and aligns more with partner channel management in a traditional sales model.”

This differing alignment means that a PRM simply does more and in more complex ways than a CRM. A robust PRM tracks referral patterns and manages physician liaison initiatives. It also monitors network leakage and supports provider engagement. Can a CRM do all that? Perhaps, but not without extensive and expensive customizations.

Physician Outreach is Complex — PRMs Capture That

This need for extensive enhancements of a CRM speaks to an important distinction in terms of structure. In a CRM, the top-level designation is usually account, and connected partner or affiliation relationships are difficult to create. Similarly, CRM structure generally connects a contact with an account in a child/parent relationship, which makes capturing the fluidity of healthcare relationships a significant challenge.  

This ability to identify someone as occupying more than one relationship role is what makes PRMs robust and CRMs somewhat limited. A PRM tracks clinical affiliations, specialties, sub-specialties, admitting privileges, and hospital associations. A PRM knows the difference between referring, admitting, and employed physicians.  

For physician liaisons, a PRM also includes integrated tools that go beyond simply providing contact and location information. Through the PRM, a liaison can schedule visits with providers, track issues and call-backs, and measure the impact of visits on referrals. This vertical integration of layered data without significant additional development is what differentiates most PRM systems from less sophisticated alternatives.

The Physician Outreach Data You Need — Only from a PRM

Perhaps you can overcome the focus and structure obstacles if you already use a CRM. But then there is the data conundrum. A CRM is, by and large, both the point of data entry and the primary source of truth. A PRM is less hierarchical and captures relationships in more nuanced ways.

Consider the types of information you need to make a PRM effective. At a minimum, the PRM should correlate physician, claims, marketing, referral, scheduling, and qualifications data. Finding, purchasing, and entering so much data is a heavy lift for any organization and nearly impossible for small hospitals.

Integrated claims data, in particular, is difficult to implement in a CRM and provides tons of value in a PRM system. Claims data is the engine that powers targeted outreach and network expansion efforts such as these:

• Drive patient volume, retain valuable referral pipelines, & cultivate stronger relationships with referring physicians
• Identify top-performing providers by procedure volume
• Strategically redirect volume by identifying high-performing providers & fostering partnerships
• Gain visibility into specific providers and facilities by tracking referral patterns
• Obtain comprehensive insights to improve operational efficiency & competitive advantage

A PRM uses claims and other data to deliver targeted insights through easy-to-read dashboards. These dashboards highlight network performance by tracking referral growth and market trends.

Adapted CRMs Fall Short in Physician Outreach — PRMs Are Ready from Day One

It’s an exaggeration to say that no tool adapted to a specific purpose can ever function as effectively as one originally designed for that same purpose. But adaptations cost money, and in IT, the examples are legion of bolt-on enhancements that invariably create more clicks, longer pathways, and more complex workflows.

Out of the box, a robust PRM includes healthcare-specific workflows, referral tracking, EHR integration, physician liaison support, and clinical behavior data. Teams must enhance CRMs or pair them with middleware to meet those same requirements. Even then, they simply do not measure up.

Even now, IT vendors offer healthcare solutions that do only half the job and require extra investment to be effective. When it comes to healthcare outreach, don’t settle for workarounds and customizations. Invest in a PRM that’s purpose-built for provider relationships — right out of the box.

Tool Kit — Physician Relations

PRM Adoption Best Practices

Whether you’re already using a PRM platform or considering one, this toolkit offers key insights to help you secure buy-in and optimize your system. With best practices, essential features, and practical tips, you’ll have the tools to effectively implement and maximize your PRM solution for stronger physician relationships and better engagement outcomes.

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Demo — Physician Relations

An Inside Look at Marketware’s PRM Platform

Explore our healthcare-specific PRM and analytics platforms designed to help you plan, track, and measure liaison activity across key growth initiatives. With powerful business intelligence, seamless data integrations, and dedicated support, our platforms provide the tools you need to drive better physician engagement and demonstrate ROI.

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