Case study

CASE STUDY

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How Damo helped Sentara develop an enterprise CRM strategy and roadmap in three months

Customer experience is the current battleground in healthcare. Like many leading healthcare organizations, Sentara needed to reimagine their customer experience and engage their customers more compellingly. 

The client has a well-defined strategic vision to deliver personalized experiences for customers that are both a patient of their health system and a member of their health plan. The client leadership recognized that their Customer Relationship Management (CRM) program would be a key enabler for achieving this vision. Damo was engaged in developing a 3-year enterprise roadmap for their CRM strategy. This involved documenting and analyzing their current state, finding gaps and opportunities, and creating a roadmap to inform how CRM would play a key role in working toward their strategic vision.

The client is a large not-for-profit integrated healthcare delivery system on the East Coast with more than 29,000 employees, 12 hospitals, and a health plan that is recognized nationally for clinical quality and safety. They are strategically focused on innovation and creating an extraordinary healthcare experience.

Lack of an enterprise-level CRM strategy put the strategic vision at risk

Their strategic vision includes delivering an omnichannel, personalized experience. They recognized that their CRM approach was highly fragmented and that the financial investment was growing significantly year after year. They knew the potential and the rising importance of a robust CRM to fuel growth, deliver better communications and experience, and as a tool for their efforts to consolidate contact centers. With the introduction of Epic Cheers as an EHR-based CRM solution, they also wondered if there were compelling reasons to formally evaluate the capabilities of Cheers as part of their CRM program.

The Damo team used a proven three-step methodology for developing an enterprise CRM strategy and roadmap:

01

Document and understand the current state and establish the baseline;

02

Identify gaps, opportunities, and needs through a combination of deep industry knowledge and careful discovery of the client’s internal expectations and capabilities; and

03

Define specific recommendations and projects along a three-year roadmap with prioritization and dependencies.

Working closely with senior executive stakeholders, the Damo team documented the current state of CRM and, leveraging the DAMOINTELTM platform, performed a gap analysis and industry research. Ultimately, Damo was able to identify six projects to advance the client’s enterprise CRM in the near term and additional priority projects for years two and three.

Documenting the current state

Insights into the organizational understanding and support for an enterprise CRM approach were documented and analyzed through interviews with key executives and stakeholders. Additional perspectives were captured through an internal survey of over 125 distinct roles throughout the organization. The insights were categorized into six key learnings that highlighted communication deficits and shared concerns, along with ways to align around first use cases and build capabilities and support for the CRM program.

Other components of the current state included an analysis of the use of Salesforce across the health system and health plan, planning for contact center consolidation, current governance, vendor management, and an assessment of Epic Cheers as a potential additional platform for CRM.

Damo’s proprietary database, DAMOINTELTM, provided market research on how leading healthcare organizations utilize Salesforce and approach CRM. Popular first use cases for CRM include marketing automation, patient/member engagement, patient 360, and online scheduling.

Four focused conversations with peer organizations followed to learn how each approached their CRM journey, the platforms they are using, which platforms they have considered, technical considerations, integrations, third-party applications, and governance. These conversations revealed that while Salesforce is being used as an initial CRM almost universally, many were piloting and using newcomer Epic Cheers for various reasons, including the potentially lower cost and easier integrations.

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THE HEALTHCARE DIGITAL TRANSFORMATION LEADER

Join the digital healthcare revolution. Stay on top of the latest news, trends, and insights with Damo Consulting.

Sign me up for the latest news, trends, and insights from Damo.

THE HEALTHCARE DIGITAL TRANSFORMATION LEADER

Join the digital healthcare revolution. Stay on top of the latest news, trends, and insights with Damo Consulting.