GOOGLE HEALTH ENABLED CRM

Marketing has an important dimension that strengthens its goal to increase consumption. This important dimension is CRM or customer relationship management. The processes and techniques in CRM depend on customer profile, and service or product offered. The attributes of the product and service should lend value to the customer’s profile.

For eg., a clinician like a pediatrician offers immunization shots regularly as a part of his or her clinical practice. It is a very valuable clinical input to his patients. Let us imagine a healthcare company or a company that markets products to kids and babies partners Google Health in CRM (customer relationship management).

To begin with, let us firstly see the immunization schedule as per the Indian Academy of Pediatricians:

PLEASE CLICK ON THE LINK BELOW:

http://www.iapindia.org/timetable.cfm

This means that the immunization schedule helps interested companies to connect with the target audience, and engage in CRM activities for at least up to 2 years from birth.

Let us imagine that a company that markets products to a target audience of kids and babies (like Cerelac, Farex, Kellogs, babycare products, vaccine manufacturers etc) chooses to offer an augmented CRM service in collaboration with Google Health as per the following flowchart:

Step 1:

Kellogs partners with doctor to participate and offer the mobile based immunization alert and e-mail alerts program in association with Google Health.

Step 2:

Collection of mobile nos. and e-mail ids of interested parents through doctor.

Step 3:

Computerized entry of date of birth of child, and immunization chart specially created for the child is e-mailed : “IMMUNIZATION CHART OF BABY MADHUPRITA” Name of doctor: Dr. Pai DCH Address of doctor: Phone of doctor: Such details will be provided in the e-mail statement.

Step 4:

Google Health provides the above above e-mail chart regularly updated, and sends reminder alerts (through mobile and e-mail) to parents about the future immunizations.

This is a win-win relationship for all participants in the above process:

a) Google Health gets a kid and then the family to engage in its services. Google Health can establish a relationship that begins with immunization, and later can go ahead for online medical records and such other services.

For eg. let us say Jane (32 years) starts this immunization alert system through Dr. Paul for her baby daughter Shiny. As she gets used to the alerts and finds them useful, she may start enrolling for DOSAGE ALERTS for ensuring that her husband Henry (38 years) takes the antidiabetic medication on time every day.

b) For the healthcare or pediatric oriented company it is a great way to connect with the end-customer.

For eg., Jane gets regular mobile and e-mail alerts like “KELLOG AND GOOGLE HEALTH REMINDER ALERT: “TODAY BABY SHINY’S SECOND DPT IMMUNIZATION DOSE IS DUE AT DR. PAI’S CLINIC.” LOVE TO SHINY.”

In the above eg., we see that it is a win-win relationship for Kellog as this company can connect to the target audience, Google Health gets a winning relationship with a family, and Dr. Pai gets subliminal marketing for his clinical services.

This above is an example of how Google Health can enable CRM for Pharma, and healthcare companies.

In fact, this Google Health enabled CRM model can be extrapolated to management of menopausal symptoms in women. Soy product manufacturers can extend Google Health enabled CRM for menopausal women by keeping a track of the DEXA bone mineral density measurements, dosage alerts, and providing tips on special menopausal care through mobile and e-mails.

This is a citizen marketing evangelism type of blogpost. It is my 52nd blogpost – please do read all my blogposts, you may have to click on older posts to read all the blogposts.