MIS vs CRM: sales automation in the medical industry 

Preparing for sales automation in the medical sector involves specific considerations driven by the selection of CRM systems and the automation of business processes. This requires the implementation of specialized software solutions that address the unique needs of medical institutions.

Pavlo Yakovenko, an IT expert with 18 years of experience, presented an in-depth analysis and shared insights on optimizing processes in this field.

Features of CRM for the medical industry

• Multichannel communication

Multichannel communication is becoming increasingly important in the medical industry, as this sector primarily focuses on B2C (business-to-consumer) interactions. Modern patients expect quick and high-quality support from medical institutions through various communication channels: telephone, email, web chats, and social media. Integrating these channels with a CRM system ensures prompt and efficient interaction, significantly enhancing the quality of service and customer satisfaction levels.

• Appointment scheduling

Medical facilities require a robust appointment scheduling system that includes calendar management, appointment reminders, and service coordination functionalities. Not all CRM systems offer such capabilities, so it is crucial to choose a specialized solution that aids in effectively planning patient visits.

• Medical information

Patient information that comes under medical confidentiality protection demands an extremely cautious approach to processing and storage. Therefore, most institutions opt for specialized Medical Information Systems (MIS) that ensure security, and confidentiality, and provide a convenient functionality for managing medical documentation. Differences between MIS and CRM:

MIS and CRM systems serve different purposes and functionalities:

• MIS (Medical Information System) is a type of “hybrid” system that combines accounting features with elements of CRM. It facilitates the management of medical information, general patient data, and their history of interactions with healthcare facilities
• CRM (Customer Relationship Management) is aimed at managing customer interactions and supporting sales and marketing processes. Despite their capacity for functional expansion, CRM systems may not fully replace MIS

The modern market offers a wide range of MIS solutions that provide essential functionalities for medical institutions. Here are a few examples:

The choice of a system is typically determined by the needs of the institution and its technical requirements. Through in-depth analysis, both the positive and negative aspects of working with MIS have been identified, specifically:

Advantages of MIS systems:

• Specialization in medical institutions. Medical information systems are specifically designed for use in healthcare facilities. They address the unique needs of the industry, providing effective management of medical records, appointment scheduling, and patient interactions.
• Integration with eHealth. Many MIS are integrated with the eHealth system, allowing for more comprehensive and accurate medical record keeping, data exchange between various healthcare providers, and access to nationwide medical resources.
• Client database and appointment functionality. MIS systems include a built-in client database that enables the storage and management of patient information.
• Self-booking capability. Patients can book appointments independently through specialized online services integrated with the MIS.
• Patient notifications via SMS. MIS systems can automatically notify patients about scheduled appointments, changes in schedule changes, or other important events through SMS.

Disadvantages of using MIS:

• Lack of Essential CRM Features. While MIS systems contain some elements of CRM, they generally do not provide the full functionality required for comprehensive customer relationship management that is characteristic of specialized CRM solutions. For instance, some medical institutions require a sales funnel configuration within the system to track patient interaction history. Additionally, MIS often lacks tools for effective task management, reminders, and the ability to integrate with other services, significantly limiting their capabilities.
• Complex Interface. Due to the overwhelming number of functions and settings, the interface can often be difficult to navigate. This may necessitate more time for staff training and negatively impact the overall productivity of the team.
• Customization only through vendors for additional fees. MIS systems have limited capabilities for customization. They are often inflexible and challenging to integrate with other solutions, making vendor assistance often indispensable.

If your company is already using MIS and plans to implement an additional CRM system, it is essential to understand that this will require managing two separate solutions

Even with integration, both solutions may prove ineffective, as their maintenance will require significant resources and time. Instead of managing multiple systems in parallel, it would be more prudent to consider expanding the functionality of the MIS by incorporating CRM features.

Examples of the Best CRM for Healthcare Industry

The healthcare industry is in huge demand to find the best possible solution to regulate customer loyalty and customer engagement together with providing the most efficient services they have. The most important thing for all kinds of businesses involved in the industry is not just sales processes but also

• analyzing customer data,
• researching current and potential customers,
• building appropriate human resources,
• tracking customer interactions,
• improving business relationships, etc.

CleverBox: CRM

Pros:

• A simple solution that can be launched in 1–2 days
• More of a CRM than an MIS
• Communication channels, patient appointment functionality, and waitlist management
• Availability of a simple medical card
• Costs between $45 and $89 per month (for 1–30 specialists on duty)

Cons:

• Customization can only be done through the vendor for an additional fee
• No built-in video consultations
• Lacks a client cabinet

Nethunt CRM

Pros:

• New modules can be added
• Simple and intuitive interface
• Ready integration with Google
• Best integration with Gmail
• A Ukrainian product with local support
• Integrations with messengers and social network

Cons:

• The built-in analytics are somewhat limited, but it does offer ready integration with Looker Studio (Google Data Studio)
• Cannot be integrated with any other email service besides Gmail

Pipedrive: CRM

Pros:

• Simple and user-friendly interface
• The system can be configured independently or with the help of an integrator for a small fee
• Many ready integrations are available in the marketplace
• Additional widgets can be developed, and external services integrated via API with the help of programmers

Cons:

• Lacks integrations with local services
• Does not support the creation of new modules
• Built-in analytics does not provide deep analysis

Solutions suitable for medical suppliers providing goods or services to healthcare facilities

Odoo

Pros:

• CRM with built-in accounting (inventory, finance)
• Marketplace with a wide range of ready-made products, many of which are free
• Unlimited customization options
• High performance

Cons:

• Customization only with the involvement of expensive programmers
• Difficult to find specialists
• Lack of vendor support for the Open Source version

Zoho

Pros:

• A wide range of features is available out of the box, organized into separate subsystems
• Significant customization capabilities are comparable to the Russian Bitrix24 package
• Quick setup and implementation
• Native integration of Zoho applications with each other
• Powerful API for external integrations

Cons:

• A limited number of specialists are available for setup in our market
• No “box” version is available; only a “cloud” version is offered
• Vendor support is available only in English

Creatio

Pros:

• A powerful BPM engine that allows customization of nearly any business process
• Availability of numerous specialists for setup
• Almost no limitations on customization options
• Developed in Ukraine, providing local support

Cons:

• High cost of licenses and implementation services
• A limited number of ready-made integrations for SMB

TOP 3 useful tips for optimizing processes in medical institutions

1. Choosing a sales manager for the CRM system.

When implementing a CRM system, it is crucial for the sales manager, rather than the clinic administrator, to be responsible for its setup and usage. The sales manager has a better understanding of client needs, interaction processes, and methods to enhance conversion rates. They can leverage the CRM capabilities more effectively to attract new clients and retain existing ones.

2. Using medical information systems as a partial CRM

MIS can partially fulfill the functions of a CRM system. Therefore, before implementing a separate CRM, it is advisable to analyze which specific features are lacking. Integrating with adjacent systems or expanding the functionality of the MIS might be a more effective solution. For instance, you can add modules for managing patient and business relationships, scheduling visits, and automating marketing campaigns.

3. Continuous management of IT infrastructure

To maintain a stable and efficient IT infrastructure, ongoing maintenance and updates are essential. This includes system monitoring, bug fixing, installing updates, and ensuring data security. It is prudent to have a dedicated person or even a team responsible for the IT infrastructure. This can be either an in-house specialist or an external IT contractor, depending on the scope of tasks and the organization’s resources.

Summary:

The choice between a CRM system and a MIS goes beyond functionality. Each medical institution has unique needs and tasks that require a tailored approach. It is essential to thoroughly analyze processes, identify key growth aspects, and clearly outline the priority features to be implemented. Only then a system that fully meets the institution’s specific requirements and supports its successful development can be implemented. These solutions can transform patient interaction management, optimize operational processes, enhance staff efficiency, and ensure a high level of service.