CLINIC TO PATIENT COMMUNICATIONS (PART 4/5): 7 key questions to consider when choosing an E-mail CRM
There are a large number of Customer Relationship Management (CRM) software on the market you can choose from ranging from the very basic to enterprise level that perform functions more than just e-mail management such as automating workflows, multi-channel marketing and contact management. Some of the well known companies that provide end to end CRM solutions include Salesforce, Infusionsoft, Hubspot and Zoho.
For the purposes of this article, we will solely focus on e-mail CRM solutions and compare MailChimp and Campaign Monitor, as they are both compliant with HealthAide’s digital media and data analytics services, and are increasingly popular with healthcare practices.
1. Do you find it easy to use such as having a “drag and drop” interface?
Both MailChimp and Campaign Monitor have drag and drop interfaces for newsletter templates and campaigns which makes it very easy and quick to manage. Both solutions are simple and intuitive and you will likely get use to using them after playing very quickly.
2. Does it have newsletter templates that you feel are suitable for your patients?
MailChimp currently offers a wider and richer variety of newsletter templates and designs compared to Campaign Monitor. Both solutions offer design templates that are categorised by the type of e-mail you would like to send.
3. Does it have automated newsletter workflows that are suitable for your patients?
Both MailChimp Campaign Monitor offers two types of campaigns: a regular campaign or A/B test campaign, which allows you to conduct content and design experiments to track patient engagement.
4. Does it integrate with my practice management software?
MailChimp integrates with popular allied health practice management software while it does not integrate with popular GP practice management software at this stage. However, many practice management solutions allow users to filter consents and export e-mails. You will need to check with your software vendor to investigate how this can be done with your solution otherwise devise a manual workaround.
5. Does it integrate with your social media accounts?
Both MailChimp and Campaign Monitor allow you to share your newsletter campaigns on social media platforms including Facebook and Twitter which can help with your promotions and sign ups.
6. Does it have appropriate data analytics, segmentation and tracking tools?
Both have similar levels of data analytics, tracking and segmentation tools depending the pricing plan you decide to choose. At HealthAide, we can work with any level of data analytics from these two platforms as we aggregate the de-identified data and provide you with practical insights on what you can do to improve patient engagement and return on investment (ROI).
7. Is the pricing structure appropriate for your practice’s needs and size of e-mail list?
Campaign Monitor is slightly more expensive than MailChimp. Campaign Monitor starts at $9 per month for 2,500 emails. MailChimp offers a free plan for up to 2,000 emails but also note that no support is provided for the free plan.
In the next article, we will explore how to measure the impact of your email newsletter campaigns.