In this article, we’ll explore best practices and key considerations for integrating your CRM – such as Salesforce and HubSpot – with your healthcare website. An effective integration with your CRM is vital for improving efficiency, enhancing patient engagement, and automating key workflows.
Integrating a CRM with Your Healthcare Website: Best Practices for Success
Why Link Your CRM and Healthcare Website?
Avoid Duplication of Effort
One of the primary reasons for integrating your CRM with your healthcare website is to eliminate duplication of content entry. For example, if you’ve already input key information into your CRM, such as service locations and descriptions, integrating it with your website CMS ensures this data is automatically synced. This saves time and reduces the risk of errors.
Streamline Manual Tasks with Automation
Another key benefit is reducing manual intervention in everyday processes. When a user submits an enquiry via your website – for example, booking a consultation or requesting a brochure – this data should automatically flow into your CRM. Automations can then trigger follow-up actions, such as assigning tasks to your team or sending personalised emails to the user.
Enable Advanced Workflows
Once your CRM and website are integrated, your healthcare organisation can leverage advanced workflows and automations. For example, appointment/event reminders, follow-up emails, or even post-visit surveys can be automatically triggered, improving operational efficiency and patient satisfaction.
Deliver Personalised User Experiences
An integrated CRM allows for greater personalisation on your website. By analysing user behaviour and preferences, you can dynamically tailor content and recommendations. Features like progressive lead forms and personalised landing pages help to nurture relationships and guide patients toward the services they need most.
What Should Be Linked Together?
Forms and Data Capture
At a minimum, all forms on your website – such as general enquiries, callback requests, and document downloads – should be linked to your CRM. This ensures that all data is captured, stored, and processed in one centralised location.
Location Information
If your healthcare organisation has multiple locations (e.g., care homes, clinics, or offices), this information can be fed from your CRM to your website. This ensures users see accurate, up-to-date information without requiring manual updates.
Service and Availability Data
Integrating real-time availability of services – such as room availability in care homes or consultation slots – can greatly enhance the user experience. Displaying live availability on your website helps users make informed decisions and increases the quality of enquiries.
Bespoke Integration vs Plugins: Which Do You Need?
Choosing the Right CMS and CRM
Your choice of CMS and CRM plays a crucial role in the success of your integration. If your CRM is already in place, a website rebuild is the perfect time to select a CMS that works seamlessly with it.
For example, platforms like Salesforce and HubSpot offer plugins for popular CMSs like WordPress. However, while these plugins provide a good starting point, they may not fulfil all your requirements. It’s essential to evaluate whether a plugin or a bespoke integration is the better fit for your specific needs.
Custom Solutions for Complex Requirements
For organisations with unique workflows or extensive data requirements, a bespoke integration might be the best option. Custom solutions can provide a more tailored approach, ensuring your website and CRM work in harmony without the limitations or instability often associated with plugins.
Common Mistakes to Avoid
Over the years, we’ve seen some common mistakes when it comes to integrating CRMs with healthcare websites. Here are the top 3 pitfalls to avoid:
Relying Too Heavily on CRM Data in Real-Time
While real-time data syncing is beneficial, relying on CRM data for every website interaction can slow performance, especially with large datasets. Consider storing less dynamic data, such as service descriptions, in the website’s CMS to maintain optimal page speed and refresh it periodically.
Using Poorly Maintained Plugins
Overloading your website with multiple or poorly maintained plugins can lead to instability and security vulnerabilities. In many cases, a bespoke integration developed to your exact requirements is a more reliable option.
Content Duplication Across Platforms
Duplicating content across your CRM and CMS can lead to confusion and inefficiencies. Ensure content is managed in one central location, and use clear labels or tooltips to guide your team on where updates should be made.
Summary
Integrating a CRM with your healthcare website is a powerful way to improve operational efficiency, automate workflows, and deliver personalised patient experiences. By following best practices and avoiding common pitfalls, your organisation can create a seamless and engaging digital experience for patients and stakeholders alike.
At WebBox, we specialise in CRM integrations for healthcare organisations, helping clients like Voyage Care achieve outstanding results (why not read the case study here?). If you’d like to discuss how we can help your healthcare organisation, please get in touch.
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