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The MedTech industry has always been on the cusp of innovative technology for healthcare, with the usage of robotics, nanotech, and AI to build life-saving devices. Today, more than ever, MedTech organizations are under tremendous pressure to discover innovative ways to connect and advise everyone they serve faster and more efficiently – and through multiple channels during the age of COVID-19.The pandemic fortified existing trends, such as the necessity for boost efficiency, bolster device effectiveness, and deliver a higher ROI. MedTech companies are now facing new demands to work with healthcare organizations in a hybrid environment. Medtech companies are also embracing innovative patient engagement models to support healthcare providers, both during, and post treatment. They need to be flexible to meet the dynamic and rapidly changing needs and expectations. And most of all, they also require a holistic view of data, facilitate collaboration across teams, and the requisite digital tools.
That’s where an all integrated CRM platform like Salesforce comes into play. More than forecasting and managing customer contacts,
Salesforce securely connects data from disconnected systems and delivers a unified experience to providers, patients, and partners on their channel of preference. This enables MedTech businesses to connect teams, integrate different data sources across existing systems, and deliver intelligent insights.
Let’s explore how Salesforce helps Medtech companies drive business excellence, streamline innovation, deliver tailored experiences, deliver value, and boost efficiency.
Drive business excellence with digital, connected experiences
Seles models were adapting to change even prior to the pandemic. The only change now is that pace has accelerated. Consolidation amongst hospitals with adoption of enterprise-wide subscription-based models started to happen. Today, purchase decisions are moving faster now. And safety protocols are resulting is sales teams virtually interacting with decision makers. On top of that, tighter budgets means healthcare providers are now more demanding. They expect the devices they buy to deliver improved patient outcomes at a lower cost.
To move forward, it is imperative that medtech businesses have a holistic view of their customers to better understand their needs and consequently provide personalised engagement and service.
The Salesforce platform acts as a knowledge-sharing center, enabling sales teams to drive business excellence by taking advantage of a 360-degree customer view while working off the same platform.
Streamline your technology
Many MedTech organizations depend on multiple technology systems that don’t always work well with each other or deliver an engaging customer experience. Standardization of data from legacy systems on a unified platform helps make information easier to manage.
Salesforce solves this problem of dealing with multiple systems and consolidates data by seamlessly integrating data from existing solutions. Salesforce Customer 360 connects all touchpoints of the customer journey. These include manufacturing, supply chain, marketing, sales, clinical and service. With a unified view of all data, businesses get better visibility and are able to maintain relationships better across the business. Not only that, it also delivers consistent, personalized experiences.
A flexible and scalable platform like Salesforce accelerates business excellence, fosters collaboration, and empowers teams. Not only that, you can also build on top of the Salesforce platform with new functionality with new apps, for internal staff, partners or customers. This allows you to:
- Take advantage out-of-the-box services. Easy to use drag-and-drop functionality enables anyone on your team to develop apps without even writing a single line of code.
- Drive innovation. Stay focused on high-value projects with available and tools and apps.
- Drive governance and compliance. Out-of-the-box functionalities like integration and identity services ensure app development follows requisite guidelines.
Advise customers with actionable insights
Those tiny moments matter the most. That’s when access to accurate information is critical – whether you’re a physician in the middle of a procedure, a staff member who needs to transfer stock, or a patient beginning their treatment journey with a wearable device. With Salesforce, reps can access valuable, actionable data and insights from a single platform to best serve customers in a connected and intelligent manner. That lets MedTech companies act at speed and scale.
The starting step to accomplish this is to aggregate data. Salesforce pulls in information from across the ecosystem so that everyone has visibility into:
- Real-time sales information that delivers production, marketing, and service team needs
- Research and development processes that impact production, quality assurance, and licensing
- Patient and clinical staff feedback that boosts evolution of devices and services
- Integrates Artificial intelligence that delivers critical data analytics and insights. These insights include predicted outcomes, recommended course of action, and automated workflows. From a single console, teams can deliver simpler, smarter and faster interactions.
Start selling smarter and drive ROI
In the fast-changing Medtech industry, businesses must meet increasing customer expectations for better patient outcomes and improved ROI quickly and efficiently. Digital tools accelerate the sales cycle and deliver critical insights in an agile framework, even while working in virtual or hybrid selling models.
Salesforce delivers a 360-degree view of customers and provides teams with deeper insights into customer activity and subsequently drives value. AI-based intelligence predicts sales activity, forecasts growth, and reveals areas of opportunity. When sales teams can personalize interaction and sell proactively, businesses can foster deeper relationships and build customer trust.
With Salesforce Customer 360 you can:
- Get next best actions. Teams can access each customer’s detailed account history for accurate forecasting along with recommended next best actions. AI can prioritize sales activities and spot new opportunities to help close deals faster.
- Stay close to current and prospective customers. Reps can increase the reach and frequency of selling activities, thereby improving account and territory performance and later assessing effectiveness based on insights from flexible dashboards.
- Gain real-time insights into market conditions. Reps can compare territory performance with forecast and industry data in a real-time view.
- Quickly onboard new team members. New reps can train in a centralized location for sales and enablement.
- Salesforce speeds up the procurement cycle and helps reps stay close to current customers while prospecting new ones.
Improve engagement with personalization
Medtech businesses were already becoming more involved in the patient journey by providing services that helped patients use devices properly. But in 2020, the ability to engage virtually became even more valuable as HCPs adapted to remote patient monitoring during the pandemic. In addition to telemedicine and hybrid treatment models, digital tools that engage patients before, during, and after care are poised to become the norm.
Salesforce enables medtech organizations securely log patient information and facilitate virtual, hybrid, and in-person treatment. For example, patients can request data to stay better informed about their health and actively involved in care decisions. Patients can also access product details on mobile apps and community websites and connect with other patients with similar health conditions. This creates peer to peer personalized experiences at every interaction point.
In one example, a remote monitoring sticker helped medical professionals track the symptoms of sick patients recovering at home. With Salesforce, their agents could answer questions about the device from patients who were reaching out to the company directly. The 360-degree view enabled agents to create a case and provide streamlined services.
Salesforce Customer 360 captures contact information and communication preferences to keep everyone up to date on new products and solutions. This also allows Medtech businesses to nurture prospective patients by guiding prospects to the right products.
What’s next?
The pandemic may have changed how Medtech organizations engage with providers and patients, but customer-focus is still at the heart of everything they do. Salesforce Customer 360 is far from your traditional CRM: You can connect teams and integrate data on one flexible, secure platform and deliver a unified experience for providers and patients alike.
Salesforce can help you go digital fast, accelerate value, and transform your business. With greater across the value chain, you can manage commercial processes, build provider relationships, and engage with patients in the most intelligent, efficient, and personalized way. This all leads to better outcomes for your business, your customers, and their patients.
Get in touch with a Salesforce Implementation Partner today.
About Author
Indranil is a technology enthusiast with over 25 years of experience in project management, operations, technology and business development. Indranil has led project teams in egovernance, business process re-engineering, product development and worked with Government and Corporate customers. Indranil truly believes in the power of technology to drive productivity and growth for teams and businesses.
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