Improving Occupancy in the Aged Care Industry using Dynamics CRM

In Aged Care profitability is driven by Occupancy.  There are many factors that contribute to poor occupancy including...

• Poor Forecasting and understanding of availability across assets;
• Marketing which is not targeted to focus on underutilized assets;
• Mishandling of Leads and Referrals once they are generated; and
• Poor management and scheduling of the new resident admission process.

 I will take each of the areas in turn...

 

Improved Occupancy Forecasting

It might be grim to say but one of the most important things in Aged Care is being able to generate reasonable forecasts around future occupancy.  In Dynamics CRM you can trap information about a residents which taken in aggregate can be used as leading indicators to forecast future occupancy across your facilities.  Dynamics CRM can also be used to provide ready access to current availability statistics allowing marketing and sales folks to make better decisions about where to target their efforts.

Targeted Lead Generation  

Once there is a view as to where occupancy is down or forecast to be down Marketing can then focus their demand generation in those areas.  Microsoft Dynamics CRM in combination with the Click Dimensions solution built within Dynamics CRM allows you to develop targeted marketing programs with a customized experience based on the individuals needs.  It also gives you the ability to use surveys to collect residents and their families feedback around why the did or did choose a specific facility.  You can measure your Marketing ROI and you can understand better where your leads are coming from. 

Improved Lead Management

Using the free customer portal that comes with Dynamics CRM allows you to turn your website into a lead generations tool.  Combined with a structure workflow process to automatically manage lead allocation and you will improve response times and conversion rates.

Once a potential resident is identified as a lead then there is a process around attracting them to your facilities and managing their admittance should they chose your facility.  Microsoft Dynamics CRM allows you to manage this process in a structured fashion with a full workflow and queue management capability to automate the application process.  A structured sales process specific to your business needs can be imbedded into the Dynamics CRM tool.  Having a more structured predictable process means you will have a more predictable result. 

A functionality called Dialogs within Dynamics CRM allows you to script the Residence Application Process entering in all the data in one screen.  Mobility tools allows your representatives to have the information at your figure tips. 

Improved Scheduling

Dynamics CRM includes a scheduling facility which can be used to optimize the appointments, room allocations and new residents intakes reducing gaps in occupancy.  This same functionality allows interested parties to automatically schedule introductory appointments with your representatives from the website. 

The Result - Improved Occupancy

In summary then Improved Occupancy Forecasting with Dynamics CRM allows you to be proactive in your marketing and target more effectively your marketing dollars.  Targeted marketing using Dynamics CRM and Click Dimension drives demand in the programs where you need interest the most. Improved Lead Management once you generate those leads allows you to understand better where your leads are coming from and improve conversion rates.   Improved scheduling allows you improve the intake process reducing gaps in occupancy.  Add all this together and the result is Improved Occupancy rates which  leads to higher profitability for your organization.

If you have this question feel free to drop us a line at info@esavvy.com.au    



David Goad is the Managing Director for eSavvy – Microsoft Dynamics CRM Gold Certified Partner. eSavvy is an award winning Microsoft Dynamics CRM Partner staffed by some of the most experienced solution and technical architects in the Microsoft partner channel. We build and deliver relationship management solutions based on the Microsoft Dynamics CRM platform for large enterprises as well small and midsize businesses in Australia.