CRM - Campaigns (Clinical & Patient Engagement)

Key Roles & Responsibilities

1. Clinical-Led Campaign Strategy

• Design specialty-wise and condition-based CRM campaigns aligned to

clinical pathways such as:

• Preventive health checks
• Chronic care management (Cardiac, Diabetic, Renal, Oncology followups)
• Post-OP and discharge engagement
• Medication adherence and follow-up consults

• Translate clinical protocols and care pathways into automated CRM journeys.

• Partner with doctors, nursing teams, and care coordinators to ensure medical

relevance and accuracy of communication.

2. Omni-Channel Campaign Execution

• Plan, execute, and optimize campaigns across SMS, WhatsApp, Email, RCS,

Push Notifications, Voice/IVR.

• Build integrated journeys based on patient behavior, clinical events, and

transactional triggers (OP visit, IP discharge, lab results, missed follow-ups).

• Ensure right message, right patient, right time. No spam. No guesswork.

3. Segmentation & Personalization

• Create advanced patient segments using:

• Clinical data (diagnosis, specialty, procedure, lab indicators where

applicable)

• Transactional data (appointments, admissions, bills)
• Behavioral data (no-shows, drop-os, engagement patterns)

• Enable hyper-personalized communication based on age, gender, disease

condition, lifecycle stage, and risk category.

4. Retention, Continuum of Care & Value Creation

• Drive repeat visits, follow-ups, and service frequency through structured

retention programs.

• Support Continuum of Care (CoC) initiatives by aligning CRM journeys with

clinical and operational workflows.

• Design re-engagement strategies for dormant and lapse patients with clinically

relevant nudges.

5. Analytics, Dashboards & Performance Measurement

• Build and manage real-time CRM dashboards covering:

• Campaign reach, delivery, engagement, conversion
• Appointment bookings, walk-ins, revenue attribution
• Retention %, no-show reduction, cost per conversion

• Conduct root-cause analysis for underperforming campaigns and recommend

corrective actions.

• Present actionable insights to business, clinical, and leadership stakeholders.

6. Data Governance & Compliance

• Ensure accuracy, integrity, and security of patient and clinical data.

• Adhere to healthcare data compliance norms (HIPAA-aligned practices, consent,

opt-in/opt-out, DLT guidelines).

• Oversee campaign data hygiene, deduplication, and validation processes.

7. Stakeholder & Vendor Management

• Coordinate with internal teams: IT, HIS, Call Center, Marketing, Clinical

Operations.

• Work with external vendors on CRM platforms, communication channels, and

integrations.

• Participate in technology evaluations, implementation discussions, and UAT

cycles.

8. Process Documentation & Enablement

• Document CRM processes, clinical campaign playbooks, SOPs, and

automations.

• Develop training modules and enablement material for internal users.

• Support CRM business operations with tracking, reporting, and contract

coordination.