For those that may not know, tell us about Modernizing Medicine.
Brad Rennick: Modernizing Medicine is a leading health IT company providing a suite of specialty-specific solutions including EMA™, our award-winning electronic health record (EHR) system, as well as Practice Management, Revenue Cycle Management, Telehealth, Pathology and Analytics for dermatology, orthopedics, ophthalmology, plastic surgery, otolaryngology, urology, gastroenterology and pain medicine practices.
Our mission is transforming how healthcare information is created, consumed and utilized in order to increase practice efficiency and improve patient outcomes. Since the company’s inception in 2010, we’ve focused on measuring and elevating the customer journey and customer satisfaction has been at the heart of what we do.
Tell us how the customer success team at Modernizing Medicine is structured.
BR: I joined Modernizing Medicine in 2011 and since then we’ve focused on helping clients transform and optimize their medical practices and patient experiences. As the Senior Vice President of Customer Success, I lead our Client Services organization comprised of over 160 employees – and we’re growing. Our team encompasses all areas of the customer journey including: On-boarding and Training, Technical Support, Education and Communication, Technology Services, Business Consulting, Client Engagement and Renewal. Our team helps clients achieve their business goals through product, service and relationship development. We have a complex customer success strategy to meet the needs of the different specialties we serve, and consistent and effective communication with our customer base is critical to our – and their – prosperity.
What key statistics does the company measure to determine and define success?
BR: Data-driven decision making helps to improve customer outcomes at every stage of the customer experience, and by aggregating data from a number of internal sources we can report real time Critical Performance Indicators (CPIs) and Key Performance Indicators (KPIs). Low churn rates, industry leading Net Promoter Scores (NPS), consistent renewal rates, product expansion, an extensive referral base and high customer service satisfaction scores all factor into the equation of defining success and identifying areas for improvement.
Customer success should focus on the customers. How do you put the customers first?
BR: I couldn’t agree more. Our products and services need to not only fulfill our customer’s desired outcomes in terms of quality of medical content to help improve efficiencies, but also support the collection of patient data to help drive financial and operational outcomes for the practices. Most importantly accomplishing all of this with top-notch support every step of the way.
Through our NPS and Customer Satisfaction surveys, along with our online customer forums, clients often submit simple to complex medical suggestions with areas for improvement. Examples range from including a new medication to an entirely new treatment regimen for psoriasis. Support and Account Services compile suggestions and share them with the product and development teams for consideration.
It’s very rewarding to hear directly from our clients who express their appreciation for the attentive support received. Ophthalmologist Neda Shamie, MD, of Advanced Vision Care and a Modernizing Medicine customer since May 2016, shared her experience with us and said, “We really value how attentive and responsive the team at Modernizing Medicine is. This is a company you can communicate with and problem solve together. Modernizing Medicine is committed to caring not only for the patients, but also the doctors.”
Communication is at the core of customer success. Can you share with us some of the methods used at Modernizing Medicine and how you approach client communications?
BR: Communication must be consistent, concise and timely. We have a vast spectrum of users with diverse preferences in how they prefer to engage. With physicians, often items are time-sensitive and all of our specialties have different needs. For instance dermatology varies greatly compared to ophthalmology requiring us to tailor messaging, release notes, training, and other communications for every release to every specialty. It’s a herculean task to ensure every user is well informed.
Our Knowledge Services team handles all customer communications. Unlike other companies, Knowledge Services resides in client services, separate from marketing.
Part of Modernizing Medicine’s value proposition includes helping clients “save time,” and this not only refers to our products but also in how we communicate. Some of the channels include: targeted in-app messaging, traditional emails, our knowledge base and support forum, in person workshops and even social media.
Any last thoughts to share today?
BR: As our company and client base continue to grow, it becomes increasingly important to really listen and learn from our clients to improve our products and services. They are the ultimate source of truth. Our investment in client delight drives decisions company-wide and without our clients looking to us as a trusted partner and advisor, Modernizing Medicine would not be where we are today.
Our team is genuinely honored to be recognized as the 2017 Customer Success Team of the Year, but it’s the positive impact we are making every day with our practices and in healthcare as a whole that feeds our sense of accomplishment.
This interview was originally featured on the SIIA blog. Click here to read the original post.