WHITE PAPER | PlayMaker CRM Educational Series

A Case for Integration by PlayMaker CRM

One of the top reasons why Software as a Service (SaaS) application received a lukewarm reception by buyers of enterprise software was integration (according to a Gartner 2008 survey). More recently CIO Magazine on June 1, 2010 published the article “SaaS’s Troubled Adolescence: Three Signs of Immaturity” by Thomas Wailgum, which cited a Forrester survey that stated integration as one of the top three reasons SaaS software was not chosen by buyers of enterprise software. These surveys show the importance of integration. This paper is being written to explain the integration process as well as the importance of how data is integrated. The goal of this paper is to explain the “What” (Integration), “Where” (Patient Care and PlayMaker CRM), “How” (Data Mapping and Rules), and “Why” (Data Analytics) so that the “Who” (PlayMaker CRM) and “When” (During Implementation) will be apparent.

Integration of a Patient Care system with an external system is a critical piece of an enterprise solution. The reason that it is critical is that there is a wealth of data collected in the Patient Care that is able to drive a significant amount of work with an integrated system, especially a Customer Relationship Management (CRM) system like PlayMaker CRM. Additionally, an integrated solution has the potential to reduce data entry, ensure proper data entry, and drive data analytics like conversion rate, number of admits, and number of non-admits for a given marketer.

Integration comes into question between two systems that meet different business needs. In this case the Patient Care is designed to manage the care being given and PlayMaker CRM is designed to help increase revenue generated by the marketers. Since the Patient Care and PlayMaker CRM are designed for different purposes, the data and the relationships between the data are managed differently. It is these differences in how the data is managed that require an integration component and services such as those provided by PlayMaker CRM as part of the implementation of an enterprise account.

An integrated solution has the potential to reduce data entry, ensure proper data entry, and drive data analytics like conversion rate, number of admits, and number of non-admits for a given marketer.

Integrating a Patient Care and another system, like PlayMaker CRM, is not a straightforward task due to the fact that how the data is used in one system is entirely different from how the data is used in the system being integrated. For instance, the Patient Care system may not have any need to know the relationship between a referral and the source that made the referral; in PlayMaker CRM this is a vital piece of information. With the integration component being so critical, PlayMaker CRM decided to start on a proven platform that was designed for the home care vertical market. Based on this platform, PlayMaker CRM has created channels that allow it to integrate with a number of Patient Care systems. The primary purpose of the channel that we create is to map the Patient Care data to PlayMaker CRM. PlayMaker CRM did not stop there as that would not give the client the information they want. The reason is that just mapping the data between the systems allows duplicate records; partial records that are potential duplicates like “Dr. J. Smith”, “Dr. Jo Smith”, “Dr. John Smith” and “Dr. Johnny Smith”; unique constraint violation like NPI; and rejected records due to missing relationships that can be inferred based on other data. To address these issues, PlayMaker CRM created DataSolve, which allows the PlayMaker CRM professional services team to create rules during implementation that deal with each of the issues stated and more. The fact is that the data analytics are only as good as the data that gets put into the system; therefore, PlayMaker CRM does everything possible to assure both the transfer of the data and that the data is correct.

The reason that PlayMaker CRM puts a high priority on integration is that PlayMaker CRM’s ability to provide relevant and correct data analysis is based on the data in the system. The ability to define an “A” account only works if “Dr. John Smith” has the proper relationships with referrals that he has made. If the referrals are split between multiple entries like “Dr. J. Smith”, “Dr. Jo Smith” and “Dr. John Smith” then it might look like there are three “B” or “C” accounts instead of an “A” account. Add to that when the Stark II regulations are calculated there could be an error in the calculations, which could cause bigger problems. The critical nature of the data and the analysis affect many other important data analytics like conversion rates. In the end, the productivity and efficiency increases that a CRM system like PlayMaker CRM can provide is only as good as the data in the system, which is why PlayMaker CRM made integration a priority.

To address these issues, PlayMaker CRM created DataSolve, which allows the PlayMaker CRM professional services team to create rules during implementation that deal with each of the issues stated and more.

We have discussed the “What”, “Where”, “How,” and “Why” of integration that any business professional needs to know. Through this discussion one can see that PlayMaker CRM understands the data, the industry, and the critical nature of the integration. This should make the “Who” has the knowledge and ability to perform this critical task obvious, PlayMaker CRM. This only leaves the question of “When” should integration be done, which is during implementation. By integrating during implementation, a baseline can be determined and the data analytics can start defining areas for productivity improvements and efficiency increases. After all, the reason to buy a CRM system is to increase revenue and the sooner the data is available, the sooner revenue can be increased.

In summary, integration of a Patient Care system with a CRM like PlayMaker CRM allows for efficiency increases by decreasing the double data entry and better data analytics by ensuring clean and proper data exchange between the two systems. PlayMaker CRM has made it a priority to ensure that the data exchange between the Patient Care system and PlayMaker CRM happens seamlessly while ensuring a high quality of the data. This makes the case for integration by PlayMaker CRM’s staff the right decision.

To learn more about how PlayMaker CRM can help you grow your business, request a demo or contact us today!

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