In this article

• Introduction
• Enter Business Lines
• Build Your Sales Territory Hierarchy
• Sales Territory Configuration
• Sales Territory Management
• Map Sales Territories
• Determine Referral Ownership Assignment Rules
• EHR Source of Truth for Ownership
• CRM Source of Truth for Ownership
• Specify Field Mapping
• Group Insurance Plans

Introduction

Marketscape Connect for EHR is an integration tool that migrates data from your EHR into Marketscape CRM. As part of the integration, the data must be transformed from a format appropriate to a clinical context into a format that will support sales.  This transformation allows your sales organization to leverage the data for management of its growth strategy.

The most essential data that is passed from your EHR is data about referrals. The integration process helps Trella Health to organize all referrals that come into your EHR so that your sales organization can track performance and facilitate the conversion of referrals into admissions. This requires connecting the referral to several other items in the CRM as shown in the diagram below.

This article will outline the configuration for Marketscape Connect and Marketscape CRM that is necessary for the integration to map the data from the EHR into Marketscape CRM. These configurations require sales leaders to explicitly define their sales approach, so careful consideration is essential for a successful CRM implementation. During implementation, the Trella Health team will guide the stake holders through the configuration steps outlined below.

 

Configuration Step	Summary
Enter Business Lines	Business Lines are the type of health care that your organization provides. Common business lines are home health, hospice, and palliative care. All referrals are assigned to a specific business line.
Build Your Sales Territory Hierarchy	Your sales territory hierarchy represents the organizational hierarchy structure that you will use for management and reporting. Creation of the sales territory hierarchy includes definition of the tiers in your organization and creation of items in each tier. The lowest tier in the sales territory hierarchy is the sales territories themselves.
Map Sales Territories	Sales territory mapping requires determining the approach for assignment of a referral in the EHR to a sales territory in the CRM.
Determine Referral Ownership Assignment Rules	Referral ownership assignment requires determining the approach for assignment of a referral to a salesperson.
Specify Field Mapping	EHR field mapping specifies how account, contact and referral fields are created in the CRM from EHR data.
Group Insurance Plans	Insurance Type configuration groups Insurance Plans into more general Insurance Types for summary reporting.

 

 

Enter Business Lines

In Marketscape CRM, business lines are the type of health care that your organization provides. Common business lines are home health, hospice, and/or palliative care. Referrals are assigned to a single business line. See the Business Line Configuration article for creation steps.

Management companies with multiple discrete agencies require separate business lines for each agency. This setup is not part of our standard integration.

 

Build Your Sales Territory Hierarchy

Your sales territory hierarchy represents the organizational hierarchy that you will use for management and reporting. Creation of the sales territory hierarchy includes definitions of the tiers in your organization and creation of items in each tier. The lowest tier in the sales territory hierarchy is the sales territories themselves.

Sales Territory Configuration

Sales Territory Configuration is where you define the number of tiers within your organization. Consider management levels within your current organization and how they might be impacted by your growth plans. Here are a few questions to consider:

• What are the levels at which you’d like to report?
• What are the roles or people responsible at each level? How would adding another person at the same level work?
• Are management levels that you’d expect to add included?

As an example, let’s look at a small provider called “Christi Hospice” in the city of Springfield with a sales manager and three salespeople.

Role	People & Area of Responsibility	Sales Territory Hierarchy Tier
CEO	Christi – Company	Company
Sales Manager	Mike – Springfield	Region
Salesperson	Ricky - East Rachel - North Raymond - South	Sales Territory

 

Notice how the sales territory hierarchy tiers align to roles within the organization. Also, the three-tiered hierarchy sets up Christi Hospice for future growth. Christi, the CEO, can report at the company level today and could easily incorporate additional sales managers to support expansion into a neighboring city. Also, if Christi hires a VP of Sales, that VP would have responsibility for the company level.

The sales territory tier names are up to you as well, so you can reinforce a common language for talking about the business. On the Sales Territory Configuration page, you enter a label for the tiers that matches your organization’s naming structure and that label is used throughout the application. Here is the Sales Territory Configuration for our example:

 

Sales Territory Management

Sales Territory Management is where you capture the sales organizational hierarchy itself. The hierarchy is shared across business lines. The names in the hierarchy should match how people think and speak about the business.

Using the Christi Hospice example above, you would end up with the sales territory hierarchy below.

Notice how names of the salespeople are not in the sales territory hierarchy. Salesperson performance is managed through referral ownership assignment (which is covered later) and using salespeople names as territory names creates confusion about where to manage salesperson performance. This separation allows you to make changes to your territory structure while maintaining reporting for the salesperson.

Users are assigned to a territory as well, so that access to referral data is available on a need-to-know basis.

Map Sales Territories

Sales Territory Mapping requires determining the approach for assignment of a referral in your EHR to a sales territory in the CRM. The standard integration supports two options for the mapping as noted in the table below.

Standard Option	Description	Best For
Branch Mapping	The EHR branch for the referral is mapped to the sales territory.	Small, stable organizations with high alignment between sales territories and clinical branches
ZIP Code Mapping	ZIP Codes are aligned to sales territories and the referral source ZIP code is used to map the referral to a sales territory	Organizations that use referral source location to define their sales territories and have multiple territories per branch

 

Our integration team can also design customized options for mapping referrals into more complex sales territory designs.

 

Determine Referral Ownership Assignment Rules

Referral ownership assignment requires determining the approach for assignment of a referral to a salesperson. Assignment is either managed in your EHR or in Marketscape CRM, but not both.

 

EHR Source of Truth for Ownership

When the EHR is the source of truth for referral ownership, intake assigns the salesperson to the referral within the EHR and that assignment is passed to the CRM. All changes to assignment should occur within the EHR. This option is best for organizations where centralized intake has accountability for assignment and clear guidelines from sales on how to determine the appropriate salesperson.

 

CRM Source of Truth for Ownership

When the CRM is the source of truth for referral ownership, the integration assigns a salesperson to a referral using information on the referral as well as accounts and contacts within the CRM. All changes to assignment must occur within the CRM. This option is best for organizations that give sales management accountability for assignment and have a high amount of change within their sales organization.

 

The salesperson Managing their Book of Business in the CRM is essential for the integration to assign ownership effectively. When determining assignment to the salesperson, the standard integration can look up salesperson account and contact ownership in the CRM using the following information on the referral:

• Referring Facility
• Referring Physician

 

The order for lookup is determined as part of the integration configuration. If the integration does not find an owner, then the referral will be Unassigned. The figure below shows an example where the integration found Misty Davis as the owner of the Primary Physician and set her as the Referral Owner.

As part of a custom integration, our integration team can design additional lookups for more complex situations as well.

Specify Field Mapping

EHR field mapping specifies how account, contact and referral fields are created in the CRM from EHR data. We certify the integration with each EHR vendor to ensure the CRM fields are mapped correctly. During implementation, we also inspect your EHR data to validate that the CRM will be populated with accurate information based on your unique EHR implementation.

 

Group Insurance Plans

Insurance Type configuration groups Insurance Plans into more general Insurance Types. Optimizing your sales strategy by insurance type can be very important to ensure you are supporting company goals around profitability. Sales leaders often want to see a summary of admissions by insurance type for a territory, account, or salesperson, so they can address challenges with payer mix.

All EHRs send over the insurance plan as part of the integration. Most EHRs provide an insurance type for each insurance plan too, but some EHRs do not send an insurance type or send an insurance type that is not useful. When insurance plans are not sent or are not helpful, the EHR integration can summarize those plans based on the mapping you configure. The simple example below shows three Insurance Plans summarized into a single Insurance Type.

 

Insurance Type	Insurance Plan
Commercial	BCBC of ARIZONA
Medicare	MEDICARE A SOUTH CAROLINA (SC)
Medicare Advantage	MEDICARE A SOUTH CAROLINA (SC)
Other	TRICARE HUMANA MILITARY EAST

 

Insurance Types can be incorporated into sales compensation plans as well. For example, some contracts with insurance plans are episodic and others are not. Plans can be grouped to include that difference in insurance type and drive sales behavior.