CRM, Social Media, and Health Management in Colleges & Universities

One of the CRM Systems and Social Media Systems’ uses over the recent past is to indicate people who might be best business customers for markets.

The purpose of this blog is to explore new uses for these systems.  We are going to do that by looking at how CRM and Social Media Systems can be used in a particular situation – secondary health care in universities and colleges.

 

The following are other systems besides health where CRM and Social Media systems can be used.

Health Care

  • Getting information to rural areas
  • Distribution of research/new findings
  • Routine Health Care

Disaster response

  • Alerts
  • Finding people in earthquake situations

Climate change

  • Documenting/posting changes in nature

Of the areas indicated, we are going to pick Health care as an area to look at.

Changes in Student Health

College student health – Statistics & Facts

In the 2017/18 academic year, there were around 22.2 million college or university undergraduate students in the United States. Many college or university students are living on their own for the first time in their lives and, although most are young and healthy, they are also exposed to many new health risks. Such risks come from living in dormitories or close quarters with other students, through the stress of being away from home and the pressure of life, or using drugs and alcohol. As of fall 2018, around 36 percent of college students rated their health as very good, while only 17 percent stated their health was fair or poor. Many colleges and universities provide health services for their students and promote awareness of the various health issues that students encounter. Some of the most common health topics students receive information on from their school are alcohol and drug use, depression and anxiety, stress reduction, and physical activity.

The most common health issues reported by college students in the U.S. include sinus infection, strep throat, migraine headaches, and urinary tract infections. However, around 8.2 percent of students reported having Attention Deficit Hyperactivity Disorder (ADHD), and 5.8 percent reported having a chronic illness, such as cancer, diabetes, or an auto-immune disorder. Eating disorders and weight gain are relatively common among college students due to changes in eating habits, lifestyle, and stress. As of 2018, it was estimated that around 1.3 percent of college students had been diagnosed with bulimia, and 1.7 percent had been diagnosed with anorexia.  [source]

This is an example of individual programs that are being written to address mental states. 

There are many individualized programs being produced for those people who are suicidal, alcoholic, having problems with friends, and having problems just getting along.

Many things are also going on in the student health care area at colleges and universities, among them: depression, poor nutrition, decreases in self-worth and decreases in self-esteem, mental health issues and physical issues such as falls and breaks, increased segmentation which will keep individuals away from their groups, and lack of resiliency (unable to hop over small problems).

A big part of this issue is that parents have ignored the discipline of their children and this had an influence on the Z Generation.  This generation follows the Millennials and have many characteristics that are different.  Here are some descriptions of this generation as we know it so far.

  • They are everywhere. Z’s will have about $3 trillion in purchasing power.
  • Born between 1996 and 2014
  • They’ve always been wired.
  • They spend between 6 and 9 hours a day absorbing media.
  • 92% go online daily.
  • The preferred mode of communication is digital and primarily through social media and texting.
  • They’ve seen pornography.
  • They are more accepting of sexual fluidity.
  • Only 48% of those 13-20-year-olds describe themselves as completely heterosexual compared to 65% of those 21-34.
  • They are racially diverse . . . and multi-racial with friends from a variety of ethnicities.
  • They are very independent. Hands off parenting has yielded both pros and cons.  On the pros side, Z’s are self-directed and confident.  On the cons side, they are not necessarily equipped with much real-life wisdom or many boundaries in the age of cyber bullying, sexting, Internet porn, and Hooking up.
  • They’re aware of a troubled planet.
  • They are justice minded.
  • They are post-Christian.
  • They are open to faith.

[source]

Another list to describe Generation Z students:

  • Realist
  • Visual
  • Technology Driven
  • Creative
  • Stressed
  • Seek Quality
  • Transparent
  • Challengers
  • Accepting
  • Gospel Hungry

[source]

The following are additional parts of the health problem.

SURVEY FINDS MOST FRESHMEN ARE NOT EMOTIONALLY READY FOR COLLEGE

There will be more pressure on healthcare in the coming year — especially on closed systems such as colleges and universities. 

CRM and Social Media Systems

CRM = Customer Relationship Management
Better EquipmentMaterialsPeopleCulture
  • Programs
  • Faculty
  • Administration
  • Staff
  • Students

There is a match between all variables and students that produces a relationship of success.

 

TechnologyThemePersonal ContactStaff Development
DemonstrationsContentPresentationsCulture
 DesignPublicationsAtmosphere
 ArtStationeryFriendly
  CardsSafe
   Trust

The chart above is a summary of the various parts of the institution that need to change if a CRM process is to be successful.

  • Better equipment
  • Materials
  • People
  • Culture

All aspects must be included in a successful CRM program.

The CRM process can be illustrated by the way some schools approach enrollment of students:

  • Schools using CRM must select some variables which will make a difference in how the enrollment results may turn out. This might include students with high grades, athletes, students with high income, students who are good fits with majors, or any other characteristic.  A mailing or some other contact is made with students where they can identify their preferences and their strengths and weaknesses.
  • Students who respond are called inquiries and in the inquiry box are respondents who expressed an interest in the school.
  • This pool would be further clarified through the communication program to yield enrolled students.

In order to be successful with this program ordinarily a school would need to make changes with its communication program to match communication with these desired students. One would have to be concerned about the whole package. For example, if the communication program were not improved, changes in sending materials and meeting deadlines would not be expected to improve enrollments.

CRM and Social Media

Profile: the set-off variables in the system including age, gender, birthdate, health records, etc.

Find: find the particular people in the system who are ready for action and to enroll in the program.

Work: means regularly meeting in a group and completing the forms.

Communication: good exchange is developed by the group leaders.

The chart above represents the individual CRM program and the Social Media program.  Each is divided into four segments:
  • the first of which is profile (Variables to be identified),
  • second is find* — usually software that is specifically designed to separate out different groups in a population. This could be compared to chromatography used by businesses and industries to sort out chemicals such as proteins.
  • third is work, and (Working with variables and data)
  • final one is communication. (Formation of groups and addressing particular health issues.)
*EMAS Pro is typical of the software that can be usedIn each case the people come from the general population. In the case of the health programs, that would be students who have identified health problems to their university. These people would be identified through codes in the CRM program.  These students would identify themselves to student service personnel as having mental or physical issues that would interfere with their performance as students.Once they are in a group, the group would work together with a licensed therapist or counselor to alleviate their difficulties.In the LinkedIn approach, the communication is in the software. Once the student has the LinkedIn group URL, he or she can communicate with the people in the group.In the CRM software the communication would have to be built in such as cell phone numbers. Also, the student would be identified by pre-assigned identification numbers.In this model, one therapist or counselor would deal with more students in a group than they could as individuals.  One could also see that this approach could be used for many of the situations mentioned earlier and will be of help in colleges and universities in communicating with these students.
Issues with Using Groups
Issues that may develop in group work:
  • Insecurity
  • Distraction
  • Addiction/Social Anxiety
  • Cyber-bullying
  • Conflict
Be prepared for these issues if you are going to be using social media for business/student engagement.
Groups and Relationships
The formal knowledge and processes of groups would have to be followed to address success results:Groups could include those with
  • Motivation issues
  • Learning issues
  • Use of chemicals
Time Period from CRM to Social Media

7 billion people on earth

  • Facebook
    • Established 2004
    • As of today 2.32 Billion users
  • LinkedIn
    • Established 2002
    • 500 Million users
      • 216 million log in every month
      • 30% are active on LinkedIn daily
  • Twitter
    • Established 2006
    • 326 Million users

Possible Contacts Worldwide 

PlatformUsers
YouTube1.8 Billion
Twitter1.3 Billion (328 million active)
LinkedIn586 Million
Pinterest200 Million
Snapchat191 Million
Facebook2.23 Billion

There will be enough providers for services in CRM and Social Media to meet the needs of this health model.

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