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CRM IN HOSPITALs It is the duty of the hospitals to make the patient and relatives understand that they are

providing a good treatment. These facts demand hospitals to have a wellplanned Customer Relation Management (CRM) programme. The customer relationship programme in a hospital has two wings. One is the customer careactivity when the patient gets treatment in the hospital as an inpatient. The second is customer care after discharge. The customer relationship management during the in-patient period, requires care in two major things. One is the human aspect while second is the procedural aspect. Here we are assuming that the quality of the treatment given by the hospital is good. Similarly, the postdischarge customer care management also has two important things. First, the maintenance of the records for each patient and second, the regular interaction with the patients. Both are complementary to each other. Customers in a hospital Customer can be defined as the recipient or beneficiary of the outputs of work effects or the purchaser of products and goods. The types of customers in a hospital can be defined as follows: Patients are those persons who come to the hospital for treatment and to avail the facilities rendered by the hospital. Attendants are the accompanies of the patients or the visitor who come to visit the patient during his/her stay in the hospital. Clients can be the employers of companies who refer their employees to a particular hospital on emergency. They can also be the doctors who refer their patients to a particular hospital in certain contexts. Customers are presently healthy to avail the benefits offered by hospital in respect of health packages and insurance schemes etc. The present study is related to these customers. Relationship To day, the relationship generates synergy in building up the relationships over the globe. It enables a return to win-win thinking. Return on relationship (ROR) will be return on investment (ROI) by transforming the services into relationship-bases customer interactions.

Relationship do not form overnight. A typical man-woman relationship goes through stages such as dating, romance, marriage, honeymoon and so on. There is model developed by behavioural scientists on relationship consists of six stages viz. contact, involvement, intimacy, deterioration, repair and dissolution. The nature of relationship measure the depth of it. They are Reciprocation, Mutual Benefit, Trust, Transparency, Concern, Interdependency, Commitment, Shared Values, and Adaptation. Relationships with customers results in increased use of company's services by loyal customers, charging of price premiums for customized services and referrals by satisfied customers that bring new customers. The concept of customer relations goes a long way in ensuring the marketing policies of the company are attuned to market needs. It will give an integrated channel of communication with consistency. The advantages of developing relationship with customers are exponential in nature. A complete customer relationship development strategy creates a positive wave effect. This effect is: A customer acquisition strategy that is targeted and based on understanding mutual value. Customer retention strategy aimed at raising levels of customer satisfaction. Customer satisfaction with the organization that leads to customer loyalty. Customer loyalty leading to greater share of the customer, lower customer development costs, referral business. The synergy created by relationship development leads to mutual profitability for both organization and the customers. In Patient CRM The most important issue in the in-patient CRM activities is the human aspect. Which means that every employee in the hospital, who is interacting with patients, should show real care and concern in his words and deeds in dealing with patients. All the employees, right from the chief doctor to the ward boy should understand that it is their duty to ensure customer satisfaction. The employees should be given proper training in these regards. Besides, the employees should ensure that the patient develops faith in treatment given in the hospital. Patients should be made to understand that the hospital is doing their level best to cure him/her. The second thing is the procedural part. The hospital should have well defined procedures for activities. The employees should be clear about the procedures and the same has to be instructed to the patients whenever needed. This will help the patients in avoiding hassles. For example, one of the hospital has displayed the following

chart in various places inside the hospitals. It may be a simple thing, but such chart helps the patient understand about macro level procedure for treatment. Post Discharge-CRM The most important thing in the post- discharge CRM activities is maintaining database. Traditionally hospitals expected the patients to maintain records. But in this competitive market, the hospital should also maintain the records of the patients on its own. They should maintain a computerised database of each and every patient in detail. This is important in the hospital, as the patient generally need to visit the hospital regularly. This database will help in the other CRM activity of the post-discharge period, i.e. maintaining relationship with the patients. Let us see how it helps. For seeking treatment for , even after gettingdischarged from the hospital, the patient needs to come again for further treatment or check up at regular intervals. If the hospital maintains a database, it can send reminders to the patient one-week before the re-visit date and to get the confirmation that the patient would be coming. Besides, the hospital can send greetings to the patients on birthdays and anniversaries. This will make patient feel special and the hospital cares for him. Besides, the database will help in understanding the profile of patients who are visiting the hospital. The hospital can list out the geographical areas from which most of the patients suffer from , the kind of from which most of patients suffer, the stage in which they come, most important referral sources, number of insured and non-insured patients etc. One of the most important activities in the post-discharge CRM is creating Rehabilitation Centre. There are lots of social insecurities that are attached with . For example, a woman suffering from breast may loose her breast as part of the treatment. All these people feel a sense of social insecurity. A club can be formed for the patients of the hospital to nullify the insecure feelings. This club would contain patients suffering from and the people who have already been treated. All these people can meet from time to time at a place where everything would be organized by the Hospital. The patients who have already been treated may give moral support to the patients undergoing treatment. Besides, the club would employ a psychiatrist to counsel the patients. Doctors can help clear some of the myths in the patients mind which will help not only in retaining the existing patients but also getting favourable word of mouth. Essentially, a CRM would include systems of staying in regular touch with your customers. You may need to regularly send them cards, gifts; etc .It will also include inducing the past patients to participate in activities being carried out by your hospital for social causes. Having feedback forms filled during the discharge hour of the patient is one useful CRM exercise. Suggestion boxes and patient satisfaction surveys can also be used.

Some examples of CRM practices in hospitals Homeocare International (HCI) A chain of super speciality Homeopathic clinics founded by a group of committed and dedicated doctors with decades of rich experience, excellence and expertise in treating various diseases. Homeocare International is the new trendsetter in Homeopathy. The doctors are highly qualified, gold medalists and M.Ds using world-class techniques, latest advances, hi-techtechnology and sophisticated software for the diagnosis and treatment of the diseases without

any side effects. Our advanced techniques in Homeopathy had been tried, tested and retested by millions of fully satisfied patients nationally and internationally.It is the first clinic having a customized patient database, which contains patients medicalhistory and treatment details. This information is accessible to all our clinics through a network. With this facility patients can discuss problems with our doctors from any wherein India or abroad and can get his medicines by courier any part of the world. This facility ensures continuous treatment without break which is a must for desired results. World's first cyber clinic with individual case discussion by group of super specialist doctors in that particular disease. Nanjappa Lifecare: Nanjappa Lifecare has a major presence in North India with a network of worldclass hospitals. In each of our facilities the ultimate focus of our services is the health and happiness of people, our patients and their near & dear ones. Patients experience this sensitivity whether you are an in-patient attending an OPD or simply accompanying a family member. In the patient-friendly environment in Nanjappa Lifecare hospitals, the layout of departments has been planned so as to save patient time and minimize in-patient movement. The Hospital Information System (HIS) and Electronic Patient Record (EPR) instantly provide patient history details and latest test results to the desktop of the Nanjappa Lifecare Healthcare specialist you are consulting, saving valuable time. The welcoming guest relations officers and counselors at the Nanjappa Lifecare hospital assist in accessing the services- even such conveniences as the cafeteria, ATM or prayer room. There is a section on the website which provides helpful information for visitors and also highlights some of the special services available to our patients and their families.

The expanding Nanjappa Lifecare network ensures accessibility to large sections of the population and ease of medical information transfer (Electronic Medical Records). The network has the convenience of outpatient medical services and diagnostic testing all under the same roof. Our facilities are built with our patients in mind. Ease and convenience for the visitors and patients are incorporated into each facility we design.

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