CRM in Healthcare

Presented by
Ashish Tiwari
B-35
Why we need to think about ?

In today's world the medical sector is finding

the need to know more and more about their
current and prospective clients. The more
efficient service, hospitals can give their
patients the further they will go in retaining
them.
Patient Satisfaction is a Top Concern

http://www.himss.org/2008Survey/healthcareCIO_final.asp
 Market trends in Hospital

Fierce Competition

Changing Environment

High Expectations of Customers

Customer has varieties of options

Excess of supply

Rising Education level of customer
“People buy when they are ready to buy”
Healthcare marketing is consumer
marketing
Patient acquisition: How do I get more
patients coming to my facilities?
Patient retention: How do I get my patients
continuing to use my facilities?
Patient “winback”: How do I bring back
patients who haven’t using my facilities for
some period of time?
New Movers: How do I attract prospective
patients in my facility’s footprint?
Why Does Hospital Need CRM?

CRM provides the organization with
the chance to acquire and retain
customer relationships. It serves to
convert almost every customer
interaction into a health management
opportunity.

Affective and well coordinated
customer approach.

Helps the health care sector to access
critical information and deliver value
to customers.
 CONTINUED…

Healthcare providers need better tools to Manage patients

across the continuum of Care which is difficult in today’s
fragmented IT environment.
• Lack of integration and workflow impedes the ability to
deliver complete, accurate patient information.
• Inadequate tools impede a healthcare organizations
ability to develop targeted community education and
outreach programs.
• Business intelligence derived from a CRM system can
enable “segmentation of customer types” to improve and tailor
service delivery
CRM Health Care Services Include

Strategic Planning

Communication Services

Consulting Services

CRM for Physicians

Campaign Management

Database Construction

Predictive Segmentation

Communications Strategies
Fortis Hospital

Health and Happiness

The patient-friendly environment

The Hospital Information System (HIS) &
Electronic Patient Record (EPR)

Cafeteria, ATM or prayer room

On website information for visitors (Discounted
Accommodation, Blood Bank & Donation,
Health Check Packages, TPA & Insurance
Companies, Accommodation nearby)

Hospital has customized patient database,
which contains patients medical history and
treatment details.

FORTIS healthcare organizations deal with
customer service issues while delivering
excellent health services
IN-PATIENT CRM

In-patient’ CRM activities is the human aspect.

To take care of CRM all the employees, right from the chief doctor
to the ward boy should understand that it is their duty to ensure
customer satisfaction.

Employee should be well trained in term of customer relationship.

Procedural part of hospital should also be well taken care of. This
include:
 The hospital should have well defined procedures for
 Activities.
 The employees should be clear about the procedures
POST-DISCHARGE CRM

The most important thing in the post- discharge CRM
activities is ‘maintaining database’.

computerized database of each and every patient in detail
should be maintain by the hospitals.

Database also help in the other CRM activity of the post-
discharge period, i.e. ‘maintaining relationship with the
patients.

The database will help in understanding the profile of patients
who are visiting the hospital.

One of the most important activities in the post-discharge
CRM is creating ‘ Rehabilitation Centre
Benefits of CRM in Healthcare

Increase Patient Satisfaction.

CRM solutions succeed in transforming healthcare
organizations into customer-centric efficient providers
of health care

Proactively Manage Chronically ill Patients.

Improve Community Relations.

CRM Healthcare supports the call centre by providing
customer service representatives with essential
customer information.

CRM thus,enable increased efficiency, better health,
and increased customer retention.
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