Consumer Relationship

Management- Healthcare
By

Satinder. K. Puri
 Definitions for CRM
• CRM is an inherent philosophy in an
organization to create, maintain ,sustain and
develop customer base.
• CRM is a comprehensive and integrated
approach that provides integration of every
area of business like marketing ,product
design, servicing ,complaint management etc.
 CRM & Customer base
1. CRM refers to the management of all interactions
with the customer that an enterprise indulges in , its
focus is on managing and optimizing the entire
customer life cycle
2. We have to increase the customer base by acquiring
new customers and effectively serving the needs of
the existing customers
3. The new age marketing aims at winning customers
permanently forever by respecting their
customers ,creating products to suit their needs
and developing life time customers on the principle
of customer relationship (cheaper to retain !!)
 CRM & Consumer Behavior
“Classical marketing theory and practice has
focused on customer acquisition rather than
customer retention. The new age marketing aims at
winning customers permanently forever, by
respecting the customers, creating products to suit
their needs and developing life time customers
through the principle of customer delight, approval
and enthusiasm. We now understand consumer
behavior much better through the use of behavior
sciences.”
 Going beyond transactional
1. Building mutually benefitted partnership
2. It is working together
3. Customer is not on your payroll but still adding
value…what else you want ??
4. Listen to him and say Wow ! I should be asking
these questions to myself for my business
5. It is just an attitude that makes the relationship and
partnership instantly
6. Examples of a chemist, a flower shop , hearing aid
experience and a salon.
 CRM & technology
CRM extends the concept of selling from a discrete
act performed by a salesperson(transactional selling)
to life long relationship building.
We must move from product based campaign
marketing to a customer focused personalized
approach.
It is the art / science of gathering and using
information about your customers to build customer
loyalty and increase customer value
 Customer Relationship Management
(CRM)
Hospital-Patient Relations Management
subject is like CRM(acquiring new customers
and retaining the old ones) from business
point of view including use of IT as is done in
other businesses.
 Learning Objectives
1. Trust and Communication- Relationship
building, health outcome and patient
satisfaction.
2. Nurse patient relationship
3. Therapeutic communication
4. Interaction with various parameters of
“Consumer relationship management”
Trust and Communication in Healthcare
• The changing pattern in the doctor-patient relationship is becoming
more of a challenge for health care providers
.
• The current literature illustrates the importance of trust and
communication in a doctor-patient relationship for a better and
treatment given to the patients
.
• Trust is something that must be built and gained and having good
communication skills, assists in building this trust between a doctor and patient.

• A patient centered approach has contributed to improved patient

outcomes with patients being satisfied with the services they
were offered at the health facility.
 Carl Rogers-Behavior scientist
1. *Patient -centered communication( Carl Rogers) with two-
way conversation using open-ended questions leads to
better communication
2. Evidence based nursing indicates Emotional Intelligence as
primary requirement
3. Emotional components of the type of emotion, its cause and
intensity with self awareness
4. Conflict resolution skill with ability to manage stress
*“Patients might expect their health care provider to be
competent, compassionate, honest, empathic, dependable
and interested in their good will
Care giving is “the delicate balance”
 Nurse patient relation
• To provide the patient with high quality care,
there needs to be a healthy nurse- patient
relationship
• The relationships are on face to face
encounters
• It is a professional relationship and has
boundaries to respect
 COMMUNICATION with customer
Communication is the cornerstone in CRM
Genuineness/authenticity
Integrity/honesty
Empathy
Emotional intelligence
The % of meaning conveyed in face to face
Communication:

Tone Body
38% Language
55%

Words
7% Body Language
Words
Tone
PATIENT SAYS: “Keep me safe, Heal me and Be Nice to me”.
The nature of the healthcare Communication

1. Therapeutic Communication is interpersonal

exchange, using verbal and non verbal
messages, that culminates in someone being
helped.

2. Patients may exhibit patterns of disturbed

communication as may be happening when
they are in crisis.
 Some Observations
1. Health providers are under increased pressure to see
more patients, within no additional time periods.
2. Patients frequently feel rushed
unsupported,disconnected, devalued , resentful and
distrustful.
3. Nurses can help patients explore feelings about their
situation, including fear ,anxiety and helplessness and
direct their energies towards action
4. Identify strengths & recourses to regain control
5. Solution centered communication and problem
centered communication. Problem mindset versus
solution mindset. Critical thinking skill of the nurse.
Establishing therapeutic relationship

Principles: Respect, genuineness ,empathy

,active listening trust and confidentiality(nurse
may view differently than the patient)

Purpose: to support the patient; to enhance

functioning; to promote healing
Carl Rogers(1961) client centered approach

• Nurse to have non judgmental attitude

• Each patient requires respect & acceptance as a unique
human being
• Patient to feel comfortable & legitimatize his or her
feelings
• Listen keeping his frame of mind
• Unconditional positive regard to accept person’s beliefs
despite your own feelings
• Each patient’s response to illness is a personal way of
adapting to challenge
 The Pervasive role of Empathy

1. Empathetic listening is central to listening in patient-

provider relationship
2. Carl Rogers means by empathy is entering into the private
perceptual world of the other and becoming at home in it
There is emotional-intellectual connection that guides the
provider to articulate a reply.
What is compassion fatigue & emotional labor of a Nurse
and how to help her ??
Do we evolve as a person facing challenges of a Nurse
Unless Nurse has “ Self care” ,she will burn herself
 Components of relationship building

1. Establish Trust
2. Demonstrate Integrity
3. Provide Value
Your services are to provide values.
Respectful professional behavior.
 Consumer relationship Management

• Corporate Image

• Customer Satisfaction

• Customer Loyalty
 Main Parameters of Consumer relationship
Management
1. Doctor concern
2. Nurses patient relationship management
3. Conveniences of care process- attendant ,
wheel chair etc
4. Tangibles –clean facilities ,toilets ,
examination room, housekeeping and fresh
odor. Put Paintings
 Effective CRM in Hospital
 Providing service related information to
patient very quickly
 Responding to the patient's appointment and
admission requests
 Promptly, dealing with patients, and extending
the best of care and courtesies to the patients.
 Expectations with respect to following

• From Hospital
• From doctors
• From nurses
• From executives
• Outpatient services
• Inpatient services
• Emergency medical services
 Patient's expectations from a hospital
1. Proximity, central location Clean environment
2. Comfortable lobby seating
3. Adequate space in patient rooms
4. Attached toilets in the patient rooms with a
geyser facility
5. Pure filter water availability
6. Timings to suit their requirements
7. Lift services and Laundry services
 Patients' expectations from hospital
personnel
FROM DOCTORS
 To be an expert in the field
 To be gentle, a confidence booster and easily
approachable
 To be able to explain the problem in common
terminology and put the patient at ease
 To be tidy and smart
 To be able to justify the need for running the
numerous diagnostic tests.
 From Nurses
FROM NURSES
To be gentle, cheerful, helpful and friendly
 To be tidy and be able to answer simple
queries pertaining to the disease
 To understand the need for privacy of the
patient
 From Executives
FROM EXECUTIVES
 To be able to guide patients to respective
divisions To be well groomed and

 To be able to handle rush hour situations To

be able to give a user friendly bill To have
technology and procedures which is customer
focused?
 Outpatient services
1. It is not uncommon those OPDs are overworked
and that the patients have to spend considerable
part of their time waiting at different places.

2. If OPD services are managed effectively, it will result

in cost reduction to the hospital, less strain on
hospital resource and at the same time would be
more economical and satisfactory to the patient and
his relatives.
 IPD and PRM

Medical and nursing staff should extend utmost
personalized care to the patients undergoing treatment.
Support services like dietary, linen, housekeeping,
pharmaceutical services, etc. should be kept up to the mark

Information to patients for their adequate understanding of

treatment options, risks involved in various procedures,
duration and the likely expenditure for treatment.
 Discuss Emergency Services
 Without any delay, the patients should be brought
to the casualty from the patient's home/site with a
minimum possible response time and should be
attended with a minimum possible delay.

 Patients of cardiac problems, strokes, and fires in

high-rise buildings accidents, building collapse,
natural calamities, or any critical health conditions
are dealt with in emergency medical services.
Thank you