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Ms. Supriti Agrawal
Lecturer Department of Marketing Submitted by: Garima Sharma (108H21) Nirdosh Sawhney (108H31) In Partial Fulfillment of Award of Master of Business Administration
AMITY BUSINESS SCHOOL AMITY UNIVERSITY UTTAR PRADESH SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA 2009
It is a process or methodology used to learn more about customers' needs and behaviors in order to develop stronger relationships with them.What Is Customer Relationship Management? CRM stands for Customer Relationship Management. The more useful way to think about CRM is as a process that will help bring together lots of pieces of information about customers. sales. CRM helps businesses use technology and human resources to gain insight into the behavior of customers and the value of those customers. There are many technological components to CRM. marketing effectiveness. but thinking about CRM in primarily technological terms is a mistake. Advantages of CRM Provide better customer service Increase customer revenues Discover new customers Cross sell/Up Sell products more effectively Help sales staff close deals faster Make call centers more efficient Simplify marketing and sales processes . responsiveness and market trends.
health research. and training of medical and paramedical staff are general broad functions of a hospital. Hospitals are most important elements in any health care delivery system. It involves to the outpatient and inpatient hospital services and on many occasions emergency medical services. dealing with patient queries and complaints expeditiously. 2000). In health care. Care of the sick and injured. the health care industry is actively engaged in relationship marketing and partnering activities. .focused strategies that involves effective management of hospital interface and interaction with patients. exercising all kind s of flexibilities in serving patients to the patients.the hospital customers. An important resource in a hospital is a human resource. This should be particularly emphasized in the content of a hospital since relationship of medical staff plays important role in treating patients . Effective CRM practices in a hospital may mean providing services related information to a patient very quickly. Customers relationship management (CRM) which has overriding significance for any business is no less significant for hospital services (Salam. CRM practices are essentially patient . A hospital plays a major role in maintaining and restoring the health of the people. This should be particularly emphasized. preventive health care. Responding to the patent appointment and an admission requests promptly.INTRODUCTION Faced with mounting pressures to contain cost and mandates to adopt continuous quality improvement process.
This include after marketing activities (Voura 1992) one to one marketing (Pepper & Rogers 1994) membership programs (including frequent buyer incentives) cross . channel partnership logistics sharing. wagneretal (1994) discussed the relevance of relationship marketing programs. service and effective coordination could lead to efficiency and improved performance Dunn & Thomas (1994) draws clear distinction between transaction selling and offering partnership solution to customer problems and advocated partnering with customers with a hierarchy of corporate buying . Paul. These facts demand hospitals to have a well-planned Customer Relation Management (CRM) programme. 1986.distribution arrangements. .LITERATURE REVIEW The relevance of relationship marketing in health care has been widely recognized (Cassidy 1993. (Sheth & Parvatiyar 1995) CRM IN HOSPITALs It is the duty of the hospitals to make the patient and relatives understand that they are providing a good treatment. 1988. Macstrainc & Denning. Paul. They suggest that long-term relations with suppliers based on trust. Several marketing practices that attempt to establish.branding. Dunn & Thomas 1994. data base marketing etc. co .. Based on Demming's principles of total quality.selling model.production. develop or maintain cooperation & collaboration with customers & other marketing providers are included under the general rubric of relationship marketing. special supply arrangements (including special sourcing and JIT arrangements) business alliances. to control cost and to improve quality of care. Doyle and Bondrau (1989) advocated hospital supplier partnerships as a means to improve productivity. cross .selling co . integrated marketing communication strategy and data base marketing for developing a favorable image leading to improved hospital performance. Narduetal 1994.
Here we are assuming that the quality of the treatment given by the hospital is good. 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. who is interacting with patients. the regular interaction with the patients. One is the human aspect while second is the procedural aspect. Both are complementary to each other. requires care in two major things.The customer relationship programme in a hospital has two wings. should show real care and . Clients can be the employers of companies who refer their employees to a particular hospital on emergency. First. Customers are presently healthy to avail the benefits offered by hospital in respect of health packages and insurance schemes etc. the post-discharge customer care management also has two important things. They can also be the doctors who refer their patients to a particular hospital in certain contexts. 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 present study is related to these customers. the maintenance of the records for each patient and second. Attendants are the accompanies of the patients or the visitor who come to visit the patient during his/her stay in the hospital. Which means that every employee in the hospital. The second is customer care after discharge. Similarly. The customer relationship management during the in-patient period. One is the customer care activity when the patient gets treatment in the hospital as an in-patient. In Patient CRM The most important issue in the ’in-patient’ CRM activities is the human aspect.
it can send reminders to the patient one-week before the revisit date and to get the confirmation that the patient would be coming. They should maintain a computerised database of each and every patient in detail. one of the hospital has displayed the following chart in various places inside the hospitals. The employees should be given proper training in these regards. Besides. the patient needs to come again for further treatment or check up at regular intervals. ‘maintaining relationship with the patients. The second thing is the procedural part. right from the chief doctor to the ward boy should understand that it is their duty to ensure customer satisfaction. Let us see how it helps. even after getting-discharged from the hospital. Traditionally hospitals expected the patients to maintain records. but such chart helps the patient understand about macro level procedure for treatment. The hospital should have well defined procedures for activities. But in this competitive market.concern in his words and deeds in dealing with patients. Besides. All the employees. Patients should be made to understand that the hospital is doing their level best to cure him/her. It may be a simple thing. Post Discharge-CRM The most important thing in the post. i. .e.discharge CRM activities is ‘maintaining database’. the hospital can send greetings to the patients on birthdays and anniversaries. Besides. For example. The employees should be clear about the procedures and the same has to be instructed to the patients whenever needed. This will make patient feel special and the hospital cares for him. If the hospital maintains a database. This database will help in the other CRM activity of the post-discharge period. the database will help in understanding the profile of patients who are visiting the hospital. as the patient generally need to visit the hospital regularly. This is important in the hospital. For seeking treatment for . This will help the patients in avoiding hassles. the hospital should also maintain the records of the patients on its own. the employees should ensure that the patient develops faith in treatment given in the hospital.
etc . a woman suffering from breast may loose her breast as part of the treatment. excellence and expertise in treating various diseases.The hospital can list out the geographical areas from which most of the patients suffer from . Essentially. All these people can meet from time to time at a place where everything would be organized by the Hospital. You may need to regularly send them cards. There are lots of social insecurities that are attached with . For example. The doctors are highly qualified. gold medalists and M.Ds using world-class techniques. One of the most important activities in the post-discharge CRM is creating ‘ Rehabilitation Centre’. Besides. Some examples of CRM practices in hospitals Homeocare International (HCI): A a chain of super speciality Homeopathic clinics founded by a group of committed and dedicated doctors with decades of rich experience. the club would employ a psychiatrist to counsel the patients. Homeocare International is the new trendsetter in Homeopathy. latest advances. a CRM would include systems of staying in regular touch with your customers. the stage in which they come. The patients who have already been treated may give moral support to the patients undergoing treatment. A club can be formed for the patients of the hospital to nullify the insecure feelings. Having feedback forms filled during the discharge hour of the patient is one useful CRM exercise.It will also include inducing the past patients to participate in activities being carried out by your hospital for social causes. hi-tech technology and sophisticated software for the diagnosis and treatment of the diseases without . most important referral sources. Doctors can help clear some of the myths in the patient’s mind which will help not only in retaining the existing patients but also getting favourable word of mouth. number of insured and non-insured patients etc. gifts. All these people feel a sense of social insecurity. This club would contain patients suffering from and the people who have already been treated. the kind of from which most of patients suffer. Suggestion boxes and patient satisfaction surveys can also be used.
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 Fortis Healthcare specialist you are consulting. The welcoming guest relations officers and counselors at the Fortis hospital assist in accessing the serviceseven such conveniences as the cafeteria.. This information is accessible to all our clinics through a network. . It is the first clinic having a customized patient database. In the patient-friendly environment in Fortis hospitals. Our advanced techniques in Homeopathy had been tried. World's first cyber clinic with individual case discussion by group of super specialist doctors in that particular disease. Patients experience this sensitivity whether you are an in-patient attending an OPD or simply accompanying a family member. With this facility patients can discuss problems with our doctors from anywhere in india or abroad and can get his medicines by courier any part of the world. our patients and their near & dear ones. tested and retested by millions of fully satisfied patients nationally and internationally. saving valuable time. In each of our facilities the ultimate focus of our services is the health and happiness of people.any side effects. 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. Fortis Hospitals: Fortis Healthcare has a major presence in North India with a network of world-class hospitals. This facility ensures continuous treatment without break which is a must for desired results. ATM or prayer room. which contains patients medical history and treatment details.
The network has the convenience of outpatient medical services and diagnostic testing all under the same roof.The expanding Fortis Healthcare network ensures accessibility to large sections of the population and ease of medical information transfer (Electronic Medical Records). Our facilities are built with our patients in mind. joint product/process development cross distribution . Ease and convenience for the visitors and patients are incorporated into each facility we design. GNRC hospital Guwahati: GNRC relationship plan (GRP) was introduce in December 2000. This scheme announced that each rupees spent at GNRC was to be counted as a loyalty point. For each point so earned and accumulated the patient would received 5% incentive price on his / her next billing. Thus if GNRC patient referred the hospital to his or her friends/relatives. When hospitals are interested in leveraging the resources of their partners they may engage in. The loyalty points were to be freely transferable and redeemable at any time. The objective of the GRP was to link pricing with relationship. joint marketing/training programs. It was to encourage repeat grist's encourage patients to recommended other friends and relatives induce more referrals and to thank the existing customers for their percentage. he or she earned 200 points that could be redeemed at the time of payment/settling the hospital bills. cross. Special supply and delivery arrangements as just in time supply preferred vendor programs membership in healthcare networks integrated delivery system. selling. The loyalty incentive coupons were landed out while the bills were settled in addition a computerized record was also kept of these customers to generate periodical Statements. Each suggestions given by the GNRC guests/patients was also rewarded with an incentive worth 50 points. Mutual referral of service and health care providers The GRP of GNRC hospitals encouraged word of mouth referrals two.
many of them had a genuine anxiety as well. primary health care centers and nursing homes to refer to a super specialty hospital. Their referrals to a supper specialty hospital were more often based on the monetary considerations while the lure of incentives are cuts prompted the general physicians. It is true for the word and India. joint ventures and alliances. co-providing services. GNRC received on an average 40 to 50% patients recommended by the general physicians and the of city doctors through out northeast. Friends of GNRC (FOG) scheme health care providers are dependent on the referral feed and support of general physicians (GPS). logistics/facility sharing. A majority of the referring doctor and physician received incentive called outs from most of the receiving hospitals as finders fee. .arrangements. where 30 to 45% of health care demand comes firm referrals.
A typical Hospital Management System (HMS) A typical Hospital Management System (HMS) is for computerizing the working in a hospital. diet advice. It generates test reports. and medicines prescribed to patient and doctor. The software takes care of all the requirements of an average hospital and is capable to provide easy and effective storage of information related to patients that come up to the hospital. It also provides injection details and billing facility on the basis of patient’s status whether it is an indoor or outdoor patient. . The system also provides the facility of backup as per the requirement. provide prescription details including various tests.
Conclusion: India is witnessing an era where new hospitals are being built at a pace like never before. While millions are spent upon creating a product called a hospital and so little is done to promote them in a professional manner. One daunting task that every hospital. There are exciting challenges that these hospitals are facing while they are being commissioned. they were not even aware that a marketing strategy needs to be crafted. new or old. For the most part. small or big. is facing today is the task of marketing itself. if indeed they had one. The people who offer this product are are very well . It is rather unfortunate that almost all these doctors had a dismal marketing strategy.
Bibliography: The following websites were consulted for the topic: http://www.antya.com http://www.com/ http://www.daniweb.fortishealthcare.com http://www.in .org www.homeocare.com/journals.com www.iisjaipur.php http://www.expresshealthcaremgmt.trained in their profession.com www.indianmaba.indmedica. But what is pitiable is the way this product called ‘hospital’ is packaged and marketed.com http://www.healthmgttech.
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