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Customer Relationship Management: CRM in Modern Health Care Delivery
Customer Relationship Management: CRM in Modern Health Care Delivery
Management
CRM in Modern Health Care Delivery
Agenda
Definition of CRM
Importance of CRM to General Managers
Statistics
Industry leaders
Success stories
Case Study MU Healthcare System
Best Practices
Lessons Learned
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CRM Spending
Mello, A., Watch out for CRMs hidden costs October 17, 2001;
http://techupdate.zdnet.com/techupdate/stories/main/0,14179,2818263,00.html; last accessed on
October 29, 2004.
CRM Spending
Budgeting for CRM hidden costs
Project management
Software integration
Data maintenance
Training
CRM Infrastructure
Call Center
Web
Access
Store
Direct
Sales
Fax
Process
Improvement
Business Intelligence
Integrated database
Billing
Call center
Fig. 2
Accounts
Sales
.
Dyche, J., The CRM Guide to Customer Relationship Management, Addison-Wesley, Boston, 2002
Ref 21, 22
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Ref 7, 16, 20
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CRM Failure
Failure rate of 15-25%
85% of CRM users cannot quantify benefits
Krass, P., CRM: Once More, Without Reeling March 17, 2003;
http://www.cfo.com/article/1,5309,8948/BS/12/4,00.html; last accessed October 15, 2004.
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Company Information
Strategy
CRM for Everyone CRM software solutions for any kind of organization, any type of user, and any budget
Product Offerings
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Company Information
Strategy
Product Offerings
1.
PeopleSoft Enterprise
PeopleSoft Enterprise One
PeopleSoft World
http://www.peoplesoft.com; last accessed October 17, 2004.
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Company Information
Strategy
Product Offerings
Onyx CRMExpress
Onyx Portable CRM
Onyx Analytics
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Company Information
Mission
Product Offerings
1.
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Goodhue, D. L., Wixon B. H., and Watson, H. J., Realizing Business Benefits Through CRM: Hitting the Right Target In
The Right Way MIS Quarterly Executive, Vol. 1, 2, 2002, pp. 79-96
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Case Study
MU Healthcare System
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Case Study
MU HEALTH CARE SYSTEM
MU Health Care system consists of 2
operational entities:
School
of Medicine (SOM)
Health Care
University Hospital
Columbia Regional Hospital
Clinics
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MU School of Medicine
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Associate Deans
Chairpersons of Basic Science Departments
Chairpersons of Clinical Departments (Medicine,
General Surgery, Obstetrics and Gynecology,
Pediatrics, Family Medicine)
UNIVERSITY
PHYSICIANS
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University Physicians
Headcount:
Budget:
UP s revenue: 110 M
IT services: 2.7 M or 2.5% of revenue
Electronic medical records (EMR)
IDX system: scheduling and billing
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MU Health Care
EXECUTIVE DIRECTOR
CIO, CFO
Hospital Directors
UNIVERSITY
HOSPITAL
COLUMBIA REGIONAL HOSPITAL
CLINICS
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University Hospital
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University Hospital
Tertiary acute care hospital
All services except Womens Health and
Neonatal Intensive Care Unit (NICU)
Trauma Center
260 Beds
Number of patients served: 11,532 (2003)
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MU Health Care
Headcount:
Budget:
36
Operational efficiency
Improved quality of care
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MU HEALTH CARE
SYSTEM
Hospital Clinical Information System
Electronic medical records (EMR)
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MILESTONE
DEVELOPMENTS
Fall 2001, Vice Chancellor for MU Health Care System,
committed to develop electronic medical records.
Dean and Executive Director strongly supported the
project
A physician leader was appointed as a liaison between IT
leadership and physicians.
Cerner was selected as a technical provider for the project.
Goal: Incremental implementation of system-wide
electronic health information (EHI)
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CERNER RELATIONSHIP
December 2001
September 2003
CERNER CORPORATION
Founded in 1979
Headquartered in Kansas City
Leading supplier of healthcare information
technology, with more than 5,273 associates
and 1,500 clients worldwide.
In 2003, it had a revenue of $839.6 million
and net income of $42.8 million.
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CERNER CORPORATION
Offers centralized electronic medical record to seamlessly
deliver health information such as laboratory results,
images, medication and allergy data to health care teams
that depend on complete, timely information. This increases
measurable quality of care
Enables executives to manage resources, comply with
regulations and recognize trends and best practices by
combing clinical, operational and financial data from across
the enterprise and the industry.
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ELECTRONIC MEDICAL
RECORDS
The cost of converting paper medical records
to electronic medical records is $10,000
30,000 per physician.
The cost of electronic clinical information is
between $50 M $100 M for health care
system of 2- 3 hospitals
L. Kowalczyk, Global Staff
M. K McGee, Informationweek.com
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EMRs Progress
2002
9/2003
History
Physical examination
Laboratory: blood tests, radiographic images
Diagnoses
Treatments
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Physicians orders
Nursing notes: vital signs and assessment
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Inefficiency:
Duplication of effort
Time consuming
Illegible records
Missing medical records
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HCFA
Compliance
Consultants
Transport
Family
Ethics Pharmacy
Techs
Attending
PATIENT
Residents
Student
Nurses
Med record
OR
Clerks
Xray
Lab
Insurance
Student
JCAHO
Policies
Computer
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CRH
Medical records
Cerner
HBOC
Orders
Cerner
HBOC
Materials management
Procure
IMMS
Clinical pathology
Anatomic pathology
CoPath M
Western star
Pharmacy
Pharmakon
HBOC
Operating room
SurgiServ
ORSOS
Radiology
MARS
HBOC
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Accomplished Projects
Hospital clinical information system (UH)
Physicians orders
Profile (medical records management) system at UH
Document imaging clinical and financial
Clinical information is flowed into the Central Data Center and thus
retrievable through Powerchart
Documentation with Powerchart
FirstNet Emergency Departments tracking and triage
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POWER CHART
Physicians electronic medical records
Structured documents:
Consultation notes
Progress notes
Operative notes
Current Projects
2004
Pharmacy system UH complete
Operating Room Management system UH
Replacing:
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EMRs BENEFITS
Patient care will improve
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Process information
Apply technical skill
Build relationships
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Information Processing
Start with a baseline knowledge and experience
Acquire information from the patient
Supplement with examination and diagnostic
testing both past and present
Use baseline knowledge, occasionally
supplemented information at time of care, to
formulate a plan of care
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Information processing
Communicate the plan
Orders implemented
Charges applied to services rendered
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InBox messaging
IQ Health
Auto-fax
Direct access
Employers
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PHYSICIANS ORDERS
ORDERS HANDWRITTEN
0:02min
0:33
0:11
0:34
0:06
1:26
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Documentation
Documentation occupies a significant
portion of physicians effort in providing
medical care.
Good documentation improves medical care
and a defense against medical lawsuits
Physician Documentation
MUHC is in the forefront of implementing
these capabilities
Plan of Care
The most appropriate plan of care requires
the presence of all needed information at
the point of decision-making
On-line resources
Structured documentation
Order sets
Alerts & reminders
Continuous Quality & Safety Improvement
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Password
Electronic signature
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Benefits of EMR
Improves quality of care
More efficient
More effective
Less professional liability
Ref 3, 4, 5, 6
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Benefits of EMR
Improves the institutions financial performance:
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CRM Strategy
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CRM Best
Practices
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Best Practices
Vision / Strategy
Know your Customer
Differentiate
Technology data requirements
Metrics
Monitor
Nelson, Scott, Eight Building Blocks of CRM Gartner Group, June 19, 2003;
http://www2.cio.com/analyst/report1483.html; last accessed October 25, 2004.
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Vision / Strategy
Alignment of vision/strategy with:
Business objectives
Customer requirements
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Customer Analysis
Identify -- know who your customer is
Segment -- high-value, high-potential, lowpotential
Profile -- know your customers habits,
behaviors and profitability
Nelson, Scott, Eight Building Blocks of CRM Gartner Group, June 19, 2003;
http://www2.cio.com/analyst/report1483.html; last accessed October 25, 2004.
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Nelson, Scott, Eight Building Blocks of CRM Gartner Group, June 19, 2003;
http://www2.cio.com/analyst/report1483.html; last accessed October 25, 2004.
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Metrics
Metrics & goals must be established
up front
Nelson, Scott, Eight Building Blocks of CRM Gartner Group, June 19, 2003;
http://www2.cio.com/analyst/report1483.html; last accessed October 25, 2004.
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Monitor
Nelson, Scott, Eight Building Blocks of CRM Gartner Group, June 19, 2003;
http://www2.cio.com/analyst/report1483.html; last accessed October 25, 2004.
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Lessons Learned
Need to pay close attention to triangle: people,
process, and technology
Get executive involvement top down
Establish measurable business goals
Implement incrementally
Ensure CRM architecture will scale to future needs
as you grow
Spitz, Keith. Lessons Learned by a CRM Veteran. Computerworld. Sep 20, 2004. Vol. 38, p. 26
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Questions
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?
?
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References
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Goodhue, D. L., Wixon B. H., and Watson, H. J., Realizing Business Benefits Through CRM: Hitting the Right
Target In The Right Way MIS Quarterly Executive, Vol. 1, 2, 2002, pp. 79-96.
Swift, Ronald S., Executive Response: CRM is Changing Our Eras, the Information we Require, and our
Processes MIS Quarterly Executive, Vol 1, 2, 2002, pp.95-96.
Chin, Tyler, Data Mining, American Medical News, Vol 46, p. 19.
Swartz, Nikki, Doctors, Hospitals Advised to Keep Records Electronically Information Management Journal, Vol
38, 1, 2004, p.9.
Swartz, Nikki, A Prescription for Electronic Health Records Information Management Journal, Vol 38, 4, 2004,
p.20-22.
Finkelstein, Joel B., Health IT chief: Public-private partnership needed for EMRs American Medical News, Vol
47, 28, pp. 5-6.
Pastore, Michael, CRM Spending Increases Despite Myriad of Market Players, November 2, 2000;
http://www.clickz.com/stats/big_picture/hardware/article.php/5921_502171; last accessed on October 11, 2004.
http://www.crmtrends.com/crm.html; last accessed October 28, 2004.
McGovern, Todd and Panaro, Joseph. The Human Side of Customer Relationship Management Benefits
Quarterly, Vol. 20, 3, 2004, pp. 26-33.
Powers, Thomas L., and Bendall, Dawn. The Influence of Time on Changes in Health Status and Patient
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Vandermerwe, Sandra. Achieving Deep Customer Focus, MIT Sloan Management Review. Spring 2004. Vol. 45,
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Mello, A., Watch out for CRMs hidden costs October 17, 2001;
http://techupdate.zdnet.com/techupdate/stories/main/0,14179,2818263,00.html; last accessed on October 29, 2004.
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http://www.peoplesoft.com; last accessed October 17, 2004.
http://www.sap.com; last accessed October 17, 2004.
http://www.onyx.com; last accessed October 17, 2004.
http://www.amdocs.com; last accessed October 17, 2004.
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