CRM PRACTICES IN

HOSPITALS(Case of Fortis Hospital)

Dinesh P. Shende 09MBA038

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

Why Does Hospital Need CRM?

• Patient expectations have increased dramatically in recent years.

• Patients should not be expected to know or understand the complexities of healthcare administration.

• Patient Satisfaction suffers especially in emergency situations because patients must repeat medical information and history.

• Hospital services should be presented to patients as a cohesive portfolio of services

Patient Satisfaction is a Top ConcernSponsored by Cisco

Top Business Issues Facing Healthcare(2008 vs. 2007 Results) Figure 8

45%

20%

38%

31%

55%

52%

69%

26%

28%

30%

33%

34%

36%

43%

56%

Increasing Need for Healthcare Services

Creating New Revenue Sources

Government Regulation or Compliance Issues

Adoption of New Technology

Demand for Capital

Patient (Customer) Satisfaction

Medicare Cutbacks

Improving Quality of Care

2007 Responses 2008 Responses

N/A

http://www.himss.org/2008Survey/healthcareCIO_final.asp

• Health and Happiness

• The patient-friendly environment

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

• Cafeteria, ATM or prayer room

• Information On website for visitors (Discounted Accommodation, Blood Bank & Donation, Health Check Packages, TPA & Insurance Companies, Accommodation nearby)

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 forActivities.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 Hospital

• Increase Patient Satisfaction: By analyzing the performance of routine processes over time (such as admissions, discharges, transfers, and referrals), improvements can be made to eliminate unnecessary steps and increase patient satisfaction.

• Coordinate the Delivery of Care: Customized workflows can be developed to automate care coordination activities between provider organizations (Ex: Hospital, Clinic, Aged Care, Home Health, Hospice), which can help improve patient outcomes while increasing operational efficiency and reducing costs.

• Improve Community Relations: Targeted outreach campaigns can easily be developed and sent to community members to promote new services and educational offerings. Relationship management tasks and communications with financial donors can be automated to increase efficiency and improve results.