CRM Practices in Healthcare Industry

By:Hiren Patel Tejas Patel Shakoor Hanif Lakhani

CRM (Customer Relationship Management)

It is a process used to learn about customers needs and behavior's in order to develop stronger relationship with them. CRM helps businesses use technology and human resources to gain insight into the behavior of customers and the value of those customers.

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

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

Customer in Hospital
The types of customer in Hospital are as follows Patients:- The people who come to hospital for treatment or to avail service of hospital Attendants:- The accompanies of Patient or Visitors Clients:- Can be an Employee or Doctor who refer to a particular Hospital Customers:- Avail the benefits offered by hospital in respect of health packages and insurance schemes etc. (study is on Customer)

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 postdischarge 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.

Some example of CRM practices in Hospital

Homeocare International, Bangalore
Fortis Hospital, Delhi

GNRC Hospital, Guwhati

Homeocare International
About the Hospital CRM practice

A chain of super Customized patient database contains medical history specialty Homeopathic and treatment details clinics Information is accessible to all our clinics through a network Founded by a group of committed and Patients can discuss problems with doctors from dedicated doctors. anywhere in India or abroad and can get his medicines by courier any part of the world Homeocare International is the Facility ensures continuous treatment without any new trendsetter in break. Homeopathy World's first cyber clinic with individual case discussion by group of super specialist doctors in that particular disease.

Fortis Hospital
About the Hospital CRM practice

Fortis Healthcare has Heath and Happiness a major presence in North India with a The patient friendly Environment network of world-class hospitals. The Hospital Information System (HIS) and Electronic Patient Record (EPR)
Cafeteria, ATM or Prayer room Information on website for visitors like Discounted accommodation, Blood Bank and Donation, Health Check Package, TPA & Insurance companies, Accommodation nearby, etc.

GNRC Hospital
About the Hospital CRM practice

GNRC relationship plan (GRP) was introduce in December 2000. Guwahati Neurological Research Centre (GNRC) was incorporated in 1985 as the first ever super specialty health care centre in this part of the globe.

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 The loyalty points were to be freely transferable and redeemable at any time. Computerized record of Customer Special supply and delivery arrangements as just in time supply preferred vendor programs membership in healthcare networks integrated delivery system, cross, selling, Mutual referral of service and health care providers GNRC patient referred the hospital to his or her friends/relatives, he or she earned 200 points that could be redeemed at the time of payment/settling the hospital bills. GNRC guests/patients was also rewarded with an incentive worth 50 points

Type of card

Silver

Gold Rs 1,800*

Platinum Rs 2, 400*

Annual individual membership Rs 1,200* fee Outpatient Services Consultations with General Practitioners (MBBS)1 Consultation with specialists (MD, MS, DM and above)1 > Pathology investigations2 Radiology investigations2 Cardiology Tests2 20% discount Nil 20% discount 100% off on two consultations in a year 100% off on two consultations in a year

100% off on two consultations 100% in a year

off

on

two

consultations in a year off on two

100% off on two consultations 100% in a year 40% discount

consultations in a year 60% discount

40% discount

60% discount discount on all

40% discount on all cardiology 60%

tests (e.g. TMR, Echo, ECG cardiology tests (e.g. TMR, etc) Neurological tests Drugs and Medicines3 (at any of GNRCs Dispur or Six Miles Hospital Pharmacy) Inpatient Services Hospitalisation4 & 5 20% discount on any hospitalisation 30% discount on any 40% discount on any 10% discount 10% discount 20% discount 10% discount Echo, ECG etc) 30% discount 10% discount

Hospital Management System (HMS)

Computerizing the working in Hospital Storage of Information related to Patient Generates test reports; provide prescription details including various tests, diet advice, and medicines prescribed to patient and doctor. Provides injection details and billing facility on the basis of patients status whether it is an indoor or outdoor patient. The system also provides the facility of backup as per the requirement.

Bibliography
http://www.expresshealthcaremgmt.com http://www.indmedica.com/journals.php http://www.healthmgttech.com http://www.daniweb.com http://www.antya.com www.fortishealthcare.com/ http://www.iisjaipur.org www.indianmaba.com www.homeocare.in www.fortis.in www.gnrc.in

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