CRM- GENERAL

HOSPITAL

PRESENTED BY:
ANIKET B
PIYUSH C
SHISHIR J
SAMPADA K
GAGAN S
What in the world does Hospital CRM
have anything to do with business and
why we need to think about ?
 Patient Satisfaction is a Top Concern Sponsored by Cisco

Top Business Issues Facing Healthcare

(2008 vs. 2007 Results) Figure 8

Improving Quality of Care

56%
69%
Medicare Cutbacks
43%
52%
Patient (Customer) Satisfaction
36%
55%
Demand for Capital
34%
31%
Adoption of New Technology
33%
38%
Government Regulation or Compliance Issues
30%
20%
Creating New Revenue Sources
28%
N/A
Increasing Need for Healthcare Services
26%
45%

2007 Responses 2008 Responses

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

“People buy when they are ready to buy”

Healthcare marketing is consumer marketing

Patient acquisition: How do I get more

patients coming to my facilities?
Patient retention: How do I get my patients
continuing to use my facilities?
Patient “winback”: How do I bring back
patients who haven’t using my facilities for
some period of time?
New Movers: How do I attract prospective
patients in my facility’s footprint?
 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
 Why Does Hospital Need CRM?
• Healthcare providers need better tools to Manage patients
across the continuum of Care which is difficult in today’s
fragmented IT environment.
• Lack of integration and workflow impedes the ability to
deliver complete, accurate patient information.
• Inadequate tools impede a healthcare organizations
ability to develop targeted community education and
outreach programs.
• Business intelligence derived from a CRM system can
enable “segmentation of customer types” to improve and
tailor service delivery.
 Hospital CRM Scenarios
• Community Outreach
– Community Health Education
– Services Outreach/Promotion
– Patient 360° View
– Opportunity Management
• Case Coordination
– Patient Information Management (Health Assistance Hotline, Pre/Post Admission Communication)
– Appointment Management
– Facility Management
– Provide (Doctors) Information
– Knowledge Management
– Referrals Management
• Case Management
– Service Management
– Productivity and Online Help
– Patient Information Management (Crystal Information)
• Relationship Management
– Patients, Physicians, Clinicians, Volunteers, Academic Institutions
 CRM IN HOSPITAL
• The customer relationship programme in a
hospital has two wings:-
One is the customer care activity when the patient gets
treatment in the hospital as an in-patient.
The second is customer care after discharge.
• CRM During In-Patient period requires care in :
Is the human aspect and
Is the procedural aspect
• CRM of Post-Discharge customer should have:
The maintenance of the records for each patient and
The regular interaction with the patients
 CUSTOMERS IN HOSPITALS
• Patients are those persons who come to the hospital for
treatment and to avail the Facilities rendered by the hospital.
•  Attendants are the accompanies of the patients or the
visitor who come to visit the Patient during his/her stay in
the hospital.
•  Clients can be the employers of companies who refer their
employees to a particular hospital on emergency. They can
also be the doctors who refer their patients to a particular
hospital in certain contexts.
• Customers are healthy people who avail the benefits offered
by hospital in respect of health packages and insurance
schemes etc.
 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 post-
discharge CRM is creating ‘ Rehabilitation Centre’
 Case Study- Fortis Hospital
• Health and Happiness
• The patient-friendly environment
• The Hospital Information System (HIS) &
Electronic Patient Record (EPR)
• Cafeteria, ATM or prayer room
• On website information for visitors (Discounted
Accommodation, Blood Bank & Donation, Health
Check Packages, TPA & Insurance Companies,
Accommodation nearby)
• Hospital has customized patient database,
which contains patients medical history and
treatment details.
EXAMPLES OF CRM IN HOSPITALS
 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.
• Proactively Manage Chronically ill Patients: Clinicians can
flag patients with specific chronic illnesses and automate
targeted proactive communications to inform them of
upcoming educational offerings and remind them of ways to
manage their illnesses.

• 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.
THANK YOU…