C O M M U N I C A T I O N S T R A T E G I E S I N T H E

HEALTHCARE
SECTOR:
M A X H E A L T H C A R E

Group 3

how

what

who

why

W H A Tdoes

C.R.M. mean, in a healthcare business?

how

what

Dr. Fix, Doctor

why
Mr. Sick, Patient

who

Ms. Jane, Business Owner of MAX

what
To deliver world class healthcare with a service focus, by creating an institution committed to the highest standards of medical and service excellence, patient care, scientific knowledge and medical education

how

who

why

what

M E D I C A L

E X C E L L E N C E

why

To deliver world class healthcare with a service focus, by creating an institution committed to the highest standards of medical and service excellence, patient care, scientific knowledge and medical education
C O M P R E H E N S I V E N E S S

how

who

P A T I E N T

C E N T R I C

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why

how

what

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what

who

why

HOW

effectively is C.R.M. applied in MAX Healthcare?

what

Medical Excellence
Average Length of Stay 3.55
Days ( Length of Stay )

how

3.50 3.45 3.40 3.35 3.30 3.25 3.20

3.50

why

3.40

3.31

FY 2006-07

FY 2007-08 Year

FY 2008-09

who

what why who

Comprehensiveness

how
4055 4055 Emergency Signage Branding aids Emergency Recall

what

Quarterly Customer engagement activities Healthy Neighbourhood Programme

who

why

how

what

Patient Centric
C E N T R A L R E P O S I T O R Y

how

Scheduling Appointments

why

Online Prescriptions & Medical History

Cross Geographical Profiling Preferences

who

how

what

who

why

W H Y is

Customer Communication a key attribute for MAX?

how

what

To build TRUST
why
Power of patient experience

who

To facilitate repeatable businesses.

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R A T I O N A L

E X P E R I E N C E

Physicians

how

Equipment / Technology

Nursing Care

Facilities

Customer Experience

Build Trust

why

Look Feel Smell - Touch

Physi-cians

Front Office

Nursing Care

Pharmacy, F&B, Housekeeping, etc

who

E M O T I V E

E X P E R I E N C E

what why who

The MAX experience activates 3 out of 5 senses, effectively. SIGHT

All doctors and nurses have uniform coats. All material & resources are of matching colour.

how

SMELL
Trademark distinctive smell, specially designed to please the customer. Used on hand towels, in wash room toiletry & clinics.

TOUCH
All material of MAX healthcare are of the same materials.

how

what

who

why

W H O messages the brand

to its customer?

who

why

how

what

what

The MAX Responsibilities

Direct Marketing: In form of customer service and regular updates

how

why

Print advertisement: In selected high end magazines Innovative Branding: Internet Branding

who

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why

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what

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why

how

what

Thank you