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 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/healthcareCI
• 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 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’
 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.