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 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

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…