Study On Customer Relationship Management In General Hospital

Objective With the investigation of the feasibility of the customer relationship management (CRM) that introduced into hospital management systems, strategies and measures for the establishment of these systems have been proposed. Some possible and completed solutions were provided to build the hospital management system, which is aimed at expanding the developing space of the hospital, with more suitability to markets and improved competitiveness, maximizing benefit of both hospitals and customers.Methods First, three approaches have been used including literature search, questionnaire survey and facing interview. Literature searching in databases such as Medline, web of science, the phase "hospital customer relationship management" or abbreviated word "HCRM" were used as keywords in seeking literatures about the connotation of CRM, implement characters of CRM in medical services, and innovative elements of IT technology to HCRM. In questionnaire survey, some inpatient patients of Jiangsu University Affiliated Hospital were inquired with the customer's loyalty and impact factors.189 valid questionnaires were returned from 200 distributed ones with the rate of 94.5%. Afterword, the survey information was summarized and statistical analyzed. In facing interview, the inpatient patients were inquired about personalizing needs, including that hospitals provide enhanced and additional services according to their personalizing requirements, their wished needs that could not be supplied by hospital by now. Second, based on the abroad experience integrating with current implemental situation of CRM in our country, main problems of present transforming healthcare markets which influence on applications of HCRM in hospitals consists of the followings:un-corresponded customer relationship management system for hospital's target, be lacking of the sense of customer relationship management, insufficient humanized services (be lacking of the thought of "patient-centered"), unreasonable design of business process, defective organizational construction, unfitted relation between hospital information system (HIS) and HCRM system, and weak publicity.Results By investigating three aspects hospitals including customer's loyalty in Jiangsu University Affiliated Hospital, personalizing needs of inpatient patients, and allowance of network conditions, it is verified that the customer relationship management system is necessary to be introduced in this hospital. To solve these problems, we proposed corresponding suggestion: clearing the objective of hospital customer relationship management, applying the strategy of customer relationship management with cultivating the sense of customer relationship management, bring up the satisfaction and loyalty of customers, one to one marketing, applying the implementing measures of HCRM with reconstructing the flow and establishing the organizational construction based on the flow, integrating HIS and HCRM, enforcing publication, implementing evaluation system for customer relationship management. Through the analysis of the problems and the proposed resolutions, the HCRM system could be established with theoretical basis and practical insurance, which can facility to improve physician-patient relationship and regular and sound development of medical institutions.Conclusions The HCRM is practicable in Jiangsu University Affiliated Hospital. And it is a referral resolution that establishes information-based hospital and implement customer relationship management, which is possible becoming a trend and developing direction of hospital management.