The Application Research Of CRM In Our Country Hospital

Along with the structure reform of Chinese medical care system in cities and towns day by day, and the competition among the hospitals will become more intense, especially the accession to the WTO, the contesting between foreign hospitals and our country's hospital for limited domestic patients will become more and more intense. The selection range is expanding and the selection ability is improving for the medical care consumers meanwhile. The medical care market is experiencing great painful change from seller's market to buyer's market. The competitive situation is formatting among three type hospitals along with the reforming of government-owned hospital, the rising of individual hospital and the entrance of foreign hospital. The focus of competition among hospitals is changing from medical equipments, medical technologies and medical personnel's qualities to how to attract and retain patients, and how to enhance the patient's satisfaction and loyalty. CRM is born at the right moment.Basing on the research of customer relationship management, combining the practice of hospital management, adopting the research method of combination of qualitative study and quantitative study, the paper considers that the hospital should introduce the concept of marketing and CRM and develop a close relationship with the patient. The felling demands of the patient should be regarded and satisfied. The hospital should introduce the CRM under the leading of national macroscopic policy, combining the actual circumstance of hospital oneself. The practice of CRM isn't only the introduce of software, but also the innovation of management thought in hospital. The hospital should adopt different marketing strategy to different patient on the basis of customer subdivision, enhance the concept of management of"take the patient as centre". The hospital should also strengthen the hospital information-based construction, adjust organization structure, improve business process, reshape hospital culture, and design a reasonable mechanism to encourage doctor. Finally the paper analyze the implement effect of CRM that customer satisfaction from qualitative and quantitative points of view. The paper has set up a set of integrity system for successful implement of CRM in hospital. The realistic meaning of the paper is in that the hospital manager would be urged to change the thought and innovate the concept. The paper hopes to provide a decision reference for the hospital manager in marketing competitive strategy.