| With the improvement of overall residents' consumption capacity,China's oral medical market has gained rapid and steady growth in recent years,and a 10 times greater market is expected to be followed.In the face of drastic environment of market competition,modern enterprise managers generally place Customer Relationship Management(CRM)in an extremely important position and apply the CRM system to the actual process of management.Because of the late start of the study of CRM in China in the medical field,especially in the field of dental medical treatment,the research and application of CRM for dental institutions is of great significance.Customer value is the core content of CRM system.In essence,the core theories and perspectives on customer value are to raise the total value of customer by reducing customer cost and increase customer value.As the sample of private dental medical institutions,CQ Hospital of Stomatology,which is the first batch of special hospitals operated by H Dental Group,needs to achieve high-level management in aspects of informatization and CRM.How to realize "patient-oriented",put forward CRM strategies of CQ Hospital of Stomatology and CRM system functions with clear goals,instruct follow-up software development to achieve efficient management,and enhance core competitiveness of CQ Hospital of Stomatology become the purpose of this study.During the research,the literature analysis method is used to lay the foundation for this article by summarizing domestic and international customer value and CRM theory,as well as relevant research results in the medical and oral medical industry.The study obtained customer value difference perceived by different types of dental patients through a field interview on dental medical institutions and questionnaire analysis on 500 dental patients mainly from Sichuan Province and Chongqing City,and sorted 29 kinds of patient needs in 8 dimensions related to customer value and customer cost based on comprehensive scores.The survey results show that,while choosing dental medical institutions,patients pay most attention to expert strength,brand and cost performance,and always put product value first,and monetary cost,value of identity,personnel value are also the key aspects for them.The analysis on patient demand characteristics and patient value will be taken as the main basis for the formulation of CRM strategy and function planning of CRM system.Based on the interview and patient questionnaire about treatment needs,and taking patients as the core,this study puts forward the strategies for enhancing customer value which include ensuring medical quality,increasing service experience and completing the brand building well for CQ Hospital of Stomatology.Besides,the strategies this raises include the strategy of reducing customer cost which rejects excessive medical treatment,reduces outpatient time and improves overall efficiency.The core structure of integrated management system of CQ Hospital of Stomatology proposed in this paper will develop a comprehensive management cloud system for CQ Hospital of Stomatology which covers the refined diagnosis and treatment platform,visual reservation center,CRM intelligent marketing,internet online medical treatment,unified reconciliation payment service,accurate performance and cost management,and ecological supply chain and managers' working table.Based on 29 kinds of patient needs,the basic functions and value-added service functions of the CRM system were planned in a targeted manner,and the functional description for the patient database management,sales management,marketing management and service management modules,which were constructed especially,were carried out.From the three dimensions of management,organization and technology of CRM,the strategic guarantee,organization guarantee,technical guarantee and cycle improvement plan for the implementation of CRM of CQ Hospital of Stomatology were proposed.The research results and the software system can not only be applicated in the other chain medical institutions of H Dental Group,but also be a possible reference for domestic and international dental medical institutions on CRM. |
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