Empirical Study On Customer Relationship Management In TR Hospital

With the rapid development of China's economy and the continuous improvement of people's living standards,people pay more attention to health management while focusing on superior material life.At the same time,with the deepening of the reform of medical system,the application of medical information technology in hospitals has been improved,the marketization of medical services has been formed,and the competition among various hospitals has been intensified.If a hospital wants to win the market,it must actively seek the "magic weapon" to enhance its competitiveness,and change "passive waiting for patients" into "active winning patients".In the process of hospital development,use the medical information technology to improve hospital management and service level,and we should reverse the concept of hospital service at the same time,from the original hospital management as the core to the hospital customer as the center.TR hospital is a large three-level first-class hospital in a city.In order to improve its overall competitiveness,create a good reputation in the industry,attract more patients,and increase patient stickiness,it is urgent to build a complete set of hospital customer relationship management system.Taking TR hospital as an example,this paper first introduces the basic concepts of customer and customer relationship.In addition,in view of the particularity of the hospital,it introduces two service modes of customer relationship management in the medical industry in China at present,which are customer service mode based on call center and customer service mode based on digital HCRM platform.Based on this situation,this paper analyzes the necessity of hospital online customer relationship management system's Commissioning,according to the specific situation of the hospital,designs a detailed questionnaire based on marketing theory,and analyzes the questionnaire data.The advantages and disadvantages of the internal and external environment of the hospital are discussed by using the qualitative SWOT analysis tools.At the same time,this paper uses quantitative SPSS analysis tools,regression analysis and other statistical measurement methods to apply to hospital management,to carry out the sorting and analysis of medical information system data,to establish data analysis model,and to mine information that creates greater common value for customers and hospitals.According to the results of questionnaire analysis and qualitative and quantitative analysis,TR hospital finally determines the hospital customer relationship management strategy as an important strategy for the future development of the hospital,and TR hospital finally determines the online digital HCRM platform.Since the customer relationship management system of TR hospital has been used,the effective data is analyzed to find out the problems and solve them.After using the system,it can effectively manage the hospital customer relationship,improve the service quality of the hospital,and provide the objective data basis and all round data foundation for the precise marketing of the hospital.It is hoped that this paper can provide some reference for the implementation of HCRM system in hospitals of the same level and in China's medical and health industry.