Study On Optimization Of Customer Relationship Management In A Hospital

With China’s accession to THE WTO and the deepening of medical reform,private capital and foreign capital are increasingly entering the domestic medical service field and participating in the domestic medical market competition in the form of investment in new construction,trusteeship or cooperation with existing hospitals,breaking the monopoly of public hospitals for many years.This is both an opportunity and a challenge for public hospitals.In order to survive in the increasingly fierce market competition,win public praise,establish brand,and achieve long-term healthy and sustainable development,public hospitals must grasp the core resource of hospital development--customers(patients).To this end,public hospitals should introduce customer relationship management into hospital management,help hospitals maintain and retain existing customer base,constantly attract potential customers,increase loyal customers,recover lost customers,and finally obtain lifetime value of customers,so as to promote sustainable development of hospitals.The research on CUSTOMER relationship management has always been the focus of academic circles,but the research on customer relationship management in the medical industry is relatively few.The Hospital A studied in this paper is A third-class first-class public hospital in Hubei Province.Due to various problems in its own development,the number of patients,the number of admissions and the annual income of the hospital are different from those of the same level and the same region.This paper intends to carry out A more in-depth study on the problems existing in the current CUSTOMER relationship management of Hospital A,in order to improve the current situation of customer relationship management of hospital A,and provide reference and inspiration for other public hospitals.This article first through to the basic theory of customer relationship management(CRM),the current situation of customer relationship management of A hospital now,analysis it is concluded that A hospital existing problems in customer relationship management(CRM),such as analysis of customer orientation and inadequacy,lack of analysis on system cycle management and personalized for customer segmentation and mining is insufficient,lack of customer visit,etc.Then,through further research,this paper finds that the above problems are mainly affected by various factors,such as the hospital’s weak awareness of CRM,the management system to be upgraded and improved,and the implementation of CRM.According to the above analysis,the technology guarantee,organization guarantee and capital guarantee under the premise of this paper is proposed through business process optimization strategy,customer classification management,customer satisfaction and loyalty,and customer communication strategy and relevant improvement measures,help A hospital to develop A better maintenance strategy of customer relationship and related management way,eventually be able to effectively improve the efficiency of hospital medical treatment,patients with higher satisfaction,promote the sustainable development of hospital.It is hoped that this study can provide reference for other public hospitals to promote the related work of CUSTOMER relationship management and improve patient satisfaction.