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Study on Customer Relationship Management in General Hospital

Author: RenXiao
Tutor: LiJunRong
School: Jiangsu University
Course: Social Medicine and Health Management
Keywords: Hospital Customer Relationship Management Customer Satisfaction Customer Loyalty Customer Value
CLC: R197.32
Type: Master's thesis
Year: 2010
Downloads: 154
Quote: 1
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Abstract


Objective To explore the concept of customer relationship management system is introduced into the feasibility of hospital management, and proposed the construction of the management system of strategies and measures for hospitals to establish customer relationship management system to provide a complete feasible implementation plan designed to enable hospitals to adapt to market changes, to enhance their competitiveness and thus achieve greater development space, maximize revenue and maximize the benefits to patients. Method 1 using literature search, questionnaire and interview method. Literature search strategy: Medline, web of science and other specialized databases to \The implementation of the service industry characteristics, HCRM in IT technology innovation factors; questionnaire is targeted at Jiangsu University Hospital inpatient patients, inpatient survey content for the customer loyalty and its influencing factors, the survey questionnaires were distributed and 200 , 189 valid questionnaires were returned 94.5%, to summarize the survey data and statistical analysis; interview method is hospitalized individual needs of hospitalized patients were interviewed, including hospital patients want to meet their individual needs to provide value-added, additional services, the hospital is currently not available but would like to unmet needs and so on. (2) the successful experience from abroad, combined with the implementation of our current HCRM analyzed the medical services market transformation process affecting the implementation of the hospital system's main problem: CRM system does not comply with the hospital objectives; lack of customer relationship management philosophy; human services do not in place (lack of patient-centered philosophy); business process design lack of rationality; organization is not perfect; hospital information system (HIS) and HCRM system does not fit; enough publicity. Results 1. Through the loyalty of Jiangsu University Hospital, hospitalized patients individual needs and network conditions allow three aspects of research, illustrates the need for hospitals to introduce CRM system. (2) For the implementation of HCRM problems, propose appropriate design: clear HCRM objectives to be achieved; implementation HCRM strategy - implementation of customer relationship management concept cultivate; culture of customer satisfaction and loyalty; one marketing; implementation HCRM measures - process reengineering; establish a process-based organization; HCRM HIS system integration; increase hospital propaganda; implementation HCRM evaluation system. Through the analysis of the problem and the proposed corresponding solutions for HCRM system established to provide a theoretical basis and practical protection, easy to build a harmonious doctor-patient relationship between medical institutions to promote the orderly and healthy development. Conclusions 1. Jiangsu University Hospital implemented HCRM is feasible. (2) create a comprehensive hospital information technology in general hospitals to implement CRM, after all, one can explore and learn from the means and methods, and may become a trend in the future of hospital management and direction of development.

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CLC: > Medicine, health > Preventive Medicine,Health > Health care organizations and career ( Health Management ) > Health care systems and institutions > Hospitals, general hospitals > Organization and Management
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