How CRM can be effective for Healthcare Industry
Healthcare industry is one of the fastest growing industry in India, especially because of latest technology and lower costs of operations as compared to foreign countries. May be better service and lower costs are the reasons for increasing Health Tourism business in India.
CRM for healthcare is a broad term used to refer to relationships with patients, internal work flows and efficiencies, manage interactions between doctors/departments and patients or managing complaints and suggestions received from patients. Because CRMs generally have ticket management systems built in, it can also be used as a centralised issue management system for in house purposes.
Also most of modern CRM systems are nowadays integrated with telephony systems, which makes the story complete. Because of this appointment management and integration becomes lot more easier.
The market size and competition both are increasing in healthcare business. This also makes it necessary for an organisation to implement Healthcare CRM system in their organisation.
The Main areas of benefit of Healthcare CRM are as follows:
Better Patient Information
This has always been the prime focus of any CRM System. Complete, correct and all round information about patients and all their interactions with various departments of hospital helps every team member to provide better service to their patients. Also, it means lesser procedures and formalities for patients, as their history and preferences are saved in the systems, so they don't need to provide them every time they visit the hospital.
Better Patient Satisfaction
In healthcare industry, Patient’s satisfaction component is very important and there is a constant increase in competition. With the help of proper CRM, patient’s feedbacks and remarks get recorded and resolved properly. There are many hospitals who have ‘Patient Welfare Department’ (PWD) which takes proper feedback from the patients while they get discharged from the hospital and then they see to it that those complaints or suggestions are properly implemented.
Internal Issue/Service Management
This is not the core functionality of Healthcare CRM, but it can be very useful for efficient working of any hospital. Hospital is a modern business setup and run by huge teams. These teams require lots of internal services to function smoothly eg: HR, Housekeeping, IT, Maintenance, and so on. CRM can be extended to every member so that they can register their complaint which is then automatically assigned and escalated as per rules set. This will make sure that internal SLA is met, always.
Internal Process Automation
Hospital is a complex service organisation which functions very differently as compared to any other business house. There can be lots of processes which a patient will have to go through to get a proper and complete service. CRM can help automate lots of internal tasks and workflows so that everything works steadily and automatically.
Maintaining Service Quality Assurance
CRM can effectively be used to manage, measure and analyse time taken for each department to complete the process. This can result in higher efficiencies and better service to patients.
Managing Leads, coordinating Sales & Marketing
Most of the leading hospitals invest heavily in terms of branding and marketing activities. They also spend heavily on lead generation and PR activities. A properly implemented CRM is required to convert these enquiries into revenue.