Lansare Afaceri - A Fresh Start

Why CRM today? Why CRM in clinics?

The key to sustainable competitive advantage in today's market is the fact that customer-oriented organisations must know who their customers are, which customer population most directly drive their profits and what will keep their customers loyal and happy over time.

Relationship marketing is now in vogue. The need for relationship marketing stems from the changing dynamics of the global marketplace and the expanding requirements for competitive success. Nowadays, customers can no longer be considered as ignorant and ill informed. They are not only knowledgeable but also have a lot more choice on where to get their services. More so, hospitals now are forced to focus their attention and effort on building the relationships of customers within their organization. The world of mass marketing is drifting away to make room for one to one real time customer relationship management.

Present scenario pose tremendous competition in the healthcare market which can be attributed to globalization customers becoming savvy and demanding due to level of knowledge and information awareness and health consciousness among the population.

The main CRM strategy is to take proactive measures towards customer-centric business in a private clinic. This will ensure the improvement of customer satisfaction by building up better customer relationships and thereafter a customer database, leading to increase in revenues.

It is essential that CRM has to focus on the prospective healthy customers (other than patients) who visit the hospital and concern for their health check offered by hospital for supporting their life and monitoring of health. Taking care of patients, their needs and making relationship with patients is a common and routine activity in a corporate hospital. Nowadays, every individual has a great concern for his health and in anticipation of any health problems, if any, in future; he is able to face the financial crisis by purchasing appropriate health cards. This project focuses on the Fresh Start packages, profile of customers, their behaviour and finally determining the relationship factors to design CRM strategy.

"The most valuable asset of any business is its customers."

Customers can be defined as the recipient or beneficiary of the outputs of work effects or the purchaser of products and goods. The types of customers in a hospital can be defined as follows:

-Patients are those persons who come to the hospital for treatment and to avail the facilities rendered by the hospital.

-Attendants are the people who accompany the patients or the visitors who come to visit the patient during his/her stay in the hospital.

-Clients can be the employers of companies who refer their employees to a particular hospital on emergency. They can also be the doctors who refer their patients to a particular hospital in certain contexts.

Today, the relationship generates synergy in building up the relationships over the globe. It enables a return to win-win thinking. Return on relationship (ROR) will be return on investment (ROI) by transforming the services into relationship-bases customer interactions.

Relationships do not form overnight. There is a model developed by behavioural scientists on relationships which consists of six stages: visual contact, involvement, intimacy, deterioration, repair and dissolution. The nature of relationships measures the depth of it. They are Reciprocation, Mutual Benefit, Trust, Transparency, Concern, Interdependency, Commitment, Shared Values, and Adaptation.