CUSTOMER RELATIONSHIP MANAGEMENT

OF HEALTHCARE SECTORCOMPARATIVE STUDY BEWTEEN FORTIS AND KAILASH HOSPITAL

SUMITTED BY:ARNISH MUKHERJEE DEBASHISH PANDA

HARPREET SINGH RUPALI SINGH

VAISHALI TANEJA

Fortis Healthcare LimitedCorporate

Amongst the largest healthcare service providers in India with 4,100operational beds across 63 healthcare

facilities and total potential bed capacity of over 9,500 beds.

Fortis Healthcare has a vision to set up a network of world - class super specialty hospitals linked with a

larger network of multi-specialty hospitals to provide high quality healthcare to the people of India,

through a hub and spoke model.

Leader in the organized diagnostics segment with 12 Reference Labs, approx. 260 network laboratories

and a footprint spanning over 5000 Collection points across 450 cities in India.

• • Amongst the largest private diagnostic and imaging companies in Singapore

Fortis Healthcare has taken its total operational hospital strength to 38 hospitals (including 12 satellite/heart

command centers).

A young organization starting in 2001,

gone on to become one of the largest

healthcare delivery providers in the

country

63 healthcare delivery facilities 36

operating facilities, 20 satellite and

heart command centers and 7 hospitals

under development

Presence across key specialties in

tertiary care like Cardiac Sciences,

Neuro Sciences, Ortho, Renal Sciences,

Gastroenterology, Oncology and

Pulmonology

Presence across ~ 18 States~ 35 Cities

Fortis Photos

KAILASH HOSPITAL• Kailash Hospital & Heart Institute(KHHI) has been

a dream come true since the Group started with a small clinic 25 years ago. This 325 bed Super-specialty multi services hospital, accredited by NABH is the largest private hospital in Uttar Pradesh.

• The hospital caters to patients from all over UP, Delhi and other NCR towns.

• The salient features of this hospital are the specialized OPD with over 160 specialists and super specialists in various fields aided by a team of over 1200 staff members.

Continued..

• Round the clock availability of a host of facilities such as Ambulance Services, Mobile CCU, Casualty and Emergency Services, Lab and Diagnostic Services, Chemist Shop and Blood Bank ensure smooth and efficient patient care.

• Kailash Hospital & Heart Institute, Noida has a well equipped 60 bedded Critical Care Unit with Ventilators, Defibrillator, Pulse Oximeter, Monitor and eight Major Operation

Kailash PHOTOS

CONTINUED...• The hospital has been providing services in the fields of:• Internal Medicine• Cardiology• Neuro surgery• General Surgery• ENT• Gynaecology• Pediatric• Orthopaedic• Ophthalmology• Dental• Physiotherapy• Dermatology• Transfusion Medicine

Internal Medicine

Cardiology

Neuro surgery

ENT Dermatology

Physiotherapy

Dental Pediatric Orthopaedic

Reasons for using the using the CRM in health care.

• Patient acquisition: How do I get more patients coming to my facilities?

• Patient retention: How do I get my patients continuing to use my facilities?

• Patient “win back”: How do I bring back patients who haven’t been using my facilities for some period of time?

• New Movers: How do I attract prospective patients in my facility’s footprint

USES OF OPERATIONAL CRM IN KAILASH AND FORTIS

• Prevent and mitigate medical errors by integrating CRM data with medical history and clinical data.

• Generate marketing campaigns targeted at specific patient types by combining a knowledge base with scientific analytics and feedback mechanisms

• Reduce costs by consolidating systems and pooling resources to obtain economies of scale, improving utilization of appropriate healthcare resources.

• Proactively managing chronically ill patients to target them with communications regarding educational offerings and remind them of ways to manage their illness.

• Analyze the performance of routine processes over time (such as admissions, discharges, transfers, and referrals) to eliminate unnecessary steps and increase patient satisfaction

Privilege card at Kailash hospital

Privilege card

Problems faced Fortis:

• Important clinical information is not timely available:

▫ Outpatient information is not available when the patient is admitted to

the hospital

• Inefficiency:

▫ Duplication of effort

▫ Time consuming

▫ Illegible records

▫ Missing medical records

Problem faced by Kailash at the of implementation.

• It takes a lot of time and training for employees

to get accustomed with the CRM software.

• Some time the patients are not ready to give

their personal information or give wrong

information.

Comparative Assessment of Kailash and Fortis Hospital

CRM Practices

Fortis• Instant Information to patients• Responding to appointment and special

occasions.• Promptly Dealing with patients.• Customized Services.

Kailash• Instant Information to Customer.• Responding to appointment.• Importance to high class or corporate

customers.

Implementation and Measurement of CRM strategies

FortisImplementation-

Maintenance Employee Service.Maintenance of Marketing

Strategies.Measurement-

Increased customer retention (less defections each year)

Increased visits customer per yearIncreased average spending per

visit

KailashImplementation-

Increased up sales – (Health Checkups)

Increased reactivation of previous customers (Data extraction and

maintenance)Increased referrals of new customers by existing customers

(Word of Mouth by service quality)

Maintenance of loyalty programs.

Measurement

Maintenance of Customer Satisfaction

CRM Software

Fortis

• Fortis Operating System

Kailash• HMS (Hospital Management System)• Tally

CRM DATA for OPD patients.

Kailash hospital OTP data

COMPLAINS/SUGGESTIONS FROM PATIENTSCUSTOMER RELATIONSHI

P INTERACTIO

N

Information Processing in Kailash•Start with a baseline knowledge and experience•Acquire information from the patient•Supplement with examination and diagnostic testing

– both past and present•Use baseline knowledge, occasionally supplemented

information at time of care, to formulate a plan of care

Information processing in Fortis

• Start with a baseline knowledge and experience• Communicate the plan

▫ Orders/prescriptions – i.e. information transfer to other providers▫ Information transfer to the patient▫ Information to referring physician/PCP

• Orders implemented

• Charges applied to services rendered

• Use baseline knowledge or information at time of care, to formulate a plan of care every time for unique and highly satisfying service delivery.

Suggestions:Fortis Kailash• Highly updated

information should be revealed as such it does not threatens the customer.

• Cascading of data should not happen.

• Not a collaborative efforts, so it should be seen as a collaborative efforts on part of all the departments.

• Proper training should be given to the employees before the implementation stage of CRM.

Thank You Any Questions?