传统顾客关系管理在医疗卫生服务业的适用性发展分析

Analysis of the Applicability of Traditional Customer Relationship Management in the Medical and Health Service Industry

现今医疗机构面临严峻且多变的医疗环境,医院必须做到以患者为中心,通过医疗服务获取患者的信任与支持是提升患者满意度的重中之重。顾客关系管理CRM强调的是掌握顾客的需求和行为,同时注重对个别顾客的关怀,以最低的成本来获取顾客的忠诚度和终身价值。论文以CRM的定义出发,探讨CRM在医疗卫生机构的适用性,寻找发现CRM的特性优势能够吻合医疗行业的特质需求点,提出建议以提升医疗保健效果,降低医疗浪费的潜力,促使医疗机构的长远发展。

Today's medical institutions are facing a severe and changeable medical environment.Hospitals must be patient-centered,and it is a top priority to gain the trust and support of patients through medical services to improve patient satisfaction.Customer relationship Management(CRM)emphasizes on mastering the needs and behaviors of customers and paying attention to the care of individual customers,so as to obtain customer loyalty and lifelong value at the lowest cost.Based on the definition of CRM,this paper discusses the applicability of CRM in medical and health institutions,finds that the characteristics and advantages of CRM can meet the specific needs of the medical industry,and puts forward suggestions to improve the effect of medical care,reduce the potential of medical waste,and promote the long-term development of medical institutions.