Project Management for Healthcare Informatics Harvard Case Solution & Analysis

Patient Relationship management Literature Review

The need for Customer Relationship Management (CRM) arose when organizations in the past realized that it was rather cheaper to retain the older customers than to go for the new ones. Attracting new customers is one of the most difficult aspects for any company, therefore, the concept of CRM has been introduced which allows firms to retain the existing customers who can gauge in revenues and profits for the customers. CRM has the roots in the relationship marketing where organizations look to use a combination of communication, marketing and services approaches that help in identifying the needs of the customers and also help in creating the relationship between the company and the customer simultaneously (Serra, C. E. M. 2014).

Similarly, in healthcare, where patients may be seen as the key customers for the hospitals, therefore the term of patient relationship management (PRM) is used. The aspect of PRM within healthcare organizations the focus of the hospitals is on determination and also meeting the patient needs. In the modern business world, CRM has been used to retain the customer loyalty which helps in increasing the revenue.

The element of loyalty has been benefiting the customers because it is associated to the low prices and the quality of the customer service. Healthcare firms have all the potential to build the same kind of relationship with the patients also and it can also look to offer more concrete and customized tangible benefits (Tulenko et al., 2012).

The first and the foremost benefit of this aspect is the usage of the same hospital as the patient history shall be kept in records by the hospital, therefore, the element of PRM helps gauge in the customers. It is a fact, various hospitals look to use rather different types of patient information systems that does not provide complete and conclusive details of the patient. However, the patient also has to understand the importance of staying aligned with one hospital for a long time; he should trust the hospital because eventually a doctor knows the medical condition of the patient.

In the most perfect situation, if a patient is treated by the same physician at every visit, the physician becomes accustomed to treat him, he knows the medical state of the patient, and therefore he can better treat the patient. This actually helps in improving the situation of the patient. In spite, of all the benefits discussed, the element of time has to be the most key factor. If a patient sticks to one hospital and the same physician, the patients do not than have to go the routine check-ups prior to consulting with the doctor. This is key element and an integral component in patient relationship management (Serra, C. E. M. 2014).

In such a situation, patient relationship management application can help in providing better care for the patients by allowing the hospital a better understanding of the patient’s needs and wants by effective and efficient communication via the follow-up systems. It is a fact that the way or the method that shall be used for the treatment is crucial and critical for the success of the physician (Gareis, R., 2000).

It is necessary to understand on part of the physician that the doctors should actually identify whether the patients are satisfied with the services of the hospital and the physicians. This is quite an integral element for the patients to return home not only cured from the disease and illness, but they should also return satisfied because PRM is all about taking care of the patient in a very unique and organized manner............................

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