communication strategies in healthcare sector
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7/28/2019 Communication strategies in healthcare sector
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W H A T 1 doesC.R.M. mean,
in a healthcare business?
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Ms. Jane, Business Owner of MAX
Dr. Fix, Doctor
Mr. Sick, PatientMr. Sick, Patient
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To deliver world class healthcare with aservice focus, by creating an institution
committed to the highest standards ofmedical and service excellence, patient care,scientific knowledge and medical education ”
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To deliver world class healthcare with aservice focus, by creating an institution
committed to the highest standards ofmedical and service excellence , patient care ,scientific knowledge and medical education ”
P A T I E N T C E N T R I C
M E D I C A L E X C E L L E N C E
C O M P R E H E N S I V E N E S S
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H O W2 effectively isC.R.M. applied in
MAX Healthcare?
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M e d i c a l E x c e l l e n c e
Average Length of Stay
3.50
3.40
3.31
3.20
3.25
3.30
3.35
3.40
3.45
3.50
3.55
FY 2006-07 FY 2007-08 FY 2008-09
Year
D
a y s
( L e n g
t h o
f S t a y
)
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• 4055 4055 Emergency Signage Branding aidsEmergency Recall
C o m p r e h e n s i v e n e s s
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• QuarterlyCustomerengagement
activities• Healthy
NeighbourhoodProgramme
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Scheduling Appointments
Cross GeographicalProfiling
Online Prescriptions & Medical History
C E N T R A L R E P O S I T O R Y
P a t i e n t C e n t r i c
Preferences
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T o b u i l d T R U S T
•
Power of patient experience• To facilitate repeatable businesses.
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Build Trust
Customer Experience
R A T I O N A L E X P E R I E N C E
E M O T I V E E X P E R I E N C E
Look – Feel –
Smell - TouchFront Office Nursing Care
Pharmacy, F&B,Housekeeping,etc
PhysiciansEquipment /Technology
Nursing Care Facilities
Physi-cians
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The MAX experience activates3 out of 5 senses, effectively.
SMELL• Trademark distinctive smell, specially designed to please the
customer.• Used on hand towels, in wash room toiletry & clinics.
TOUCH • All material of MAX healthcare are of the same materials.
SIGHT • All doctors and nurses have uniform coats.• All material & resources are of matching colour.
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W H O4 messages the brandto its customer?
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• Direct Marketing : In form of customerservice and regular updates
• Print advertisement : In selected high endmagazines
•
Innovative Branding : Internet Branding
The MAX Responsibilities
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