CUSTOMER RELATIONSHIP

MANAGEMENT
OF HEALTHCARE SECTOR
COMPARATIVE STUDY BEWTEEN FORTIS AND KAILASH
HOSPITAL

SUMITTED BY:ARNISH MUKHERJEE

DEBASHISH PANDA
HARPREET SINGH
RUPALI SINGH
VAISHALI TANEJA
Fortis Healthcare Limited
Corporate
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
Presence
healthcare delivery providers in the across
~ 18 States
country ~ 35 Cities

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
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 Internal
Cardiology Neuro surgery
ENT Medicine
Gynaecology
Pediatric
ENT Dermatology Physiotherapy
Orthopaedic
Ophthalmology
Dental Dental Pediatric Orthopaedic
Physiotherapy
Dermatology
Transfusion Medicine
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

havent been using my facilities for some period of time?

New Movers: How do I attract prospective patients in my

facilitys 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
Fortis
Implementation-
Maintenance Employee Service.
Maintenance of Marketing
Strategies.
Measurement-
Increased customer retention (less
defections each year)
Increased visits customer per year
Increased average spending per
visit
Kailash
Implementation-
Maintenance of Customer Satisfaction
Maintenance of loyalty programs.
Measurement
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)
CRM Software

Fortis
Fortis Operating System

Kailash
HMS (Hospital Management
System)
Tally
 Kailash hospital OTP data

CRM DATA for OPD patients.

COMPLAINS/SUGGESTIONS FROM PATIENTS
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
Highly updated information
should be revealed as such it
does not threatens the
customer.
Cascading of data should not
happen.
Kailash
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?