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Customer relations data aids marketing efforts
Health Care Strategic Management
|July 8, 1988
Summary
Implementing a customer relations information system can enhance hospital marketing. This shift moves medical centers from transactional data to building lasting patient relationships for improved performance.
Area of Science:
- Healthcare Management
- Information Systems
- Marketing
Background:
- Traditional hospital information systems often focus on transactional data.
- There is a growing need for healthcare providers to foster long-term patient relationships.
Purpose of the Study:
- To explore how customer relations information systems (CRIS) can improve hospital marketing performance.
- To examine the strategic shift from transaction-oriented to relationship-oriented information systems in healthcare.
Main Methods:
- Conceptual analysis of customer relations information systems in a healthcare context.
- Review of information system strategies in medical centers.
Main Results:
- Customer relations information systems enable a strategic redirection of information system focus.
- Hospitals can transition from a purely transactional approach to relationship building.
Conclusions:
- Implementing a customer relations information system is key to enhancing hospital marketing.
- This strategic shift supports the development of enduring customer (patient) relationships.