Patient Relationship Management Method, an Approach toward Patient Satisfaction: A Case Study in a Public Hospital

Authors

Department of Industrial Engineering, Tarbiat Modares University, Tehran, Iran

Abstract

Introduction: The aim of this project is to investigate the concepts of patient relationship management (PRM), patient satisfaction and their relationship. As healthcare industry has its own complexity, the so well defined idea in marketing which is CRM could not be implemented directly in health industry. Consequently the concept of PRM has been introduced.

Methods: Qualitative research has been executed over the recently developed methods. The main indices of patient satisfaction based on new findings have been discussed. Besides PRM method has been investigated. Finally via data mining on questionnaire that we have gained on a public hospital in Tehran we analyzed the case and based on the data we recommended a PRM solution to tackle the problems.

Results: While CRM is the best practice for marketing segmentation, increasing customer satisfaction and avoiding customer retention, in the health industry PRM is the main template to improve patient satisfaction and consequently avoiding patient churn. It has been found CRM with the profit maximization motto could not be used directly in health industry. Instead, PRM with the main objective of using the patient data effectively for prediction of disease trend over time, classification of the type of disease and using follow up system could improve the quality of care that is provided for the patient. As a result this would directly lead to increased patient satisfaction and best retention strategy for health industry. In the case study we found that the main problems arise from the lack of efficient communication between medical staff and patients. A system of PRM to tackle this problem is provided.

Conclusion: PRM, Service quality and Patient satisfaction are inter related concepts. With the help of PRM it is possible to avoid the outbreak of new disease, improve the service quality and saving the time in process of care services which they result in increased patient satisfaction. Data mining on patient satisfaction questionnaire is an efficient way to find the main problem and obstacles in front of patient satisfaction. Via PRM method we can find a solution to alleviate the situation and increase patient satisfaction.

Keywords


Oliver RL. A conceptual model of service quality and service satisfaction. Advances in Services Marketing and ManagementResearch and Practice. 2008;2:65-8.
Dolan L. Heath insurance portability and accountability act (HIPAA)2010.
Diego S. HIMSS News Publication: Patient Satisfaction, Safety, Electronic Records Top List of Healthcare Priorities.  17th Annual HIMSS Leadership Survey Results: ACS Healthcare Solutions, 248-386-8300; February 2006.
Wu Z, Robson S, Hollis B. The Application of Hospitality Elements in Hospitals. J Healthc Manag. 2013;58(1): 47-62. PubMed PMID: 23424818
EW L. Data mining application in customer relationship management for hospital inpatients. Health Inform Res. 2012;18(3):178-85.PubMed PMID: 23115740
Shin-Yuan Hung W-HH, Chia-An Tsai, Shu-Chen Jiang. Critical factors of hospital adoption on CRM system: Organizational and information system perspectives. DSS, elsevier. 2010;48(4):592-603.
Bunthuwun Laohasirichaikul SCHC. Effective customer relationship management of health care: a study of hospitals in Thailand. Journal of Management and Marketing Research. 2009; 1-12. Available at: http://www.aabri.com/manuscripts/10510.pdf
Heidelberg S-VB. patient service, overhaul to help organizations manage their customer relationships2009.
Wiebe N Fiest KM, Dykeman J, Liu X, Jette N, Patten S, Wiebe S. Patient satisfaction with care in epilepsy: How much do we know?. Epilepsia. 2014 Feb 6. PubMed PMID: 24502616
Vivian Paazine MA. Customer Relationship Management in the Healthcare Industry in Ghana; A Case Study in Ashanti Region and the Upper West Region: Luleå University of Technology; 2011.
Bennett K FB, Young LE, Murray D. Vitamin D, An Examination of Physician and Patient Management of Health and Uncertainty. Qual Health Res. 2014.
Oinas-Kukkonen H1, Räisänen T, Hummastenniemi N. Patient Relationship Management, an Overview and Study of a Follow-Up System. J Healthc Inf Manag. 2008;22(3):24-9. PubMed PMID: 19267028
Dichter E. A psychological study of the hospital-patient relationship. Mod Hosp. 1954;83(3):51-4. PubMedPMID: 13193925
Dichter E. A psychological study of the hospital-patient relationship; how secure is your hospital?. Mod Hosp. 1954;83(5):61-3.PubMedPMID: 13213915
Savag AI LT, Burkard JF. Examining selected patient outcomes and staff satisfaction in a primary care clinic at a military treatment facility after implementation of the patient-centered medical home. Mil Med. 2013;178(2):128-34. PubMed PMID: 23495456
Mohammad Hajizadeh HSN. Hospital care in Iran: an examination of national health system performance. Int JHM. 2013;6(3):201.
Lee Douglas S TJV, Chong Alice,Alter David. Patient Satisfaction and Its Relationship With Quality Outcomes of Care After Acute Myocardial Infarction. Circulation, Health Services and Outcomes Research. 2008;118:1938-45.
Rubrichi S, Eku Ndam S, Battistotti A, Quaglini S. Information extraction from SMS text related to a reminder service for outpatients. Stud Health Technol Inform. 2012;180:240-4.
Tucker JIaA, S.R. Incorporating patients’ assessments of satisfaction and quality: an integrative model of patients’ evaluations of their care. Managing Service Quality. 2001;11(4):272-87.
Cornell P Townsend-Gervis M, Vardaman JM, Yates L. Improving situation awareness and patient outcomes through interdisciplinary rounding and structured communication. J Nurs Adm. 2014; 44(3):164-9. PubMed PMID: 24531289