Fortis and Kailash Hospital both implement customer relationship management (CRM) systems to improve patient care and experience. Fortis operates 63 healthcare facilities across India while Kailash Hospital is located in Noida, India. Both hospitals use CRM to provide instant patient information, respond quickly to appointments, and offer customized services. They measure CRM success through increased customer retention, more frequent patient visits, and greater average spending per visit. While CRM implementation presented training challenges initially, both hospitals now utilize CRM to enhance operational efficiency and patient satisfaction.

1. 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

2. 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).

3.  A young organization starting in 2001,
gone on to become one of the largest
healthcare delivery providers in the
country
 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
Presence
across
~ 18 States
~ 35 Cities

4. Fortis Photos

5. 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.

6. 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

7. Kailash PHOTOS

9. CONTINUED...
• The hospital has been providing services in the fields of:
• Internal Medicine
• Cardiology
• Neuro surgery
• General Surgery
• ENT
• Gynaecology
• Pediatric
• Orthopaedic
• Ophthalmology
• Dental
• Physiotherapy
• Dermatology
• Transfusion Medicine
Internal
Medicine
Cardiology Neuro surgery
ENT Dermatology Physiotherapy
Dental Pediatric Orthopaedic

10. 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
haven’t been using my facilities for some period of time?
• New Movers: How do I attract prospective patients in my
facility’s footprint

11. 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.

12. • 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

13. Privilege card at Kailash hospital
Privilege
card

14. 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

15. 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.

16. Comparative Assessment of Kailash
and Fortis Hospital

17. 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.

18. 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-
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)
Maintenance of loyalty programs.
Measurement
Maintenance of Customer Satisfaction

19. CRM Software
Fortis
• Fortis Operating System
Kailash
• HMS (Hospital Management
System)
• Tally

20. CRM DATA for OPD patients.
Kailash hospital OTP data

21. COMPLAINS/SUGGESTIONS FROM PATIENTS

22. 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

23. 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.

24. Suggestions:
Fortis Kailash
• Highly updated information
should be revealed as such it
does not threatens the
customer.
• Cascading of data should not
happen.
• 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.

25. Thank You
Any Questions?