現今醫療機構面臨嚴峻且多變的經營環境,如何穩固客源並開發新顧客,對於經營管理者是一項艱鉅的挑戰,也是未來的經營焦點。顧客關係管理(Customer Relationship Management,CRM)的概念近來日漸風行,因為CRM強調確實掌握顧客的需求與消費行為,同時注重對個別顧客的關懷,其主要的訴求是以最經濟的方法獲取顧客的忠誠度與終身價值。 本研究係由介紹CRM開始,進而由文獻探討CRM在醫療服務業的適用性及其障礙。結果發現CRM的特性與優勢能吻合醫療服務業的特質與需求,並具有提昇醫療保健效果與降低醫療浪費的潛力。然而,醫療機構要運用CRM會遭遇三種障礙,分別為:醫療資訊系統的限制、病人隱私權的認定界線、誘發醫療浪費的疑慮;醫療資訊系統的限制是具體的管理面與技術面的障礙,其他兩種則較屬於道德或政策層面的挑戰。 在導入CRM時,我們建議醫療機構須修改傳統CRM的顧客標的、目標、需要與需求的擬定、終身價值、資料蒐集、隱密性與安全性以及投資回報期等特質與內容,以免使CRM的效能受限或者與醫療服務業的特性衝突。
Today healthcare settings face severe and turbulent circumstances. It is a challenge and a future focus for managers to use efficient strategies and tactics to retaine customers and increase new customers. The concept of ”Customer Relationship Management (CRM)” has gather its popularity recently, because CRM can get customers' loyalty in the most economical way by understanding and satisfying the demands of each customer. This research is to find out the applicability and obstacles of CRM in healthcare services. The finding is that CRM fits the criteria and demands of healthcare services. Besides, CRM has the potential of promoting healthcare effectiveness and lowering the healthcare expenses. However, the healthcare setting will encounter three obstacles in adopting CRM: the restraint of healthcare information system, the recognition boundary of patients' privacy, and the concern of inducing healthcare utilization. The first one- the restraint of healthcare information system-is involved with the managerial and technical obstacles; the rest of the two are facing the ethical or policy challenges. In order to prevent that CRM will not function properly and will not fit into the healthcare organization, we suggest that healthcare setting modify the objectives, goal, the planning of needs and demands, lifetime value, data collection, privacy and safety and investment payback duration of the traditional CRM.