電子商務顧客關係管理在醫療行銷的運用

E-Commerce in Health Care: What E-mails Work in Customer Relationship Management

許偉信(Wei-Shin Hsu) ； 蔡檜興(Kuai-Hsing Tsai)

《醫務管理期刊》 2卷4期 (2001/12) Pp. 18-25

https://doi.org/10.6174/JHM2001.2(4).18

摘要

面對一連串的健保緊縮政策，醫療院所採取的對策是擴大服務量，因此如何創造、維繋興強化和顧客興院內相關人員之間的關係，進而創造顧客忠誠度，成為今日醫療院所生存況競爭的關鍵因素。
顧客關係管理(CRM)是為了贏取新顧客、要鞏固既有顧客關係，以及增進顧客利潤貢獻度，而透過不斷的溝通以瞭解並影響顧客行為的方法。隨著網際網路的興起，傳統的醫病關係正快速瓦解，醫療業亟思導入個人化CRM機制之可行性。因此，可以鞏固並維持現有的顧客、贏得新的顧客及提升顧客對於醫療院所的獲利貢獻程度的「顧客關係管理」將是醫療院所永續經營最需建立的核心競爭力。
電子商務顧客關係管理的建置動輒數百萬至數千萬元，相對於顧客關係管理的龐大投資，電子長郵件行銷顯得成本低廉且簡單容易，更是處理e世代顧客關係的好工具，如何妥善運用比傅統行銷工具更快、更好、更便宜，而且能讓醫療院所興顧客建立起一對一行銷的虛擬新武器，將成為目前醫療院所建立電子商務顧客關係管理行銷通路的最佳選擇。

關鍵字

雷子商務 ； 顧客關係管理 ； 醫療行銷 ； 雷子郵件行銷

並列摘要

The cost pressure imposed by the National Health Insurance has been challenging health care providers to run a business. Almost every health care leader struggles with how to build the long-term relationship with customers, one way critical to general business success.
The concept of Customer Relationship Management (CRM) has been gradually accepted in health care industry these years. CRM emphasizes customer retention, or how to keep customers over a long time. In other words, the buyers and sellers have become interdependent. And health care providers make their marketing efforts in crating programs to achieve higher customer satisfaction and long-term customer loyalty.
The term E-commerce refers to the use of electronic technologies to conduct business transaction among buyers, sellers, and (or) other trading partners. In the health care industry, E-commerce has become the new paradigm to provide potential added value to health care organizations' business goals and to improve services for their customer as well. In addition to introducing the concept of E-commerce, this article specifies e-mails, which are characterized as the quick-speed, easy-use and low-cost electronic technology, for expanding the dream of customer relationship management in the health care marketing.

並列關鍵字

E-commerce ； Customer relationship management ； Health care marketing ； E-mail marketing