Customer Relationship Management

This article discusses how social CRM and web-based social networking influence the administration conveyance in medicinal services. It highlights the benefits of adopting CRM 2.0 and social media in healthcare systems. The article also touches on ethical issues and precautions that healthcare systems should take with sensitive medical information.

Running Head: CUSTOMER RELATIONSHIP MANAGEMENT 1
Customer Relationship Management
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CUSTOMER RELATIONSHIP MANAGEMENT 2
CRM in Healthcare
A customer relationship management (CRM) is a system of how a firm relates to its
existing and potential customers. The arrival of web 2.0 has brought with it a wave of
improvement, for example, the emergence of social media platforms like Facebook, Twitter, and
Snapchat (Cash, 2012). The key feature of CRM 2.0 is its social nature, the ability to combine
web-based social networking and interpersonal organizations to give new methodologies that
surpass the more seasoned CRM. For instance, the older CRM used a more individualistic
approach- form customer to customer or business while CRM 2.0 provides a more sophisticated
angle of social networks allowing interactions across the board even including potential
customers. The emergence of ICT in healthcare systems has been as robust as in all the other
industries. Healthcare involves a one-on-one interaction with their customers [patients]. They
major in value creation. They use internet technology, database management systems and
modern network infrastructure to influence health care practice and administration. Their ability
to incorporate social CRM allows them to generate content from both healthcare and the patients.
Social CRM allows the patient services such as openness of medical record and better
healthcare-patient relationship.
The focal point of this paper is to see how web-based social networking and social CRM
influence the administration conveyance in medicinal services. As indicated by Trusov et al.
(2009), online client created content on social sites can advance item reception. Additionally,
aggregate user-generated content can be used in marketing (Tucker and Zhang 2011,
Oestreicher-Singer & Sundararajan 2012). Healthcare systems can better target their patients
using their data for better value creation. Hospitals collect a vast amount of data from their social
media sites. Their ability to collect this content shows their close external relationship with

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individual patients according to Miller and Tucker (2013). In their study, Miller and Tucker
found out that hospital that has a high patient: staff proportion create a high client produced
content on a dynamic online networking administration, however doctor's facilities with a low
staff: quiet proportion produce a high client created content under a latent web-based social
networking administration. This implies steady administration of online networking tends to
prompt a lift in client produced content. Hawn (2009) supports healing facilities on the
significance of web-based social networking for patients to share data and restorative experts
imparting data to their patients. In like manner, Orsini (2010) underlines the selection of online
networking by social insurance associations to speak with their customers. By adopting the new
CRM 2.0 and social media, hospitals and other healthcare organizations are able to provide the
best services for their customers (Tartaraj & Ervin, 2015).
With the introduction of social CRM, 84% of adults are going online to get medical
information for a better conversation with their doctors Harris Interactive (2007). This raises the
question of ethical issues in regards to social CRM like misappropriation of information, but, the
HIPAA has set up a list of guidelines and penalties for doctors. That is why healthcare systems
that have allowed social CRM should take precautions with this given the sensitive nature of
medical information of individuals.

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References
Cash, M (2012). Social media influence on evolving health care marketing communication.
Theses and Dissertations. 498. Retrieved from http://rdw.rowan.edu/etd/498
Greenberg, P (2009). CRM at the Speed of Light: CRM 2.0 Strategies, Tools, and Techniques for
Engaging Your Customers. 4th ed. (n.d).
Miller, A. R., & Tucker, C. (2012). Active Social Media Management: The Case of Health Care.
Million Nationwide. Retrieved from http://ssrn.com/abstract=1984973
Tartaraj, A, & Ervin, M. (2015). Healthcare Internet Marketing in Albania. Interdisciplinary
Journal of Research and Development. Vol (II), No.1, 2