Transitioning from CRM to Social CRM in the Healthcare Industry

Abstract

As digital technology transforms business practices, the shift from Customer Relationship Management (CRM) to Social CRM is becoming increasingly important in the healthcare industry. This chapter explores the significance of CRM in healthcare, emphasizing its role in building trust between healthcare providers and patients regarding healthcare products. It also examines social media strategies used by various healthcare organizations and the rise of Social CRM (CRM 2.0) as a progressive approach. The chapter assesses the feasibility of integrating social media data into traditional CRM practices to enhance Customer Relationship Management in healthcare. By exploring these dimensions, it hopes to shed light on the strategic importance of embracing Social CRM in healthcare and provide insights into how healthcare organizations can use digital technologies to improve customer engagement and satisfaction.