Illinois hospital using Web to build database for relationship marketing.
Silver Cross Hospital and Medical Centers, Joliet, Ill., is promoting its Web site as a tool for gathering health information about patients and prospective patients in order to build a relationship marketing database. The database will enable the hospital to identify health care needs of consumers in Joliet, Will County and many southwestern suburbs of Chicago. The Web site is promoted in a multimedia advertising campaign that invites residents to participate in a Healthy Living Quiz that rewards respondents with free health screenings. The effort is part of a growing planning and marketing strategy in the health care industry called customer relationship management (CRM). Not only does a total CRM plan offer health care organizations the chance to discover the potential for meeting consumers' needs; it also helps find any marketplace gaps that may exist.
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D003625:Data Collection / Q000379:methods; D006788:Hospitals, Voluntary / Q000458:organization & administration*; D007087:Illinois; D020407:Internet / Q000706:statistics & numerical data*; D008389:Marketing of Health Services / Q000379:methods* / Q000458:organization & administration