Essay on Market Segmentation and CRM: Challenges Facing Healthcare Orgs

Market segmentation is the act whereby large business markets consisting of potential and existing clients are divided into subgroups based on some common characteristics. Whereas an approach used to monitor the interaction of potential and existing customers in a company is known as customer relationship management. CRM focuses on the growth of sales of a company and on aiming at the retention of the customers. This essay will focus on discussing the critical challenge facing health care organizations and measures to be taken to prevent it.

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Healthcare CRM is a fundamental approach used as a marketing tool for benefactors in that it helps the providers develop a close relationship with their patients and share ideas with them when offering the services. The greatest challenge facing healthcare CRM is cybersecurity (Dunlop, 2019). Healthcare industries have become a significant threat to cybercriminals due to the delicate information of the patients collected by the organization. According to (Hopkins 2017) the information is available in the electronic heal records, the insurance information could be used by the stranger to make appointments of undergoing a costly medical procedure or obtaining expensive medication prescription under the name of the patient without his/her knowledge in which the organization and the patient is held responsible for the bills. To improve the issue of cybersecurity in healthcare organizations, the organization should employ professional informatics who can collect, manage, and protect the data. The informatics should maintain and install anti-virus software's in their systems and establishing a security culture of educating and training its members on the importance of being responsible for the security of patient's data (Majkowski, 2019).

Conclusion

In conclusion, Electronic Health Records (EHRs) contain patients' medical accounts, which may provide sensitive information. Thus network security in hospitals should be emphasized to maintain the patient's records private and thus promoting its growth by continuing proper CRM.

References

Dunlop, P. (2019). Implementation Challenges and Value of Systemic Root Cause Analysis within Fraud, Cybersecurity, and Financial Crime Management (Doctoral dissertation, Utica College). https://www.google.com/search?q=Dunlop%2C+P.+(2019).

Hopkins, J. (2017). Cybersecurity Stat: An Examination of Threats, Postures, and Enforcement in the Healthcare and Public Health Sector (Doctoral dissertation, Utica College). https://www.google.com/search?q=Hopkins%2C+J.+(2017).

Majkowski, G. O. (2019). Healthcare Cybersecurity: Building a Cyber Vulnerability Profile for US Hospitals (Doctoral dissertation, The University of Alabama at Birmingham). https://www.google.com/search?q=Majkowski%2C+G.+O.+(2019).