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Contents

Task 1......................................................................................................................... 2
1. Explanation on the concept of knowledge management and its roles in
relationship marketing for KPJ healthcare Berhad......................................................2
2. Explanation on the ways that ICT can support the customer relationship
management process in the KPJ healthcare Berhad...................................................4
3. Description of the benefits of customer relationship management in the KPJ
Healthcare Berhad...................................................................................................... 5
4. Make recommendation for the improvement in customer relationship
management for KPJ Healthcare Berhad....................................................................7
Task 2......................................................................................................................... 8
1. Carry out a stakeholder analysis for Consumer Association of Penang (CAP) and
Hospital Raja Permaisuri Bainun.................................................................................8
2. Describe the nature of the relationships with customers within Consumer
Association of Penang and Hospital Raja Permaisuri Bainun....................................12
3. Compare methods used in marketing within the KPJ Healthcare Berhad, Hospital
Raja Permaisuri Bainun and Consumer Association of Penang (CAP).......................13
4. Explain the key issues involved in marketing in Rural Transformation Centre
(RTCs) as a virtual organization................................................................................ 16

Task 1
1. Explanation on the concept of knowledge management and its roles
in relationship marketing for KPJ healthcare Berhad.
According to Groof and Jones (2003), there are three important concept of
knowledge management which are data, information and knowledge. The
data is raw and without connection and can exist in any structure, usable or
not. For example, numbers in a spreadsheet are data. As in KPJ Healthcare
Berhad, of course there will be the collection of data of their patients. While
information is the data that has been given meaning. Usually the
spreadsheets have been used to create the information from all the collection
data that has been collected. After the data of the patients been collected,
the KPJ Healthcare Berhad will create the data transform to the information
form. Then third of the concept is knowledge which all the information will be
combined. The information of the patients will combined with understanding
then enables action.
These knowledge management also divided to two main types of knowledge
which are explicit and tacit knowledge. Explicit knowledge is academic
knowledge or know-what that is described in formal language, print or
electronic media, often based on established work processes, use people-todocuments approach. In the KPJ Healthcare Berhad, they also applied these
explicit knowledge. There will be a trainer that may not have conducted webbased training before, but based on what the trainer has read and heard from
others, he or she may know the exact sequencing of steps to log in to the
Web session and conduct the training.
Tacit knowledge is practical, action-oriented knowledge or know-how based
on practice, acquired by personal experience, seldom expressed openly, often
resembles intuition. Personal experience is a tacit knowledge. However, when
the person documents the experiences then it will becomes explicit
knowledge. In KPJ Healthcare Berhad, the company make a training doctors
to become specialists and smart partnership. Training doctors to become
specialist is one of the biggest health conglomerates in the county, KPJ

Healthcare Berhad will tap on the skills of its specialist as it expands into the
postgraduate training of doctors. Through this program, the nurses will be
trained for its own specialist hospitals as well as other hospitals in the
country. Prof Lokman said that about 600 places are offered under the
postgraduate

clinical

specialist

programmed

at

Universiti

Kebangsaan

Malaysia (UKM), Universiti Malaya and Universiti Sains Malaysia. Univeristi


Putra Malaysia, the International Islamic University Malaysia and Unibersiti
Teknologi MARA have also started offering the specialist training. (KPJ in the
News, 2012).
Furthermore, through smart partnership program, KPJ Healthcare Berhad
will

collaborate

with

UKM

in

order

to

implement

the

postgraduate

programme. This also one of tacit knowledge that has been done in KPJ
Healthcare Berhad. They will execute the UKM educational modules but with
the innovation and delivery methods that suit them. By this, the training of
these doctors will be like an apprenticeship, which is one-to-one basis. (KPJ in
the News, 2012). These specialists will assess their students skills and
knowledge. This showed one of the excellent example of a smart partnership
between public and private higher education institutions in order to deliver an
innovative specialist training programme.

2. Explanation on the ways that ICT can support the customer


relationship management process in the KPJ healthcare Berhad

KPJ Healthcare Berhad has implemented Microsofts Office 365 and cloud
solutions in order to upgrade and modernize its overall IT infrastructure. (KPJ
Healthcare streamlines IT ops with Office 365, 2013). The company used
these IT by standardization of Office support for in-ward applications and all
the KPJs data center was set up on Microsoft rivals platform to host its
Hospital Information Technology System and Clinical Information System. By
using Microsofts Office 365 and cloud solution in KPJ, its become more
comprehensive, easy to deploy solution and its will comes with long term
customer support.
Through

this

implementation,

KPJ

Healthcare

Berhad

able

to

make

standardization of its email systems to the cloud-based Office 365 for the
both IT support team and also the hospital staff end-users. This will make KPJ
Healthcare Berhad easier to manage their customers and at the same time
create a good relationship with the customers as well. In 2014, KPJ Healthcare
has been awarded for Excellence in Healthcare IT Implementation. (C21
Editorial, 2014)
Apart from that, KPJ Healthcare Berhad has introduced The Electronic Medical
Record

Archiving

System

that

builds

on

the

Electronic

Document

Management System to efficiently save scanned images. Through this


framework, the specialists don't have to sit tight for paper records to be sent
to their facilities and access these archives anyplace and whenever.
Then, cloud computing, presented in an industry spearheading move in 2014,
guarantees that patient information is kept up significantly all the more
safely, proficiently and adequately. The launch of the case mix system at the
KPJ Johor Specialist Hospital and Puteri Specialist Hospital in June 2014,

further enhance productivity and quality of care, empowering tolerant


grouping as per their own clinical requirements rather than by their ailment.
PLAYSTORE APPLICATION
3. Description of the benefits of customer relationship management in
the KPJ Healthcare Berhad
Customer Relationship Management (CRM) has been recognized since the
mid of 1990s and there are many industries or companies experiencing
increased demand from their customers for higher quality and less fuzzy
access to service. It should be a successful CRM if the company able to meets
the business objectives such as customer acquisition, customer retention,
customer satisfaction, customer loyalty, better customer service or any
objectives set by the company.

One of the benefits of CRM toward KPJ Healthcare Berhad is improved


customer experience toward the hospital. Through the CRM, patients are
more easily and precisely segmented, their requirements identified, and
because the status of a KPJ Healthcare Berhads relationship with them is
accurately tracked. Other than that, KPJ Healthcare Berhad also can interact
with them definitely at the right times, leading to more sales, faster sales and
higher customer retention and satisfaction. CRM will empower the clinic to
send the right message to the right individuals at the perfect time, in this
manner permitting them to take better care of their wellbeing. These
additionally can help client devotion. With respect to illustration, KPJ
Healthcare Berhad can send ladies turning 40 a suggestion to get a
mammography. In the meantime, KPJ Healthcare Berhad can offer a incentive,
for example, a markdown coupon to a spa.

Second, through CRM, its also give benefits in term of by improves the
bottom line of the company. A CRM allowed the KPJ to focus on their efforts
on the most profitable customers (patients or doctors) and individuals who

"resemble" hospital most productive clients. For example, in the event that
the hospital are doing an advancement for prostate screenings, CRM will
allow KPJ to target men who not just are well on the way to require these
services, however will likewise be more gainful clients for KPJ. CRM
additionally can enhance KPJ bottom line by bringing down the marketing
cost. Since KPJ know the best individuals to market to, what to market to
them, and which interchanges channels to utilize, the company don't need to
spend through cash promoting to others.
Furthermore, the other benefits of CRM is able create a good collaboration.
Through the CRM, KPJ Healthcare Berhad able to move away from tools such
as spreadsheets which will appear to be entirely functional but fall short in
variety of areas. One of the biggest collaboration is even in a small
organization, the entire customer lifecycle is typically too complex to be
managed effectively by one person. As in KPJ Healthcare Berhad itself, the
company is using cloud-based CRM platforms that will allows for the
employees in multiple departments to be more effectively manage their
customer relationships and also to see the big picture at any time.

Lastly, through CRM, it also can help the company to achieve their goals by
making improvement of the health of community. This might appear to be
unreasonable, since the company might be decreasing the quantity of
individuals to whom they are target. However, consider it,Through focusing
on, the company is sending their messages to the general population who
most need the services. Enhancing the main issue will free up assets for
charity care and different activities to help the company better serve to the
entire group.

4. Make recommendation for the improvement in customer relationship


management for KPJ Healthcare Berhad.
In order to make an improvement in customer relationship management for
KPJ Healthcare Berhad, the company should make the CRM system easy to
use for their employees. According to Nikolaus Kimla, CEO of Pipelinersales,
he said that research the potential CRM ROI for every concerned employee
and department before CRM purchase. (Schiff, 2014). All the employees in KPJ
Healthcare Berhad should know how to use the CRM system. The company
itself need to find out what each of their employees really want from CRM,
and what it needs to do for them as well. The implementation of CRM could
be difficult to be done if the KPJ unable to guide their employees on how to
use the CRM system. Its also very important for KPJ to customize the CRM
system in order to make the CRM is fit with the needs of all their employees
and also the consumer.
Second, the data of CRM system should be updated or up to date. The CRM
that used by KPJ Healthcare Berhad should have a consistent process in order
for updating and managing the patient data. There will be difficulties to get
all the sales representative in order to enter the customer information every
time they are working on a deal. However, the KPJ Healthcare Berhad can
provide an easy-to-use application that will ensure the genuine data is
collected every time. The KPJ itself also need to spend the time and money
for keeping the data of their customers fresh, clean and up to date.
Furthermore, a great spot to begin is to execute procedures to anticipate and

evacuate copy records, affixing and cleaning information with redesigned


firmographic variables and keeping email addresses clean and flagged when
they are observed to be invalid. (Schiff, 2014).
Apart from that, the other improvement that can be made is by doing the
collaboration with other social media. KPJ Healthcare Berhad can make an
integration on their CRM with the social medial platforms such as Facebook,
Twitter and else. Through these collaboration, it will allows users to insert a
new contacts email address and detect virtually every social media profile
related to the email address. With access to these social media profiles, KPJ
can see where their leads and contacts frequently post. Through these
improvements, the KPJ Healthcare Berhad should be able used the CRM
system better and lead to good performance of the hospital.
Task 2
1. Carry out a stakeholder analysis for Consumer Association of Penang
(CAP) and Hospital Raja Permaisuri Bainun
Stakeholder analysis is the technique used to identify the key people who
have to be won over. According to Freeman (1984), a stakeholder is any
person or organization who can be positively or negatively impacted by, or
cause an impact on the action of a company. The importance of using
stakeholder analysis is to identify the environment of the company, identify
stakeholders success criteria, assess how those stakeholders could be
impacted or impact upon the organization and else.
The Consumer Association of Penang will organized a campaign named as
CAP Bicycle Campaign for the consumer. The purpose of these campaign is to
promote cycling and encourage the people to commute by bicycle and at the
same time the Government can implement policies that benefit cyclists. (How
Government can promote cycling, 2012). Therefore, in order to implement
the campaign to be successful done, the stakeholders that will involve are the
Government, department of environment of Penang, Ministry of Domestic
Trade of Penang, Co-operatives and consumerism of Penang.

LOW

POWER

LOW

HIGH

LEVEL OF INTEREST
HIGH

A (Minimal effort)

B(Keep informed)

->Contributors

->Participants

C(Keep satisfied)

D(Key players)
->Department

of

environment of Penang
Ministry of Domestic Trade
of Penang
->Co-operatives

&

consumerism of Penang
->Government
Based on the figure, most of the stakeholders are become the key players of
the strategy been done. These stakeholders have a high power and high level
of interest. Since the campaign was the collaboration among the CAP with
Department of Environment, Ministry of Domestic Trade and Co- operatives
and consumerism, of course they have their own power for managed the
campaign. These stakeholders were the organizer of the campaign in
conjunction with World Environment Day on 15 July 2012 at Kepala Batas,
Penang. Apart from that, these stakeholders have high level of interest
toward the campaign because they realize the benefits of these campaign to
the participants and also the community. Cycling is good for health and its
can reduces death risks. Through cycling, the organizer also realize that these
can take good care of the environmental that lead healthy consumer.
Then, the participants of the campaign were categorized as in B (keep
informed) which they have a low power and high level of interest. The
participation was free and open to the public that interested to join with. The
participants have low power because they did not have any power toward the
campaign either to decide to manage the campaign. They only the person
who got interested with the campaign since the campaign will be the
movement for good health and environmental and economic sustainability.

Furthermore, these participants also will get many benefits from the
campaign and its free of charge.
Lastly is the contributors toward CAP. These contributors are the donor that
sincerely donate to CAP in term of monetary or work force. They can be
categorized in A (minimal effort) which has low power and low level of
interest. Since the contributors are not fix every time which they are from
different person, of course they did not have high power toward the
campaign. They will be just agree with the strategy as long as the strategy
will give the benefits toward the community. The level of interest also will be
low because they did not very interested with the strategy since they are just
giving the donation sincerely.

Hospital Raja Permaisuri Bainun has involved with one new strategy named
EKSA (Ekosistem Kondusif Sektor Awan). The EKSA able has taken initiatives
to improve the implementation of 5S practices which now rebranded to
Ekosistem Kondusif Sektor Awam (EKSA). This step is in line with efforts to
strengthen the organizational culture of high performance and innovative
among the public sector agencies through provision of environment, culture
and values which become the practices among all the public sector agencies.
(Pauzi, 2015).
In these strategy, there will be stakeholders that will involve in. Y.M Dato Dr.
Raja Lope Ahmad bin Raja Ariffin is the director of HRPB will have high power
and high level of interest. Others than that, the other stakeholder are the
community, patients, government, employees and board of director.

LOW

LEVEL OF INTEREST
HIGH

LOW

A (Minimal effort)

B(Keep informed)

POWER

->Patients
->Employees
HIGH

C(Keep satisfied)

D(Key players)

->Government

->Director
->Board of director

Based on the table, the director is the key player that has high power and
high level of interest toward the strategy that has been implemented. The
director is play the important roles for deciding the implementation of EKSA.
If the director did not agree with the implementation of the EKSA, it cannot
be done but if he agree with that implementation then the EKSA can be done
for HRPB. Then the level of interest also high because he will one of the
stakeholder that interested to do the implementation of EKSA. These EKSA
will give the benefits toward the hospital itself which able to increase the
corporate image of the hospital that will bring to the good quality of the
hospital.
Then, the board of director also the key player that have a high power and
high level of interest toward the implementation of EKSA in HRPB. The board
of director will become the important person in the organization of hospital
since they will be the supportive for the director. In the meeting, these board
of director will give the suggestion and make a decision together with the
director. Of course the board of director have a high level of interest toward
the implementation of EKSA since they will the one who implement the
strategy in the hospital. Through the implementation of EKSA, its will create
creativity and innovation of activity and also encourage the practice of Go
Green.
While the government is categorized as keep satisfied that has a high power
and low level of interest. Since the HRPB is based on the government, the
government has high power toward the hospital. The government has
provided the financial for the hospital that owned by the government. When
the governfment ask all the government hospital to implement the EKSA,

then these government hospital should follow the instruction given. However,
the level of interest is low because the government is not the one that will
arrange the implementation but the government only give the order.
The patients and the employees of HRPB categorized in B (keep informed)
which they have low power but high level of interest. The patients as the
consumer of the hospital and of course they want the best service by the
hospital. Through the EKSA, the arrangement and facilities in the hospital will
be better that can serve the patients with high satisfaction. Then the
employees will be the person who make sure the implementation of EKSA
clearly be done. But they did not have high power to against these
implementation.

2. Describe the nature of the relationships with customers within


Consumer Association of Penang and Hospital Raja Permaisuri
Bainun
Consumer Association of Penang has create a good nature of relationship with
their customers through organizing an Urban Garden Training with whom
that keen in practicing own gardening as well. (Urban Garden Training, 2016).
The training was held on 12 th March 2016 at CAP office in Penang. In these
training, CAP has made the demonstration on converting the kitchen waste
into compost, pot mixture and techniques of growing vegetables. The CAP will
be together with the consumers that interested to join the training which its
enable CAP to create a network besides of creating good relationship with the

community. Apart from that, these Urban Garden Training also beneficial
toward the environmental and the public itself. It is vital for sustainable
agriculture.
According to the Malaysian Insider, one of the participant that lives in a
double storey terrace home practice the Urban Garden Training even
though his home has limited space. His vegetables are all organic, which are
using only compost to fertilize them. Through these training, its become one
of source of income since he needs to bear his nine children. Furthermore, he
said that in a day its can save RM15 which is about RM400 a month on food.
Therefore, CAP has create the awareness toward the community and at the
same time CAP able to make a good relationship with the consumer.
Hospital Raja Permaisuri Bainun collaborate with Perbadanan Pembangunan
Pertanian Negeri Perak (PPPNP) organize a campaign named as Kempen
Derma Darah (Hospital Raja Permaisuri Bainun Hargai Sokongan PPPNP,
2012).Through these campaign, the hospital can increase the health
awareness among the consumer and at the same time these will promote the
image of the hospital. Apart from that, the hospital also make an exhibition
and medical checkup toward the workers of PPPNP. The program also saw the
attitude of high concern among employees of PPPNP when a corporation had
been received very encouraging. Its also create a good relationship with the
public that participate with the campaign.

3. Compare methods used in marketing within the KPJ Healthcare


Berhad, Hospital Raja Permaisuri Bainun and Consumer Association
of Penang (CAP)

Product

KPJ Healthcare
Berhad

Hospital Raja
Permaisuri Bainun

-High-tech
equipment
(Innovative clinical
& communications

-Health service
-Medical check-up
-Specialist Clinic
Complex

Consumer
Association of
Penang (CAP)
-Focus on
household, children,
women, men
-Provide information

Price

Place

Promotio
n

Physical

technology)
-Fully equipped
with various
facilities, 25
hospitals in
Malaysia, 2 in
Indonesia, 1 in
Thailand and 1 in
Bangladesh
-KPJ University
College

-Daily Care
Complex
-990 beds, 16
operation halls

to consumer
- CAP Money tips
- CAP health tips
- CAP household tips
- CAP food tips
- CAP green tips

High
(Super deluxe
class, private class,
cubical class
-The hospital that
operate in
Malaysia,
Indonesia, Thailand
& Bangladesh
-Health tourism
-KPJ Facebook
-Joint venture with
Touch N Go Sdn
Bhd by offering a
15% discount on
Executive
Screening Packages
to all Touch Ns Go
cardholders.
-Joint program with
SOCSO which all
workers aged 40 &
above who
contribute to the
national social
security
organization will be
entitled to free
health screening.
-Attract
shareholders by
offering discount
-Promote medical
colleges
-Annual report

-Control by
government
-Free medicines

-Non monetary
incentives

-Official website

-Official website

-Word of mouth
because the
patients who come
to a hospital
generally have the
old patients of that
hospital as
referrals.

-Media such as
newspapers,
magazines & journal
-Press release

-Employee dress

-Report from media

evidence

-Award,
infrastructure, logo,

Process

Outpatient(meeting
doctor at appointed
time->diagnosis>treatment>simple
medication) ,
inpatient
-Stakeholders,
employees,
customers
-11,626 employees

People

-Emergency room
-Hospital counter
-Medical records
management
-Award certificate
MS ISO 9001
-Baby-friendly
hospital
Inpatient (Joining
phase->the
intensive
consumption
phase>detachment
phase)

Employees,
doctors, nurses,
supporting staff

-Volunteers
-Patients, clients,
customers,
prospective patients,
providers, staff,
management

Based on the product, these organization have some same product and

also

differ a little. The KPJ Healthcare Berhad is one of private organization which
is Malaysias leading private healthcare service provider. These organization
has high technology equipment and mostly they provide an innovative
clinical and communications technology. Its fully equipped with various
facilities. KPJ has 25 hospitals in Malaysia, 2 in Indonesia, 1 in Thailand and 1
in Bangladesh. KPJ also offered the KPJ University College. Then, Hospital Raja
Permaisuri Bainun (HRPB) is one of the government sector organization and
categorized as Malaysias Ministry of Healths third largest hospital after
Hospital Kuala Lumpur and Hospital Pulau Pinang. This hospital is offering
health service and also medical check-up. Its facilities are concluded with
specialist clinic complex, daily care complex with 990 beds and 16 operation
halls. While the Consumer Association of Penang (CAP) is non-profit
organization that offering on the household children, women and men. CAP is
more to the consumer benefits and they will take good care the consumer.
Apart from that, CAP also provide the information to consumer about the
money tips, health tips, household tips, food tips and green tips.

In term of price, these three organization have different type


of prices. For KPJ, since its categorized as private sector, the
price will be higher rather than others. This sector offered
super deluxe class, private class, and also cubical class.
There also different price for surgery in every specialist
problem based on figure below.

While for HRPB, the price is control by the government. Usually


the patients only need to pay for RM1 in order to use the
service offered by the hospital. However, the medicines

provided by the hospital is free. Then, CAP did not fix their
price

since

organization

they
is

not

are

non-monetary

based

on

the

incentives.

profit

but

These

they

are

volunteering to help the community.

4. Explain the key issues involved in marketing in Rural Transformation


Centre (RTCs) as a virtual organization

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