The Center for Industrial Marketing sets a new tone in Key Clinic and Partner Management
Customer demands are constantly rising, consolidation processes increase and innovative solutions require high profitability ratios. These are all reasons which motivate an organization like Helsana to find new ways to provide healthcare services. For the health care insurer Helsana we transformed the St. Gallen KAM-Concept to a Key Clinic Management approach. An approach that aims directly at the triangle relation patient – hospital – insurer.
Helsana is one of the biggest health insurance companies of Switzerland, as well as one of its richest in tradition. More than 1.9 mio. policy holders receive annual insurance coverage from Helsana and are thereby in a supply chain that is based on complex processes. In order to develop ways of working that are differentiated, goal oriented and customized to the needs of the customers, the insurer came to the Center for Industrial Marketing.
With Helsana we used the in the industry well proven and widely used St. Gallen KAM-Concept based on a best practice approach and adapted it for the health care market. By using the “Key Clinic Management” approach, Helsana set a new tone in the health care market. Because the concept motivates participants of the health care market to provide overarching services, procedures and standards. In a second phase this new form of collaboration has been brought over to additional service providers and is now being managed integrative under the Key Partner Management.
The Key Clinic Management concept is using economic incentives: Better purchasing conditions due to bigger market shares. Service quality, patient satisfaction, new products and services as well as improvements in the operative daily business have been taken into account. Putting the needs and quality for the benefit of the insurer first. The clinics highly profited as service providers through volume effects, predictability, efficient overarching processes and mutual innovative impulses. The Key Clinic Management approach was such a huge success that it was applied throughout the whole supply chain and beyond that integrated into Helsana’s “Key Partner Management”. Today the Key Partner Management approach is being used in all areas. The Center for Industrial Marketing and the University of St. Gallen received an award for their work from the Swissleadership Forum.
|Together with the Center for Industrial Marketing, we managed to apply an established concept of the industry to the health care sector. Together with selected service providers, we were able to generate and add real value for our insured parties.
Peter Graf, Head of service purchasing