DESIGN OF CRM INFORMATION SYSTEM IN THE FIELD OF DENTAL ADMINISTRATION

The article examines the features of optimization and automation of administrative services in dental clinics. Based on the analysis of modern approaches to the management of medical institutions, the main directions for improving the work of administrative personnel have been identified, including the implementation of CRM systems, the use of electronic document management and digital solutions for managing patient data. An important aspect is ensuring high quality administrative services according to key criteria, such as efficiency, accuracy and availability of information. Studies show that the efficiency of the clinic largely depends on the organization of processes related to patient registration, doctor's schedule management, medical data storage and communication with clients. However, numerous challenges arise in the process of work. At the organizational level, the main problems are errors of administrative personnel and insufficient integration of modern technologies. At the technical level, there are problems associated with data transmission delays, software incompatibility or risks of information loss due to technical failures. To solve these problems, integrated management systems have been implemented and existing processes have been improved. At the same time, it is important to maintain a balance between the complexity of the systems and their functionality. Overly complex solutions can create barriers for staff, and overly simple ones may not provide the necessary level of efficiency. The article proposes an approach to the design of administrative services that combines the use of modern technologies, such as CRM systems, patient registration automation and workflow analysis. This allows you to increase management efficiency and ensure high-quality patient care.