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Related Experiment Videos

Marketing by managing relationships.

R S MacStravic

    Health Progress (Saint Louis, Mo.)
    |September 7, 1984
    PubMed
    Summary
    This summary is machine-generated.

    Hospitals must manage patient relationships to ensure stable utilization and profitability. Implementing strategies like tailored services and loyalty programs can build a loyal patient base for sustained success.

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    Starting with results.

    Health care strategic management·1992

    Area of Science:

    • Healthcare Management
    • Marketing Strategy
    • Patient Relations

    Background:

    • Increasing competition and funding challenges necessitate strategic approaches for hospital financial viability.
    • Prospective payment models heighten sensitivity to patient volume, making stable profitability dependent on consistent utilization.
    • Establishing a loyal patient base is crucial for ensuring steady patient flow and long-term financial health.

    Purpose of the Study:

    • To outline effective marketing strategies for hospitals to build and maintain patient loyalty.
    • To identify key approaches for managing relationships between healthcare providers and consumers.
    • To explore the types of patient loyalty and how hospitals can foster them.

    Main Methods:

    • The study proposes four core marketing strategies: focusing on essential services, customizing offerings, augmenting services with amenities, and utilizing price incentives.

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  • It categorizes patient loyalty into four types: service, provider, family, and organizational loyalty.
  • Hospitals are advised to cultivate one or more of these loyalty types.

    • Main Results:

    • Four marketing strategies are presented to build a loyal patient clientele.
    • Four distinct types of patient loyalty are identified: service, provider, family, and organizational.
    • Fostering specific types of loyalty can lead to increased patient utilization and financial stability.

    Conclusions:

    • Effective marketing, defined as relationship management, is essential for hospital success in a competitive environment.
    • Hospitals should strategically implement tailored services and loyalty programs to cultivate patient allegiance.
    • Focusing on developing various forms of patient loyalty is key to ensuring sustained patient volume and fiscal viability.