[Healthcare patient loyalty]

Area of Science:

• Healthcare Management
• Marketing in Healthcare
• Health Services Administration

Background:

• The shift from a product-centric 'old economy' to a service-oriented 'new economy'.
• Healthcare systems evolving towards patient-centered models with regional management and inter-hospital competition.
• The increasing importance of information management and service usability in healthcare delivery.

Purpose of the Study:

• To explore the strategic implications of the 'new economy' on healthcare service delivery.
• To analyze the role of marketing in patient retention and customer equity within the health sector.
• To examine various customer loyalty strategies employed by healthcare providers.

Main Methods:

• Conceptual analysis of economic models applied to healthcare.
• Review of marketing principles and their application to patient relationship management.
• Exploration of customer equity and loyalty program frameworks.

Main Results:

• Healthcare is increasingly focused on recognizing individual patient needs and managing information effectively.
• Patient retention is more cost-effective than acquisition, emphasizing the importance of patient satisfaction.
• Customer equity, encompassing value, brand, and relationship equity, is a key metric for healthcare providers.
• Diverse marketing activities are utilized to foster patient loyalty, with varying levels of investment.

Conclusions:

• The 'new economy' paradigm necessitates a patient-centric approach in healthcare, moving beyond standardization.
• Effective patient relationship management and loyalty programs are crucial for long-term success and value creation in competitive healthcare markets.
• Healthcare organizations must strategically invest in marketing and loyalty initiatives tailored to their resources and objectives.