Question

(Marketing in Healthcare)

If you were a consultant to a physician medical group that specialized in primary care, describe a strategy that you would recommend to the medical group for developing customer loyalty. Provide your rationale.

Answer 1

Strategy should be based on kind of service and the target segmentation. For eg: If the primary care is providing service for kids or childrens then thei customer loyalty program should be design based on the requirement. In normal primaryc care center the strategy for customer loyalty should be based on mutual benefits.

It should encourage customers to follow the medicare practices and suggestions provided by physicians.

• Those who Go to all scheduled sessions and completing their plans of care
• Completing all their allocated or suggested home-exercise programs
• Showing up to all medicare appointments on time
• Providing new leads of customers to the medicare programs.

Thus customer loyalty programs in the form of providing free wallet parking space, pre appointment booking, discounts on followup checkup appoinments and discounts rates and homedelivery for medicines, additional bonus points can be given to customer who provide leads for new customers and later on they can redeem those points as cash discounts.