Question

Briefly discuss why developing customer loyalty and relationship marketing have become important in healthcare.

please answer the question from essentials of healthcare marketing book 4th edition

Answer 1

Customer loyalty becomes very important in healthcare due to several reasons:

1. Customer loyalty means more referrals: If a patient has a good experience, he/she is going to talk about it with his colleagues, family member, and friends. In another way, you can say it’s a mouth to mouth marketing which may help to attract more patients.
2. Repeated transaction: Building customer loyalty has very important because it helps to provide more business to your organization. If the customer is loyal to you he/she will use service again if they are happy with your services.
3. Increase productivity: Loyalty will help to increase the productivity in healthcare.
4. Word of mouth marketing: Loyalty helps to build your image in the market with word of mouth marketing. The loyal customer always shares feedback about your services with his friends, family member etc. So it will help to increase your business as well.

Relationship marketing becomes very important in healthcare due to several reasons:

1. In the healthcare industry earning a profit is not be the major goal. The major goal is to build the relationship between doctor and patient. So that patient can easily explain all the details to their concern doctor.
2. Helps to build customer loyalty in the healthcare industry.
3. Relationship marketing is helping to build goodwill of the organization by providing better treatment to their patients.
4. Relationship marketing is also helping to retain old patients.