Abstract:
Customer Relationship Marketing (CRM) has emerged as a critical strategy in healthcare, shifting the focus
from episodic treatment to long-term patient engagement. This study examines how CRM practices—such as personalized communication, empathetic staff interactions, and feedback systems influence patient
satisfaction, loyalty, and advocacy. A survey of 150 patients across selected hospitals in Chennai was
conducted, and data were analyzed using percentage distributions. Findings reveal high overall satisfaction
(80% rated care 8–10) but identify operational challenges like waiting times (45%) and inconsistent
communication (35%). Only 38% of respondents felt personally recognized by staff, highlighting a gap in
relational care. Recommendations include enhancing multi-channel communication, reducing delays through
queue-management systems, and training staff in empathetic service delivery. Implementing robust CRM
frameworks can transform healthcare experiences, building trust and fostering sustainable provider-patient
relationships.
