Customer Relationship Marketing Practices and their Impact on Patient Satisfaction in the Healthcare Sector

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.