CRM Study On Patient Loyalty From CPM Examines Benefits
December 19, 2007
CPM Marketing Group, a Customer Relationship Management vendor for healthcare, has released a white paper on its Patient Loyalty Study. This paper "explores CPM's loyalty study and the benefits of identifying and measuring loyalty within a healthcare organization," according to the CPMians.
Measuring patient loyalty can help determine a particular marketing campaign's impact on an individual's future behavior. Increased loyalty, so the thinking goes, equates to a hospital's likelihood of retaining an existing or prospective patient. Therefore, long-term viability of any business lies in the retention of its customers. "Once a relationship is developed, patient loyalty is achieved, thus, capturing a higher percentage of the individual's lifetime value over time," CPM officials say.
CPM, in association with leading experts in market research, sought to create a loyalty index for its customers. Key components of the survey included, awareness, brand equity, perceptions of the organization, hospital choice and likelihood to recommend.
To that end, then, information gathered through a loyalty questionnaire was administered to individuals who have been contacted as part of a hospital's Customer Relationship Management program and its associated control group, who have never received CRM communications. The results for both groups were computed and cross referenced to determine the program's effect on loyalty.
CPM Marketing Group is headquartered in Madison, Wisconsin and works the database development, intelligent healthcare marketing systems and predictive market segmentation side of the CRM street.
Last June CPM named Linda Brei as vice president, customer services. Brei recently joined the staff of CPM and has assumed leadership of CPM's account management, creative services and printing departments.
She has a background in healthcare, customer relationship building and professional services marketing. In addition, her position as a former senior administrator at University of Wisconsin Hospital and Clinics provides CPM a unique look into the challenges of operating in today's healthcare environment.
David Sims is a contributing editor for TMCnet. To see more of his articles, please visit his columnist page.
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