An Analysis of CRM Practices Followed by Private Hospitals in India

CRM is based on the theory of relationship marketing, which aims to establish, nurture, grow, and improve relationships with clients in order to maximize their lifetime value and profitability for the company.A dynamic and fiercely competitive business environment has compelled the personal healthcare industry, which includes private hospitals, to adopt CRM procedures and practices that are intended to draw in new clients while also keeping existing ones.The purpose of this study is to strengthen patient loyalty, which will raise hospital profitability by improving the customer experience with the hospital's services and facilities.Customer relationship management as a strategy requires a customer-centric business approach to support effective processes like patient management, patient experience document management, complaint management, etc.The study analyses the effective CRM strategies of private hospitals & patients belonging to different income levels towards these practices.The competitive environment of the health sector is changing rapidly everywhere, and the implementation of CRM practices enables private hospitals to give the best services to their customers and enhance their lifetime value with the hospital.