2022 № 6 The impact of patient loyalty on the economic indicators of the activities of a medical organization providing paid medical services
I n t r o d u c t i o n . In modern conditions of the paid medical services market, the vector of competition development is shifting from the concept of classical marketing to relationship marketing, and in these circumstances the issues of forming, retaining and managing patient loyalty come to the fore. The authors propose to consider a fundamentally different approach to measuring patient loyalty by a medical organization. In their opinion, the most effective method for studying the level of loyalty in combination with economic indicators is the consumer loyalty index (English Net Promoter Score, NPS), developed and first introduced in 2003 by Fred Reichheld.
T h e p u r p o s e o f t h e r e s e a r c h is to study the impact of patient loyalty on improving the economic efficiency of a medical organization providing paid medical services.
M a t e r i a l s a n d m e t h o d s . A study was planned and conducted using the NPS methodology to study patient loyalty. The survey of patients was carried out through SMS messages in automatic mode using a service integrated into the medical information system (MIS) of a medical organization. Previously, patients provided consent to the processing and transfer of their personal data.
The results of the survey and data on the actual payment for paid medical services for each respondent were integrated into a consolidated database for further statistical processing.
R e s u l t s . The study involved 39320 patients of the dental clinic. The results obtained during the study period coincided with the calculations of Fred Reichheld and confirmed the relevance of the application of this methodology in the current conditions of the paid medical services market. It has been established that the loyalty of patients to a medical organization affects the increase in economic indicators, and achieving a sustainable growth rate of a medical organization and predictable positive financial indicators is impossible without creating a base of loyal repeat patients. In addition, increasing the level of loyalty of repeat patients has a positive effect on NPS, which is directly related to an increase in the average cost of medical appointment and net sales.
C o n c l u s i o n . Thus, the level of patient loyalty has a direct impact on the main economic indicators of the medical organization activity.