Identification of Effective Dimensions and Factors on Improving Patient Relationship Management Strategy in Kerman City Hospitals, Iran: A Qualitative Study

The patient relationship management is a comprehensive strategy of reception, preservation, and cooperation of customers and gaining information about them as much as possible to create increased value for both the organization and customer. Achieving this goal in hospitals increases patient satisfaction, trust, and commitment. Therefore, this study aimed to determin the dimensions and affecting factors in boosting patient relationship management strategies in Kerman City hospitals, Iran, in 2015.
This functional qualitative-correlation study was conducted through phenomenological method in the city of Kerman. The research participants were 15 male and female managers, experts, physitions, assistants, nurses, and scholars in the field of healthcare and treatment, and also patients and their companies in public and private hospitals in Kerman City.
The six dimensions of “identifying and attracting the patient”, “patient participation”, “patient confrontation”, “patient empowerment”, “understanding patient’s expectation”, and “patient relationship” were identified as general criteria of patient relationship management in hospitals.
Regarding the results, familiarization of hospital managers with the importance of the issue of patient relationship management must be conducted by Kerman University of Medical Sciences. Provision and operationalization of practical and theoretical guidelines for the implementation of patient relationship management strategies in three domains of staffs, equipment, and procedures are suggested.