CPM Marketing Group Press Release

MADISON, Wis.–(BUSINESS WIRE)–CPM Marketing Group, Inc. a leader in Customer Relationship Management (CRM) solutions 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.

Measuring patient loyalty can help determine a particular marketing campaign’s impact on an individual’s future behavior. Increased loyalty equates to a hospital’s likelihood of retaining an existing or prospective patient. The 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, 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. Information gathered through a loyalty questionnaire was administered to individuals who have been contacted as part of a hospital’s Customer Relationship Management (CRM) 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.

To obtain a copy of the complimentary paper “Patient Loyalty Study Unveils Ground-Breaking Market Research” go to the hospital press room at www.cpm.com or contact CPM at (800) 332-2631 or marketing@cpm.com.