Patient Relationship Management as a Strategic Capability for Economic Sustainability in Ayurvedic Clinics

Abstract

The purpose of this research was to explored how Patient Relationship Management helped independent Ayurvedic clinics achieve economic sustainability in a resource-constrained environment. Conceptual research design was used in this study, with independent Ayurvedic clinics and theoretical literature used as the conceptual sample rather than empirical samples. Relationship marketing theory, resource-based view, service-dominant logic, health care service, and associated literature of Ayurveda were summarized into a conceptual system and propositions between P atient Relationship Management and economic sustainability. Results of analysis indicated that relationship mechanisms such as trust communication responsiveness, continuity of care leading to patient satisfaction, followed by patient retention also leading to repeat consultation, referral-based patient acquisition, in turn led to increased revenues enabled independent Ayurvedic clinics to achieve economic sustainability. Theoretical contributions of the study include 1) demonstrated the relevance of customer relationship management theories and models in the health care sector; 2) demonstrated the resource-as-asset approach to resources of health care service sectors; and 3) demonstrated the relationship capital as strategic resource of independent Ayurvedic clinics for sustainable long-term economic success. Practical implications include 1) proposed a setup for building patient relationships for independent Ayurvedic clinics; and 2) the suggested mechanisms through which the relationship capital could help independent Ayurvedic clinics achieve economic sustainability.