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Medical tourism and the concept of patient relations management

patient relations management

Not many medical tourism providers know that a positive physician patient relationship would be the driving factor for many medical tourists when choosing an appropriate medical tourism destination and healthcare facility for treatment. Patient relationship management (PRM) focuses on this relationship and strives to formulate strategies that would help improve the two-way communication between physicians and patients.

These strategies would make it easier for patients to discuss their problems and personal experiences so that it would be easier for the physician to arrive at a correct diagnosis and treatment plan quickly and effectively. In addition to this, these strategies would also make it easier for the physician to communicate the treatment plan to the patient and educate him/her on appropriate measures for a better outcome.

Sadly, not many institutions are worried about establishing a proper PRM strategy in place. These institutions fail to realize that more and more patients these days tend to have their say about where they want to get treated. As such, an institution that does not focus on a positive physician-patient relationship would not be able to attract more patients.

Most institutions simply replicate the services offered by others rather than providing something unique for the patient. In doing so, these institutions would outsource their low margin services to other firms, which would quickly profit from the same services.

More patients are increasingly becoming picky about their choice of facilities for medical treatment. This results in a change in the large provider business model, which at one point of time dictated the rules for patients, including where they would need to go for treatment. The emerging healthcare market however, is becoming patient-driven.

Institutions that fail to realize this simply rely on their existing business models and work on replicating the services offered by other organizations; even if the latter do not benefit them in any way.

These institutions would need to realize that the patient manages the business now. Every patient who walks inside that door needs to be considered as a valuable asset to the organization rather than the equipment or the services offered. Potential patients no longer care about billboards and marketing campaigns. They care more about how different medical providers view and treat them. They are learning to make informed decisions on where and how to buy healthcare in the market. Therefore, an institution aiming at attracting more patients would need to give ampler reasons for being the preferred choice rather than projecting itself as just another run of the mill healthcare facility that is no different from the others in the market.


Patient relationship management (PRM) is an important asset to healthcare facilities that use the same to improve customer satisfaction while reducing costs and providing better services in the process. As such, institutions aiming to attract more patients would need to focus on PRM and make it one of their primary objectives in the long run.

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