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Thank you for working with meRunning head: CUSTOMER LOYALTY IN HEALTHCARECustomer Loyalty in HealthcareName:Institution:1CUSTOMER LOYALTY IN HEALTHCARE2Customer Loyalty in HealthcareThe customers are the most important stakeholders for all organizations. They areresponsible for the success or failure of the organizations which exist to serve the needs of theircustomers. Consequently, customer loyalty is a universal objective for organizations in allsectors. The achievement of the objective is the only way the organizations can achieve theirother objectives such as profitability for for-profit organizations and fulfilling the needs of thetarget group for non-profit organizations. The healthcare sector is following suit as customerloyalty increasingly becomes one of the main focuses of its organizations. An example of ahealthcare organization that values customer loyalty is the medical equipment and supplycompany in question. Its customers include other healthcare organizations that lease or buy thesupplies or equipment. However, indirectly, its customers are the patients who use the equipmentin homes, hospitals, assisted living facilities, and other healthcare organizations to which theyuse the supplied materials. Consequently, efforts by the company to enhance customer loyaltyshould target both other healthcare organizations as well as their patients. This essay exploressome of the best practices the company and other healthcare organizations can adopt to improvecustomer loyalty, highlights the benefits of customer loyalty, and recommends strategies to beadopted by the medical supplies company to improve company loyalty.Best Practices to Improve Customer Loyalty in a Healthcare OrganizationThe first practice which healthcare organizations should adopt to improve customerloyalty is the customization of marketing programs to position the customer as the center of alltheir activities. Putting the customer at the center of all the activities of a healthcare organizationensures that all policies, strategies, and practices implemented by the organization enhance theCUSTOMER LOYALTY IN HEALTHCARE3customer experience. While confirming this assertion, the International Journal of Managementand Marketing Research adds that the customized marketing programs should serve to determinethe characteristics of the customers (Astuti & Nagase, 2014). Understanding these characteristicswould enable healthcare organizations to provide services and programs which meet the needs ofthe customers. Consequently, the organizations would attract and keep patients, eventuallycultivating customer loyalty.In addition to customizing marketing programs and campaigns to position the customer atthe center of all the activities of healthcare organizations, the organizations can improvecustomer loyalty through the creation of a desirable patient experience. According to the Journalof Medicine and Life, offering a memorable patient experience is the best practice to improvecustomer loyalty in a healthcare organization (Purcarea, Ratiu & Purcarea, 2008). A healthcareorganization can achieve this objective by offering services and products which represent thesol…

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