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Patient Loyalty Programs Show Their True Value

Marianne Aiello, for HealthLeaders Media, February 1, 2012

At Botsford Hospital in Farmington Hills, MI, the acronym "VIP" has taken on a whole new meaning: Very Important Patient. The 330-bed hospital runs a rewards card program, offering perks to hopefully build patient loyalty. Botsford is one of many hospitals around the country instituting loyalty programs in an effort to outpace their competitors. But do these programs work, and are they worth it?

Botsford launched its VIP program in 2010, initially as a referral service to link potential patients with doctors, according to The Washington Post. Any community member can register for a card. VIP members get access to free valet parking, a concierge to help connect them with a physician or specialist, access to a physician within 24 hours, and a 10% discount at the gift shop and on nonprescription drugs at the outpatient pharmacy.

"The Botsford Very Important Patient (VIP) program is our way of extending premier services and valuable discounts to you, our patients, because you deserve special treatment," the hospital website states.


Marketing perks to seniors

The VIP program targets the senior population, featuring images of happy elderly patients on its microsite. More than 900 community members signed up for VIP access, most of them recruited through traditional direct mailing.

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1 comments on "Patient Loyalty Programs Show Their True Value"


Lilly katz (2/1/2012 at 5:19 PM)
Though it is very nice to conduct programs for seniors, what is more important[INVALID]-is that doctors, nurses and hospitals should treat patieties with integrity, ethical values. Doctors are not telling the truth about the chemical toxic side effects about medication and putting more blame on other issues-instead of the telling the truth about medication. We sometimes do need medication but at the same time, doctors prescribing medications must be honorable and monitor the patient medication[INVALID]-and should be more concerned about the patient's health and not the perks he receives from the pharmacetuical companies. Lilly Katz