Abstract

BACKGROUND: Patient relationship management (PRM), in addition to saving costs, increases patient loyalty and creates a satisfactory environment for the patient and the service provider. This study aimed to design a model of PRM in general hospitals using the combination of the analytic hierarchy process and interpretive structural modeling (ISM). METHODS: This was an applied and cross-sectional study conducted in 2020 at three stages. At the first stage, using a systematic review, factors affecting PRM were identified. In the second stage, these factors were prioritized based on the pair-wise comparisons. In the third stage, the interaction levels of the factors were modeled for the general hospitals using ISM through the use of the MICMAC technique and Excel 2007 software. RESULTS: The results showed that "integrated information system," "registration of the patient's essential information," and "right data at the correct time" were the first to third priority in implementing PRM in the general hospitals. In the final model of ISM, three levels of effective factors were extracted, and 10, 4, and 6 factors were identified in the first, second, and third levels, respectively. CONCLUSION: Establishing the PRM strategy in the hospital, in addition to executive and managerial requirements, depends on the existence of an electronic customer relationship management system, and the choice of new technology, as well as the integration of information systems and technology culture, should be given special attention by managers.