Document Type : Original Article


1 Health Management Research Center, Baqiyatallah University of Medical Sciences,Tehran, Iran

2 Health Research Center, Life Style Institute, Baqiyatallah University of Medical Sciences, Tehran, Iran

3 Department of Health Services Management, School of Management and Medical Information Sciences, Shiraz University of Medical Sciences, Shiraz, Iran Health Human Resources Research Center, School of Management and Medical Information Sciences, Shiraz University of Medical Sciences, Shiraz, Iran


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.


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