Patient Segmentation Based on Patient Loyalty

Abstract

The present study aims to perform a segmentation of patients based on their loyalty behaviour. The analysis focuses on Valencia, a region in Spain that features a capitated financing and free-elective framework; such a framework is particularly suitable for this type of study because patient loyalty directly affects the system’s budget and economic viability. Using secondary data from the regional health council, the study focuses on relationships of influence and latent segmentation in answering seven research questions. The two-pronged statistical analysis is designed to analyse relationships of influence, on the one hand, and latent segmentation, on the other. Significant differences were found among the various scales analysed in the three patient loyalty behavioural models (capture, retention and desertion) for each variable within the scope, that is, subjective (gender, age and nationality) and circumstantial (size of the assigned and receiving hospital, location of the province of the assigned hospital). This finding indicates that it may be possible to develop patient profiles based on such variables to analyse different loyalty behaviours in patients and the impact of hospital communication strategies on these behaviours. Patient loyalty is essential to the viability of a capitated health care financing and management system. Likewise, identifying patient profiles would contribute to a better Valencian public health management. Accordingly, it might be applied to evaluate other health care financing systems.