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Abstract. Patient loyalty is a critical criterion for healthcare customer relationship management (CRM). An integrated framework with a case-based prediction model and a constraint-based optimization model is proposed to support the decision making of healthcare providers. This research first adopts a case-based prediction mechanism to forecast the possible loyalty level. We also proposes a constraint-based optimization approach as a subsequent mechanism to determine the optimum values of case features that may lead to the optimal patient loyalty. The potential use of this framework helps a decision maker allocate resources to increase the loyalty level for the given target patient segmentation.