How is it possible to have faithful clients in your clinic? To answer this question, we must first understand that fidelity can be translated to “a stable and long-lasting relationship between the doctor and his staff and the client.” Currently, the achieving of this loyalty is becoming more and more challenging, requiring bigger and more specialized efforts from the health services in the planning and execution of actions, striving for this particular goal. This way, it is crucial to invest in the area of CRM (customer relationship management), where the clinic also takes the initiative in contacting the client. These contacts are carefully planned and executed within preset goals and, within legal and ethical precepts, try to continue the relationship with the client, through client loyalty. Thus, the traditional paradigm in the relationship of health service and clients is broken, and where before only the client took the initiative to look for a medical service, in this new model the service also takes the initiative to contact clients.