What is Healthcare Customer Relationship Management (CRM)?

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Healthcare customer relationship management (CRM) is the set of technologies or systems that enable and support a variety of relationships by planning, tracking, recording and facilitating moments of engagement across the entire customer life cycle. While the main function of CRM is supporting relationships, the solutions support a diverse set of stakeholders and breadth of use cases for payers and providers. These use cases include sales and marketing, member and patient engagement, provider network management, support and service, and administrative operations.
CRM technologies play a critical role in any healthcare payer and provider organization’s ability to execute on consumer (member, patient, provider) engagement and experience strategies, and are a fundamental part of an application portfolio and architecture. That said, CRM, in general, can be complex, and CRM for healthcare payers and providers is even more unique when compared to any other industry. This is because healthcare journeys are long, complex and highly individualized, and no two journeys are likely to be identical. Given this complexity, and the ecosystem that surrounds and supports each journey, CRM needs and capabilities vary greatly across a multitude of use cases — and your CRM strategy must reflect this.

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