What Is the State of CRM Today, and How Does It Measure Up to Healthcare Industry Needs?

Ask the Expert, with Bob Cummings, Senior Vice President, Healthcare at LeadSquared

// By Jane Weber Brubaker //

The high cost and amount of churn in the healthcare CRM market have had many marketing leaders wondering if the huge investment they made was worth it. And those who still shop for the right solution wonder where to turn. But the need for flexible solutions that meet organizational needs has never been greater, as pressure mounts from all directions — consumer expectations, CMS mandates, private equity consolidation, and the industry-wide need to stanch revenue losses driven by multiple forces.

Is there a one-size-fits-all solution? Bob Cummings, SVP of Healthcare at LeadSquared, doesn’t think so. LeadSquared is a SaaS-based software solution provider based in India, with more than 2,000 customers and a valuation of more than $1 billion. LeadSquared entered the U.S. healthcare market in 2022 with a HIPAA-compliant CRM.

Bob Cummings, senior vice president, Healthcare at LeadSquared

“I’ve been in healthcare for a long time, north of 20 years,” Cummings says, “and if there’s one consistency I’ve found, it’s that there’s very little consistency from one U.S. healthcare system to the next. So when we think about our learnings from global, it’s more about how can we be flexible as a solution? Can we take hard problems and solve them? How can we automate things that are difficult to automate but that desperately need automation?”

In the Q&A that follows, Cummings shares his perspectives on the major trends impacting healthcare in the U.S., why CRM solutions are essential — and why some have failed to deliver.

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