Aligning CRM with Marketing Strategy: Building Stronger Partnerships and Better Results

A new eHealthcare Strategy & Trends webinar for healthcare marketers and growth leaders

Presented August 26, 2026

This webinar is free for members of eHealthcare Strategy & Trends

Panelists:
Orla Seidel, Director, CRM & Digital Marketing, Atlantic Health
Rachel M. Totaro, MBA, Director, Digital Strategy, FMOL Health
Jerry Hobbs, President and co-founder, Prairie Dog
Laura Lee Jones, Founder and CEO, LionShare

Moderator:
Therese Lockemy, Founder and CEO, Inner Path Digital, L.L.C

Sponsored by

This event is free to attend thanks to our event sponsor. 

CRM can give healthcare marketers valuable tools for understanding audiences, coordinating outreach, measuring results, and strengthening patient engagement. But CRM does not operate in isolation. Its effectiveness depends on how well it supports the organization’s larger marketing strategy and how successfully teams work together to put that strategy into action.

That alignment is not always easy. Healthcare marketers often work across complex organizational structures, with CRM, data, IT, digital, operations, clinical teams, and agency partners contributing different expertise and managing different priorities.

In this panel, healthcare marketing leaders and CRM experts will examine how organizations can place CRM within a broader marketing, brand, and engagement strategy. They will discuss how to connect CRM capabilities to organizational goals, identify the areas where CRM can create the most value, and build the partnerships and operating practices needed to move from planning to execution.

Panelists will also share practical lessons from organizations at different stages of CRM maturity, including how they have improved collaboration, applied patient and market insights, supported campaign planning, and connected CRM activity to the broader patient journey.

You'll learn:

• Connect CRM priorities to broader marketing, brand, growth, and patient engagement goals.
• Create shared goals across marketing, CRM, digital, data, IT, operations, and clinical teams.
• Clarify roles, responsibilities, decision-making, and workflows across teams.
• Identify high-value CRM use cases, including patient acquisition, retention, reactivation, audience profiling, and service line growth.
• Use CRM insights to better understand patient populations, market opportunities, and campaign audiences.
• Move from individual campaigns toward more coordinated engagement across the patient journey.
• Align marketing activity with operational realities, including access, scheduling, call center capacity, and clinical availability.
• Define meaningful measures of success and communicate CRM’s contribution to engagement, marketing performance, and growth.

Panelists