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

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Wednesday | August 26, 2026 | 2 p.m. Eastern

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. 

Join us as our panelists explore how you can

• 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.

Thanks to our sponsor,
this event is FREE to attend.

Can't attend on August 26?

Register now and get the webinar recording to view at your convenience. 

Everyone who registers will be sent a link to the webinar recording after the event.

About Your Panelists:

A new eHealthcare Strategy & Trends webinar with insights from LionShare

Orla Seidel
Director, CRM & Digital Marketing
Atlantic Health

Orla leads performance marketing, CRM, and marketing analytics for Atlantic Health, a leading health system in New Jersey with 8 hospitals, 550 sites of care, and 25,000 employees. She brings more than 20 years of digital marketing experience, with a focus on using data, personalization, AI and emerging technologies to drive growth, increase patient acquisition, retention and engagement, and improve consumer experience.

Jerry Hobbs
President and co-founder
Prairie Dog

Jerry Hobbs is the president and co-founder of Prairie Dog. Prior to Prairie Dog, he led strategic planning, decision-support, business development and marketing at a large Midwest health system. He also served as the service line director of a nationally-recognized women’s health service line. Jerry is a respected strategist and frequent speaker in the healthcare category. He earned an MBA from the University of Kansas.

Rachel M. Totaro, MBA
Director, Digital Strategy
FMOL Health

Rachel Totaro has spent nearly 15 years in digital marketing roles, with particular interest in the hospitality and healthcare industries. She has worked on both the agency and client side, blending strategic communications and information architecture to deliver exceptional results. As the Director, Digital Strategy for FMOLHS, Rachel leads efforts for the system's websites, third-party reputation management, paid digital media, and CRM strategy among other things. She has a passion for expanding healthcare access and works to reduce friction in the user journey.

Laura Lee Jones
Founder and CEO
LionShare

Laura Lee founded LionShare® in 1995. She is a graduate of the University of Wisconsin-Madison and has dedicated most of her career to healthcare analytics and marketing. Together with her "Best Places to Work" award-winning team, LionShare® has achieved national recognition as a leading healthcare firm.  LionShare has guided hundreds of hospitals in their quest to link data analytics to decision insights, better outcomes, and marketing execution with the use of their CRM and Marketing Automation platform. When not in work mode, Laura Lee enjoys cooking with her daughter, working out, and training Dobermans.