CRM Is a Verb, Not a Noun
// By Jared Johnson //
Ask the Expert, with Alan Tam, Vice President of Marketing, Actium Health
This month’s featured expert believes that CRM implementations in healthcare should deliver on business metrics that matter — revenue growth, cost reduction, patient outcomes, and ROI.
In healthcare, CRM is often referred to as the software itself — as a noun — versus the activity of managing customers — a verb. In some cases, it’s a checkbox for a technology neither mapped to organizational goals nor mapped to driving metrics that matter to the health system.
Innovative health systems have started adopting CRM intelligence, which turns data insights into action via proactive outreach — in a sense, turning CRM into a verb. Healthcare needs intelligence that unlocks the value of existing data — identifying and predicting patient needs to recommend the next best action or step for every individual.
Alan Tam, vice president of marketing at Actium Health, recently spoke with me about CRM intelligence and how it can guide health systems to a new level of results.
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