How Three Health Systems Used Their MarTech Stack to Improve Patient Experience and Drive Growth

// By Kyle Hardner //

Connecting the dots. That’s the value provided by a customer relationship management (CRM) database, a tool health system marketing and communications leaders increasingly use to deliver precision marketing to consumers and calculate accurate return on investment (ROI). According to the 5th Annual Digital Marketing Report from Greystone and Klein & Partners, 65 percent of hospitals reported having a CRM system in 2019, up from 59 percent in 2017.

Yet having a CRM is only one part of the digital marketing puzzle. According to the same report, only 12 percent of respondents said their CRM and website were well integrated, and just 10 percent of healthcare marketers described their level of deploying CRM as “advanced.” Hospitals experiencing the highest level of success with CRM use it as part of a MarTech stack that includes multiple digital tools designed to develop, execute, and measure digital marketing campaigns.

In August, leaders from three of the nation’s top health systems — Johns Hopkins Medicine, Cleveland Clinic, and Nemours Children’s Health System — shared their MarTech capabilities at the Healthcare Marketing & Physicians Strategies Virtual Summit. Along the way, they shared how CRM and other digital marketing solutions helped them spur growth and improve the patient experience.

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