Turning CRM into an Enterprise Growth Strategy, Part 1: Start With Strategy, Coordination

April 15, 2026

Leaders from Emory Healthcare and HonorHealth, along with CRM experts from LionShare and Kelly Faley Consulting, share practical lessons on why CRM works best as an enterprise capability, not just a marketing tool. 

// By Therese Lockemy, MBA //

Healthcare marketers are under increasing pressure to show results. At the same time, many organizations are still working through the operational, data, and governance issues that make CRM hard to scale effectively in a healthcare environment.

That tension was at the center of a recent Strategic Health Care Marketing webinar, CRM in Action: Building Smarter, More Integrated Programs. The panel of experts below offered a candid and practical look at what it takes to make CRM more useful across the enterprise.

In this two-part series, we look at what it takes to move CRM from a marketing platform to a more strategic enterprise capability in healthcare. Part 1 focuses on where that work begins: business strategy, practical use cases, and cross-functional coordination. Part 2 looks at the next layer of work, including personalization, governance, frontline workflow, and ROI.

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