Turning CRM into an Enterprise Growth Strategy, Part 2: Personalization, Governance, and ROI

Leaders from Emory Healthcare and HonorHealth, along with CRM experts from LionShare and Kelly Faley Consulting, share practical lessons on how healthcare organizations can personalize communications more thoughtfully, govern messaging across teams, and measure CRM performance in ways leaders understand. 

// By Therese Lockemy, MBA //

In Part 1 of this series, panelists explored where CRM work should begin: with business strategy, practical use cases, and cross-functional coordination. That is the foundation.

This second article picks up where that discussion left off. Once healthcare organizations have aligned around strategy, they still have to answer a more operational set of questions. How do they personalize communications without crossing the line? How do they govern messaging across teams and systems? How do CRM insights fit into real workflows? And how should performance be measured in ways that resonate beyond marketing?

Those questions were at the center of the same Strategic Health Care Marketing webinar, CRM in Action: Building Smarter, More Integrated Programs.

(left to right): Laura Lee Jones, founder and CEO, LionShare; Kelly Faley, principal, Kelly Faley Consulting LLC; Denise Davis, vice president of marketing technology and operations, Emory Healthcare; Craig Kartchner, chief marketing and customer experience officer, HonorHealth

In this article, the conversation turns to the next layer of CRM work: personalization, governance, frontline workflow, and ROI.

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