Where Healthcare CRM Is Headed in 2023 and Beyond

// By Jared Johnson //

As CRM has matured, expectations have changed. Digital leaders at HonorHealth discuss the challenges and opportunities, and the importance of close collaboration between strategy and operations to help internal clients achieve success.

Marketers at hospitals and health systems have spent the better part of a decade building the business case to invest in CRM platforms and the talent to run them, but the conversation is shifting due to challenging financial pressures and changes in vendor choices. Three panelists presented on this topic in an eHealthcare Strategy & Trends webinar held November 30, 2022.

Panelists included Craig Kartchner, AVP of marketing and customer experience at HonorHealth; Seth Kaplan, director of marketing and customer engagement at HonorHealth; and Daniel Quinn, vice president of business strategy and analytics at LionShare.

Platforms are complex, and the stakes are high. To be successful, it’s more important than ever to understand how to approach the investment and implementation wisely. Some key technology players have evolved their capabilities or left the market entirely, and new platforms have emerged. And with many hospitals and health systems facing negative operating margins, the need for a clear, agreed-upon ROI for a CRM investment is critical — and perhaps greater than ever.

In their presentation, the panelists highlighted several key points about understanding and communicating CRM investments given today’s financial constraints:

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