CHIME22: How Geisinger Health Built Its ‘Business-Driven, IT-Enabled’ CRM Strategy

Though customer relationship management has existed for decades in industries such as retail and finance, healthcare’s adoption of CRM has been more recent, especially with the sector’s ongoing consumerization and blurring of lines between consumer and patient.  
For example, Cleveland Clinic adopted Microsoft Dynamics in a pilot as part of its CRM strategy to boost patient engagement amid the COVID-19 pandemic and find integration within its Patient Service Center initiative.  
“We’ve shifted the paradigm from reactive — answering when a patient calls us — to proactive and engaging patients…