Healthcare CRM: Answering Questions about Its Features and Benefits

With the growing focus on patient-centric care and the rising influx of data in the past two decades, it has become crucial for care teams to have a comprehensive overview of patients' experiences throughout their journey. In light of this, numerous organizations have introduced CRM in healthcare with efficient workflows and functionality for coordinating patient relationships.

CRM in Healthcare

Despite Customer Relationship Management (CRM) software's long history and popularity in the market, medical professionals sometimes need clarity about how it works and differs from other enterprise management tools. This post answers common questions, exploring what features and integrations a good CRM platform in the healthcare sector includes and how it benefits organizations.

CRM in Healthcare and Beyond: What Is It?

Gartner has recently reported a 35% increase in searches for CRM software on its comparison sites over the past year. The top research firm considers CRM among the dominant sectors of the global enterprise software market (along with database management systems). It expects the market to grow by over 14% annually in the next two years.

Healthcare CRM generally refers to strategies and processes focused on specialized software that assists medical service providers in keeping track of their patient data. In addition to facilitating sales and marketing activities, it elevates the overall customer experience. Strategically, the technology focuses on building enduring relationships among providers, patients, and other stakeholders.

More specifically, by consolidating data from various services and applications, these systems offer a unified perspective of the patient, encompassing essential details such as medical and appointment history, insurance information, and personal preferences. Providing convenient access to all this information in a single interface, a CRM platform drives value for diverse healthcare organizations, from hospitals and clinics to private medical practices and labs.

As CRM software is widely popular across industries, from retail to financial services and manufacturing, you might ask why general-use software wouldn't work for healthcare organizations. It could work with additional configuration and integration adapted to the hospital environment and industry-specific regulations such as HIPAA. Medical CRM, however, has all the required features by default.

Healthcare CRM Features

CRM Features: What Exactly Does the Software Do?

Cutting-edge CRM solutions offer numerous features for managing data, handling tasks, organizing communications, providing reports, and more. Your custom set of features will depend on your needs, but here is a look at the standard functions.

Storing and Systematizing Data and Documents

CRM solutions securely save and organize patient information in a centralized database, where each profile may include personal details, meeting and treatment history, test results, prescribed medication, insurance, billing, and other data.

The system allows professionals to quickly browse and search data among vast amounts of records. With a cloud-based CRM, doctors do not need to be in the office to access the data — they can securely view and update records while making hospital rounds or elsewhere.

A CRM platform also safely stores all patient documentation, accessible upon request. With built-in templates, medical staff can swiftly generate documents such as invoices, ensuring compliance with regulations. Patients can fill out ready forms in seconds without the risk of omitting any necessary data.

Communicating with Patients

As incoming calls are often the primary point of patient contact, a CRM system helps process these using pre-recorded messages and providing relevant information during the call — both about the patient preferences and the physician schedules. Using a chatbot, prospective clients can receive responses to their requests submitted through a medical provider's website.

As for current patients, you can send reminders about scheduled appointments or vaccination through e-mail or SMS. The same tools work well for marketing campaigns, including regular newsletters, promotions, special offers, and educational content. Consistent communication aligned with the provider's brand promotes the organization's values to current and new patients.

Reports and Analytical Dashboards

CRM systems encompass various features dedicated to analyzing data from numerous sources within an organization. You can generate reports based on your requirements, including valuable information such as patient count by department or average consultation duration with physicians.

In addition, CRM provides powerful analytics tools that facilitate extracting meaningful insights into organizational performance while helping you pinpoint potential bottlenecks. For instance, you can evaluate client retention rates and analyze expenditure patterns.

Cross-platform Use and Integration

A good CRM solution allows professionals to safely access data on the go by operating across smartphone, tablet, and desktop apps. CRM implementation also usually involves connecting the system with the organization's other tools and platforms for interoperability, such as EHR and practice management. We will discuss this aspect in more detail later on.

Security and Compliance

When handled by different stakeholders, a proper CRM system offers high levels of patient data security. It has embedded protection from unauthorized access to sensitive records, which lowers the risk of information theft. It should also comply with the country's data privacy regulations like HIPAA or GDPR and those on a more local level, such as state laws.

Healthcare CRM Benefits

CRM Benefits: What Will You Gain from Software Implementation?

The significant advantages of healthcare CRM software stem from the elements outlined above. Externally, they include attracting new patients, providing personalized experiences for the current ones, and convenient feedback collection. Internally, CRM ensures better communication among staff, resource optimization, and compliance. Let's see how the platform achieves all of this.

Efficient Management of Patient Information

The data stored in CRM can be readily available to medical practitioners for viewing and updating, fostering record consistency and precision. As a result, patients are relieved from the burden of repeatedly completing forms while the system enables seamless communication around the same data. A single view of all the current data on a particular patient available upon their visit allows care providers to address their needs efficiently.

As CRM lessens paperwork and performs record-keeping jobs automatically, professionals can devote more time and attention to their critical responsibilities in caregiving while lowering operational costs. Furthermore, transparency and data integration make medical errors — a big issue in healthcare — less likely to occur.

Automation and Insights for Sales & Marketing Processes

CRM systems can help plan, execute, and track the performance of targeted marketing campaigns, revealing main conversion factors and the most effective techniques in patient acquisition and retention. Integrated AI capabilities can be precious here.

Analytical dashboards provide a complete view of existing and potential patients, enabling strategic planning based on real-time reports. Identifying opportunities to upsell and cross-sell is more straightforward with CRM. Moreover, efficient lead management makes it possible to follow up quickly and detect persistent issues in nurturing leads.

In addition, patient population segmentation allows you to analyze and understand different groups based on demographics, location, treatment plans, medication history, and other criteria. For instance, you might discover that elderly patients are more receptive to appointment scheduling reminders sent by SMS rather than by e-mail, which creates an opportunity to make your communication more effective while reducing waste.

Enhancing Patient Relationships

As the acronym suggests, CRM is all about customer relationships. The system provides complete visibility into a patient's journey, including previous visits and medical and financial history. Customer agents' quick and seamless access to that information and staff schedules empowers them to handle inquiries and plan relevant appointments with specialists efficiently.

During communication across channels — phone calls, SMS texting, chats, social media, and e-mail — customer support representatives can address every patient by name and consider their preferences saved in the system, thus increasing their engagement. By sending reminders and following up with patients, they can solve the problems of costly no-shows or forgotten medication intake.

The software also allows for effortless and secure data export and transfer between departments, hospital facilities, and practitioners, ensuring smooth coordination and continuity of care while shortening wait times. Physicians can diagnose problems faster and proactively provide treatment.

Clinical teams that make well-informed decisions during personalized patient interactions build trust and drive customer loyalty to their institution. A better patient experience and omnichannel engagement lead to retained customers and a more distinct healthcare provider in a competitive environment.

Feedback and Knowledge Sharing

CRM can streamline the feedback collection from surveys for patient satisfaction measurement, enabling healthcare providers to discern patterns and identify and address high-risk patients with individualized engagement plans. Similarly, you can track data on how different treatment procedures help patients, revealing the most effective approaches.

Task Administration and Collaboration

Finally, a CRM system excels at automating routine workflows, ensuring users stay on track by receiving timely notifications about scheduled events and urgent tasks. Managers can comprehensively view their team's progress and schedules, allowing them to monitor performance statistics and distribute workloads efficiently. The system facilitates collaboration between professionals in different facilities, enabling a swift exchange of requests and information.

Healthcare CRM Integrations

CRM Integration: What Other Software Does It Need to Work With?

Today's CRM systems in healthcare are complex and all-in-one platforms, not limited by their original functionality. Connecting your CRM to your other current healthcare systems will help you optimize operational workflows and get a complete view of each patient's data. With a well-integrated system, you won't need to switch between various platforms to enter data. Here are more specific reasons for aligning with different tools:

  • EHR/EMR: update patients' electronic records without extra effort to consolidate data and make it consistent.
  • Patient portals: provide customers access to information stored in CRM via the portal to engage them better.
  • Telehealth platforms: help professionals make online consulting, diagnosing, and care delivery more effective.
  • RPM: monitor and care for individuals with chronic conditions through automated reminders on wearable devices.
  • Hospital management software: direct patients on their journey through hospital units to improve their experience.

CRM Implementation: Is Custom Development Worth It?

CRM has become a vital tool for medical service providers, enabling personalized care at scale. In contrast to vendors of many off-the-shelf tools, custom software development firms can tailor the system's functionality to a specific organization's needs and assist with its integration even in the most complex infrastructure.

Partnering with a reliable IT company experienced in MedTech solutions can also help you overcome the challenges of meeting cybersecurity standards and adhering to strict government regulations in healthcare. At CleverDev Software, we help global companies develop, migrate, and adopt secure custom CRM solutions, building entire platforms and focused segments, such as medical billing software, depending on client priorities.

 Custom Healthcare CRM

A Case in Point

In our ongoing project, CleverDev Software supports an innovative US-based multi-location provider of home care services, including nursing, therapy, and custodial care. Before approaching us, the organization faced a disjointed technological landscape and delays caused by manual processes. Its reliance on previous vendors proved unsustainable and costly, failing to meet the growing demands of its expanding business in the competitive healthcare sector.

To tackle these issues, optimize its operations, and elevate care quality, the healthcare provider recognized the need for customized CRM software providing its specialists with instant access to securely managed EHR data and empowering them with deeper insights into their patients.

Our team of 14 experts developed a powerful and intuitive CRM platform to manage data for the client's patient base, reducing processing time and expenses. The scalable system also helped save costs in the long run, as there would be no need to invest in new software with future business expansion. It has already improved medical service quality and resulted in a 15% revenue boost for the delighted client.


We hope this post has clarified what healthcare CRM looks like, how it works, and why it is an invaluable tool for virtually any organization in the medical sector. You may find further insights and tips in the FAQ section below. Yet, there is no better way to find answers to your questions about healthcare technology than to reach out to our proficient team of IT advisors. We will gladly assist you in finding the right software solution to attain your business objectives.

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About the Author

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Andrey Sekste

Andrey Sekste

Technology and Innovation Researcher

Since 2005, Andrey has been a tech trailblazer, passionate about making complexity accessible. He melds his extensive personal research with direct contributions from experienced engineers to craft enlightening and empowering content.

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