Creating More Meaningful Patient Connections with CRM
By combining predictive analytics, sophisticated segmentation, and personalized engagement, Virtua Health built a patient-centered strategy that connects patients with the right care while delivering measurable business results.
// By Susan Dubuque //
Customer relationship management (CRM) has become one of the most important technologies in health care marketing, but technology alone does not create meaningful patient engagement. The organizations seeing the greatest success use CRM to connect data, digital engagement, clinical priorities, and consumer insights into a coordinated strategy that delivers more relevant experiences throughout the patient journey.
Virtua Health is one of those organizations. Over the past several years, the southern New Jersey health system has transformed CRM from a campaign management tool into an award-winning, enterprise-wide engagement ecosystem that supports service line growth, patient retention, physician outreach, and personalized communications.
Rather than relying on broad demographic marketing, Virtua identifies consumers most likely to benefit from specific services and delivers tailored messaging based on clinical data, predictive analytics, digital behavior, and individual interests. The result is a marketing strategy that improves patient engagement and demonstrates measurable contributions to appointments, revenue, and organizational growth.
Chrisie Scott, senior vice president and chief marketing officer, Virtua Health
Virtua Health’s approach illustrates how CRM supports enterprise-wide growth rather than functioning as a standalone marketing tool. “Instead of asking whether an email campaign generated clicks or opens,” says Chrisie Scott, senior vice president and chief marketing officer at Virtua Health, “we measure whether marketing successfully connected patients with needed care and strengthened long-term loyalty to the organization.”
Read on for practical takeaways that can help you get more from your CRM investment.