As healthcare continues its transition to value-based, patient and member-centric care models, CIOs are increasingly under pressure to deliver seamless, proactive, and personalized experiences across the care continuum. Traditional Customer Relationship Management (CRM) platforms digitize communications but fall short in orchestrating real-time, intelligent engagement. The result is often fragmented experiences, high patient churn, inefficient workflows, and unmet member expectations. To address these limitations, healthcare enterprises are turning to Systems of Execution (SoE) – intelligent platform layers that go beyond passive data repositories to drive real-time decisioning and workflow automation across clinical and administrative functions. SoE represent the next evolution of CRM, which makes it capable of orchestrating adaptive, AI-driven engagement journeys that respond dynamically to clinical risk signals, social determinants of health, and benefit changes. In this Viewpoint, we explore SoE’s transformative potential across healthcare CRM by highlighting real-world use cases that improve care coordination, automate workflows, and elevate patient and member engagement.. Scope Industry: healthcare Geography: global Contents In this report, we explore: SoE’s role in transforming patient and member engagement across healthcare organizations A detailed roadmap for healthcare CIOs to implement SoE effectively, including foundational enablers such as unified data fabrics, AI-powered decision engines, and adaptive workflows A three-stage SoE maturity model with illustrative use cases and implementation best practices for each stage Strategic guidance to align CRM modernization with value-based care goals to improve engagement, care coordination, and operational efficiency