Systems of Execution in Healthcare Customer Relationship Management (CRM): Transforming Patient and Member Engagement

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..