Published: January 11, 2018

Modern healthcare marketing requires more and more data. If you want to successfully reach and engage a diverse population with personalized messaging, imagery, calls-to-action, and more, you need more than just a hunch about your audience. To manage, organize, and make use of all this patient and consumer data efficiently, you need to invest in a healthcare CRM.

Among the myriad choices for technology, however, you want to ensure that your selection comes with the features you actually need to help you achieve your organization’s goals. Are you just getting started becoming a more data-driven organization, or are you looking to put your data insights into use beyond marketing campaigns? Where you are on your journey will determine which CRM features are essential for you now versus which features will help you in the future.

We’ve broken down healthcare CRM features by which are common to most solutions, which are sometimes included, and which are more advanced features (that make be the ultimate decision-makers for you) you’ll see. Use our checklist to make sure you’re making the most out of your healthcare CRM investment.


  • Healthcare Consumer Data Model – this proprietary method of data hygiene, matching, and storage makes it simple for people and systems to access healthcare consumer data (demographic, clinical, and behavioral) in real-time.
  • Role-based Views – this function allows your organization to control what different users can see/access within your CRM.
  • Intelligent Targeting – like an additional team member whose job is solely to assist you determining which consumers are best to follow-up with, this feature bases targeting on demographic, clinical, and psychological factors.
  • Predictive Analytics – analytics are essential to CRMs, and you want feature to be based on machine-learning algorithms that study consumer data and analyze it to predict health behaviors and needs. 
  • Direct Mail Campaigns – One of the original use cases for healthcare CRMs, sending direct mail to prospects and patients for campaigns like service line communication, screening reminders, New Mover programs, and more is still an essential part of CRM.
  • Reports and Dashboards – Your CRM solution needs to have a customizable, highly visual way for you to view statistics.
  • Marketing Automation Platform (MAP) Integration – If you already have a marketing automation tool to send automated emails based on predetermined rules, you’ll want bi-directional integration between your CRM and MAP so you can scale your efforts. Standard connectors or one-size-fit-all integrations won’t necessarily meet your needs, so be sure to investigate what’s being offered.
  • Web Forms Integration – Your healthcare CRM should allow you to capture data from completed web forms so you can follow up with both prospective patients and existing patients in a personalized way.
  • Contact Center Automation and Integration – For true CRM success, you want integration across all points of contact, so being able to control your call center from your CRM UI and integrate any third-party program into a single platform is necessary.


  • Customizable Home Screens and Layouts – different users have different needs from a visual perspective, so a flexible UI to accommodate this is a nice benefit.
  • Custom Reporting – standard, out-of-the-box reports are essential, and customizable reports that allow you to dive deeper into your CRM database and analytics, based on your specific needs, is a great added tool.
  • Website Personalization – if you want to truly scale your healthcare marketing efforts over time, you want an API that allows your web CMS to call data from your CRM database so you can personalize your web content and offers.
  • API Access – of course you have other martech you use, and if you can attach your CRM to those platforms, you’ll extend your CRM’s capabilities.


  • Lead Tracking and Management – being able to make sense of and track your data and leads will offer true return on your CRM investment, so you’ll want to be able to identify optimization opportunities by measuring the success of various marketing channels, determining high-quality leads, and managing those leads by role and territory. 
  • Benchmarking – this feature pairs well with the previous by allowing you to know a benchmark by which you can determine whether your results are on par with your efforts or if you need to recalibrate.
  • Pipeline View – a good way to keep score of your marketing team’s contribution and individual campaign success is through a pipeline view that includes a breakdown of how many leads are in each stage of your funnel – from initial awareness to booked appointment or procedure – as well as an option to drill down to individual leads.
  • Real-time HL& and CDA Data Feeds – data isn’t just a marketing concern, so if you can feed consumer data from your HER and other clinical systems in close to real-time into your CRM, you’re set up for organization-wide success.

With this list in hand, you should be equipped to make strategic decisions and get started using data to grow your healthcare business.

Want more insight into healthcare CRMs, including worksheets to get your organization ready and tips on building a business case? Download our white paper, The Definitive Guide to CRM.