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Customer Relationship Management (CRM) in healthcare represents a transformative approach that enables health systems to personalize interactions throughout the customer lifecycle to meet customer expectations and influence behavior. While patient engagement and outreach is a primary focus, CRM capabilities extend to managing relationships with physicians, caregivers, community partners, payors, and donors. The platform also serves internal departments like Human Resources, Philanthropy, and Community Relations teams by providing tools to manage their unique constituent relationships and engagement needs. Digital solutions in this space integrate consumer data analytics, omnichannel communication capabilities, and advanced workflow automation to enable healthcare organizations to deliver personalized experiences at scale while optimizing operational efficiency.

Jen Magaziner, VP, Digital Health at Boston Children's Hospital and Sonia Singh, Chief Insights Officer at AVIA discuss the latest on accelerating innovation at Boston Children's Hospital in AVIA's "Voices of the AVIA Network" series.