Integrating CRM and EHR for B2B Healthcare Marketing


CRM and EHR are both systems which help to manage and optimize patient experience in the healthcare industry. While EHR tracks medical history, CRM stores information about current patients and potential patients to optimize the patient experience. Many hospitals and doctor’s offices know the benefits of using CRM with patients, but overlook the benefits of using CRM to manage business-to-business relationships.

What is CRM? 

Customer Relationship Management (CRM) is a system of management for your organization’s relationships with current and potential customers. In healthcare, CRM usually pertains to the patient experience, connecting potential patients and existing patients to hospitals and doctors. The software allows hospitals to follow up with patients about existing appointments to ensure they complete their treatment cycle. In addition to helping with patients, CRM also benefits business-to-business relationships by keeping referrals up-to-date and nurturing relationships between primary care physicians and specialists.

What is EHR? 

Virtually every hospital and medical practice has a form of Electronic Health Records (EHR). The term is used broadly, serving patients’ entire health reviews, while the other system used, Electronic Medical Records (EMR), looks at a narrow view of a patient’s specific medical history and needs. EHRs host patient and hospital information and databases such as patient history, treatment plans, prescriptions, and test results. While electronic health records store information, they don’t necessarily update anything in relation to the patient experience and care.

Barriers to CRM in Healthcare 

The biggest issue in implementing CRM in the healthcare industry for business-to-business relationships is understanding the value of treating referrals as customers. While the business-to-business marketing and model is not a direct connection between hospital and patient, it still directly affects new and existing patients. Patient satisfaction and experience is key to the success of a medical practice, so implementing CRM and EHR in B2B relationships is incredibly beneficial. Other common barriers to using CRM to manage B2B healthcare marketing are the costs associated with implementing CRM, the lack of training in managing the software, and the separation between CRM and EHR systems.

Working Together 

Most hospitals and offices utilize EHR and even CRM to manage their patients, but business-to-business relationships are often looked over. Both of these systems are important to manage not only patient information and relationships, but business-to-business relationships within the healthcare industry. The use of integrated CRM and EHR systems allow specialists to track referrals from primary care physicians and continue building upon those relationships to increase revenue and optimize the patient experience. The following are the five key benefits of using an integrated CRM and EHR system in business-to-business relationships in the healthcare industry.

Benefits of CRM and EHR in B2B Relationships 

Track referrals: Specialists might have physician’s liaisons who visit primary care offices to network, form relationships, and ultimately receive referrals from the primary care physician. A good CRM software allows the specialist’s office to track the number of referrals from different primary care physicians. Tracking the referrals helps the office keep up an active relationship with the physician and increase revenue.

Decreases room for human error: Whenever humans input data, there is bound to be some sort of error. With the implementation of CRM and EHR software, the room for error decreases to help operations run smoother in business-to-business relationships.

Automation saves time: Inputting data, especially tricky things like referrals from doctors, is time consuming and complex, not to mention difficult to stay on top of when doctors are seeing so many patients each day. The automation offered by CRM software frees up time for healthcare workers and stores the information in one place for those who need it.

Customized data reports: The CRM can create customized data reports when integrated with EHR so that specialists can see things like performance, patient referrals, and patient life cycles. They can use this data to inform marketing strategies to businesses or evaluate which relationships are working and which need more nurturing.

Optimized patient experience: At the end of the day, the business-to-business relationships still go back to ensuring their patients receive the best service and care. Through nurturing relationships with physicians and gaining referrals, specialists will build lasting relationships with the patients and improve the patient experience while increasing their revenue and resources.

Engine Systems’ Role 

Engine specializes in performance management in the healthcare industry, and our team of experts can help bring knowledge to your team to find, integrate, and connect CRM and EHR or address any related issues. Our process includes an evaluation, planning and mapping, proper integration, employee training, and continued maintenance. We approach each integration project hands on, guided by both experience and expertise. At the end of the day, Engine will leave you prepared to handle CRM and EHR functions in the future, whether that includes training existing employees, finding new employees to champion progress, or offering continued advisement.

Book a discovery call to ask questions and discuss how Engine Systems can help your institution properly manage EHR and CRM.

To read more about CRM & EHR integration, check out the full white paper Engine’s Research Team put together.