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As the health care field increasingly focuses on population health, hospital and health system marketers need to learn how to use their promotional skills in new ways to help their organizations achieve the objectives of this model of care. This article discusses the population health initiative of one health system and their customer relationships management (CRM) campaign.

Customer relationship management (CRM) is a hot topic in healthcare marketing. From conferences to webinars to white papers, everyone seems to be jumping on the CRM bandwagon. And for every hospital or health system that doesn't have CRM, there seems to be another that underutilizes its existing CRM echnology. In an increasingly complex world of digital marketing channels, propensity modeling, and targeted analytics, a back-to-basics approach to CRM will help most organizations make sense of this ambiguous acronym.