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Healthcare Insights

Most common healthcare CRMs by total installations

Customer relationship management (CRM) is an organization-wide strategy for how a company manages its interactions with its customers. Companies often rely on CRM software to streamline and automate this approach. At the same time, these tools are used to collect data on a company’s customers, assess previous interactions, and help build a scientific, data-driven strategy to develop customer retention campaigns.

What is a CRM in healthcare?

Just like any other business, it’s important for healthcare providers to have and maintain positive interactions with their customers—the patients. A CRM platform can help healthcare providers nurture meaningful relationships with their patients from before they visit the hospital to post-treatment and beyond. Most healthcare CRM platforms unify patient demographics, call center records, website traffic, financial data, and many more sources to provide a comprehensive view of patient habits and activities.

Below, we used the Definitive Healthcare HospitalView product to list the top 20 healthcare CRMs with the most installations.

Top healthcare CRMs by installations

Rank Vendor Product name Installations % Market share Explore dataset
Epic Systems Corporation   Customer Relationship Management/Call Management 1,760 72.10% Explore
Salesforce   Essentials 254 10.41% Explore
Microsoft Corporation   Dynamics 365 220 9.01% Explore
Healthgrades N/A 63 2.58% Explore
Optum N/A 39 1.60% Explore
Evariant   HCRM 32 1.31% Explore
Microsoft Corporation N/A 24 0.98% Explore
Epicor Software Corporation   Prophet 21 20 0.82% Explore
PlayMaker Health N/A 20 0.82% Explore
10 Blackbaud Inc N/A 15 0.61% Explore
11 Oracle N/A 14 0.57% Explore
12 Marketware N/A 13 0.53% Explore
13 Oracle   Siebel 10 0.41% Explore
14 Welltok N/A 10 0.41% Explore
15 Infor   Infor CRM 0.37% Explore
16 Press Ganey Associates N/A 0.37% Explore
17 Actium Health   HealthOS 0.29% Explore
18 Ivanti   GoldMine 0.29% Explore
19 SAP   C/4HANA 0.29% Explore
20 Oracle   NetSuite 0.25% Explore

Fig. 1. CRM installation data is from Definitive Healthcare’s HospitalView product. Data accurate as of August 2023.

What is the most common healthcare CRM?

The most popular healthcare CRM as of reporting is Epic Systems Corporation’s Customer Relationship Management and Call Management tool. The product leads the pack by a wide margin with a total of 1,760 installations, and a market share of 72.10%. Epic is commonly known for its EHR systems, which also rank highly among the top inpatient EHR tools used.

SalesforceIQ from Salesforce—a global leader in CRM software development—is the second most common healthcare CRM. The product has 254 installations and a market share of 10.41%. Microsoft comes in third place with its Dynamics 365 product, which has 220 total installations and a market share of 9.01%.

A significant number of hospitals use proprietary CRM software. According to Definitive Healthcare data, 111 hospitals are reported to be using a self-developed CRM tool, which accounts for a 4.55% market share. Developing proprietary CRM software helps to promote interoperability across all hospital technology solutions and ensures that the software will communicate and integrate effectively with other hospital systems.

Types of healthcare CRMs

Healthcare CRMs can come in various types, tailored to specific needs within the industry and even to specific types of healthcare organizations. Here are just a few different types of healthcare CRMs:

  • Patient engagement: These focus on enhancing patient interactions and experiences. They include features like appointment reminders, patient education materials, feedback collection, and communication tools.
  • Physician relationship: These CRMs are designed to improve relationships between healthcare institutions and physicians. They assist in tracking physician preferences, engagement, and communication, ultimately helping hospitals maintain strong partnerships with their referring physicians.
  • EHR-integrated: These CRMs integrate with electronic health records (EHR), allowing seamless sharing of patient data between systems. This integration ensures that patient information is consistent and up to date across different platforms.
  • Marketing and outreach: These CRMs focus on marketing and outreach efforts. They help healthcare organizations design targeted campaigns, track leads, measure campaign effectiveness, and manage patient acquisition strategies.

Common features of a healthcare CRM software

With how customizable and scalable healthcare CRM software can be, it’s no surprise that each tool can offer a diverse range of features to help providers achieve their goals. Generally speaking, CRM systems are designed to enhance patient care, improve communication, and streamline operations. Common features you might find include:

  • Patient portal: Offer patients access to a secure online portal where they can view their medical records, test results, treatment plans, and communicate with their healthcare team.
  • Appointment scheduling: Allow patients to schedule appointments online, view available slots, and receive automated appointment reminders. Some CRM tools may also facilitate virtual or telehealth appointments.
  • Referral tracking: Manage patient referrals between primary care and specialty providers, ensuring smooth coordination of care.
  • Workflow management: Assign tasks to team members, track their progress, and manage workflows related to patient care and administrative processes.
  • Analytics and reporting: Generate reports on patient demographics, appointment statistics, patient satisfaction, and other key performance indicators to support data-driven decision-making.
  • Billing and payments: Integrate billing and payment processing functionalities to streamline financial transactions and manage patient invoices.

Why are CRMs important in healthcare?

Healthcare organizations face constant pressure to deliver high-quality care while maintaining (or increasing) safety and reducing costs. CRM software can help providers achieve this by empowering them to know their patients better, potentially leading to more personalized interactions, a better patient experience, and improved outcomes. The marketing and analytics tools most CRM platforms are equipped with also help healthcare providers expand outreach and boost patient acquisition.

Learn more

Healthcare Insights are developed with healthcare commercial intelligence from the Definitive Healthcare platform. Want even more insights? Start a free trial now and get access to the latest healthcare commercial intelligence on hospitals, physicians, and other healthcare providers.