EMR and CRM: Harmonizing Tools to Work Better Together Based on a webinar with Persado and Rich Phillips, CEO Customer Evolution Healthcare organizations have incorporated a multitude of patient management and engagement tools in the name of “simplifying and streamlining” communications. However, what has resulted is a complex, spaghetti-like matrix of tools that seem to overlap yet also work in unique ways, making it difficult to know when to use what system. Tools such as the Electronic Medical Record (EMRs), Customer Relationship Management (CRM), Marketing Automation (MA) and Customer Data Platform (CDP) are four of the major systems clinical and marketing teams use with the goal of understanding better who the patient or consumer is, what they need, and how they can most benefit the

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