CRM and Data Analytics in Healthcare: Strategy and Change in Practice
CRM and Data Analytics in Healthcare: Strategy and Change in Practice

Summary/Abstract: This study explores the digital transformation of a large healthcare organization specializing in addiction treatment and sports medicine through the integration of customer relationship management (CRM) technologies, patient feedback systems, and data analytics. The transformation aims to enhance patient-centered care, streamline workflows, upskill staff, and improve organizational competitiveness. Guided by the FEMA Analytical ProblemSolving Model and Lean Six Sigma DMAIC framework, the paper presents a strategic roadmap for implementation, addressing challenges such as data fragmentation, workforce resistance, and cultural adaptation. Using an exploratory case study methodology, the research synthesizes insights from 25+ peer-reviewed sources to develop practical recommendations for technology adoption, change management, marketing alignment, and patient engagement. The findings demonstrate that successful healthcare innovation depends on aligning digital tools with clinical goals, workforce development, and humancentered leadership. This study contributes to a growing body of literature that views CRM and analytics not only as technological solutions but as strategic levers for organizational change, patient empowerment, and sustainable value creation in digital health systems.

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