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Editor's note: This is part one of a two-part series. Next month, we'll discuss how to implement a customer relationship management (CRM) program at your hospital. To purchase a copy of this archived Webcast, visit www.healthleadersmedia.com/webcast. Media is changing. As more people are using technology to fast-forward through commercials and adding their phone numbers to do-not-call lists to prevent telephone sales, marketers have to get creative and specific when targeting their audience, said Guy Miller, president of Reach 3 and partner-vice president of Third Wave Research. This is where CRM comes in, said Miller, who spoke during the January HealthLeaders Media Webcast,"Integrate Advertising, the Web, and CRM at Your Hospital." CRM means collecting information specific to your patients and targeting future marketing to their specific preferences.