This is an excerpt from a member-only article. To read the article in its entirety, please login or subscribe.

Editor's note: This is part two of a two-part series. Last month, we discussed ways to incorporate customer relationship management (CRM) into your existing marketing and advertising efforts. This month, we show you how one health system got the CRM ball rolling and how your organization can benefit from this technique. Thinking of implementing CRM marketing at your hospital? After all, it allows you to collect specific information about your patients and target your marketing efforts to their preferences.