The role of AI-powered CRM in personalized healthcare and patient engagement

Chowhan, Giridhar Raj Singh (2025) The role of AI-powered CRM in personalized healthcare and patient engagement. World Journal of Advanced Research and Reviews, 26 (2). pp. 168-177. ISSN 2581-9615

This article examines the transformative impact of artificial intelligence-powered Customer Relationship Management (CRM) systems on healthcare delivery and patient engagement. As the healthcare sector undergoes digital transformation, AI-enhanced CRM platforms have evolved from basic administrative tools into sophisticated systems that enable personalized care and proactive health management. The integration of machine learning algorithms, natural language processing, and predictive analytics has revolutionized patient profiling, risk assessment, and care management. These systems excel at aggregating diverse data sources to create comprehensive patient profiles, predicting health risks before clinical manifestation, and facilitating continuous engagement between encounters. Advanced sentiment analysis capabilities allow healthcare organizations to systematically track patient experiences and address concerns proactively. Seamless integration with Electronic Health Records (EHR) and other healthcare technologies creates unified information environments that improve coordination and personalization while enhancing operational efficiency through workflow automation and resource optimization. Despite significant benefits, implementation requires navigating regulatory, ethical, and organizational challenges. As these technologies continue to evolve, emerging capabilities in multimodal AI and real-time adaptive engagement promise to further transform the healthcare experience, creating more responsive, personalized care delivery models that improve outcomes while optimizing resource utilization.