DIGITAL TRANSFORMATION IN HEALTHCARE: A LONGITUDINAL ANALYSIS OF SALESFORCE CRM IMPLEMENTATION AND PATIENT CARE OUTCOMES

Abstract

This article examines the implementation and impact of Salesforce Customer Relationship Management (CRM) systems in healthcare organizations, with particular emphasis on patient care delivery, operational efficiency, and regulatory compliance. Through a mixed-methods approach combining qualitative interviews with healthcare administrators and practitioners, quantitative analysis of implementation outcomes, and longitudinal case studies across multiple healthcare facilities, the article investigates how cloud-based CRM solutions transform traditional healthcare delivery models. The findings demonstrate significant improvements in patient-centric care delivery through enhanced data centralization, streamlined appointment management, and improved care team collaboration. The article reveals that healthcare organizations implementing Salesforce Health Cloud experienced notable enhancements in patient engagement, care coordination, and regulatory compliance, while facing initial challenges in system integration and staff adoption. The article also identifies critical success factors for CRM implementation in healthcare settings, including comprehensive staff training, phased deployment strategies, and robust change management protocols. These findings contribute to the growing body of knowledge on digital transformation in healthcare and provide practical insights for healthcare organizations considering similar technological implementations. The article concludes by proposing a framework for evaluating and implementing CRM solutions in healthcare settings, with implications for practitioners, administrators, and healthcare technology professionals.