Market Definition

Healthcare customer relationship management (CRM) is a system that helps healthcare providers manage patient data, communication, and interactions to improve service quality and patient engagement. The market involves the development of such platforms across hospitals, clinics, and health systems.

These systems are widely used for appointment scheduling, patient follow-ups, personalized communication, and marketing, enhancing patient experience, streamlining operations, and supporting preventive care initiatives. This report outlines the primary drivers of market growth, emerging trends, and evolving regulations shaping the industry.

Healthcare CRM Market Overview

The global healthcare CRM market size was valued at USD 18.09 billion in 2024 and is projected to grow from USD 20.32 billion in 2025 to USD 51.46 billion by 2032, exhibiting a CAGR of 14.19% during the forecast period.

Market growth is driven by personalized patient engagement, which enables targeted communication and stronger relationships through data-driven insights. Additionally, the market is witnessing a shift toward cloud-based platforms that support real-time integration and efficient, patient-focused service delivery.

Major companies operating in the healthcare CRM industry are Salesforce, Inc., SAP, Oracle, Microsoft, IBM, SugarCRM Inc., Accenture, Healthgrades Marketplace, LLC, Infor, nimble solutions, Adobe, HubSpot Inc., Freshworks Inc., Veeva Systems, and Creatio.

The market is expanding due to the rising focus on public health responsiveness. AI-enabled tools are being deployed to monitor disease spread, classify cases, and assist at-risk populations through timely resource allocation.

These capabilities enhance the efficiency and accuracy of public health interventions, allowing agencies to respond faster and manage population health more effectively. The integration of such intelligent systems is leading to greater demand for digital CRM solutions that strengthen service delivery and operational performance in public health settings.

In February 2025, Salesforce introduced Agentforce for Health, a library of pre-built agentic AI skills designed to enhance operational efficiency across healthcare sectors. The solution enables providers, payers, and public health organizations to deploy AI agents for tasks such as eligibility checks, clinical trial analysis, and case classification. This streamlines workflows, improves patient access, supports public health efforts, and accelerates R&D innovation.

Key Highlights:

The healthcare CRM market size was recorded at USD 18.09 billion in 2024.
The market is projected to grow at a CAGR of 14.19% from 2025 to 2032.
North America held a market share of 42.50% in 2024, with a valuation of USD 7.69 billion.
The software segment garnered USD 13.37 billion in revenue in 2024.
The cloud-based segment is expected to reach USD 26.42 billion by 2032.
The collaborative CRM segment is anticipated to witness a CAGR of 15.32% over the forecast period.
The CRM for marketing segment is estimated to grow at a share of 32.89% by 2032.
The customer service & support held a share of 26.30% in 2024.
The healthcare providers segment is expected to reach USD 25.55 billion by 2032.
Europe is anticipated to grow at a CAGR of 14.76% over the forecast period.

Market Driver

Rising Need for Personalized Patient Engagement

The expansion of the market is driven by the rising need for personalized patient engagement, as providers aim to improve patient satisfaction and outcomes. Advanced CRM platforms enable healthcare organizations to deliver targeted communication based on patient behavior, preferences, and clinical history.

This approach reduces administrative burden and strengthens patient relationships. By leveraging data-driven insights and automation, providers enhance retention while supporting more efficient, patient-centric service delivery in a competitive healthcare environment.

In November 2023 , LeadSquared partnered with Reveal HealthTech to enhance healthcare CRM adoption by offering HIPAA-compliant, patient-centric CRM solutions. This collaboration streamlines patient acquisition, retention, and engagement through personalized communication and integrated data insights. The partnership aims to improve care delivery, optimize operations, and boost patient satisfaction by leveraging technology-driven relationship management tools.

Market Challenge

Data Privacy and Security Concerns Related to Patient Information

The progress of the healthcare CRM market is impeded by increasing data privacy and security concerns related to patient information. The surge in cyberattacks and record-breaking data breaches has increased the risk of unauthorized access to sensitive health data. This compromises patient trust and exposes organizations to legal and financial repercussions.

According to the HIPAA Journal, 2023 saw a record 725 breaches reported to the Office for Civil Rights (OCR), affecting over 133 million patient records, underscoring the industry's escalating compliance and operational challenges.

To mitigate these risks, companies are investing in advanced encryption, multi-factor authentication, and real-time threat detection systems. Additionally, they are adopting HIPAA-compliant platforms, conducting regular security audits, and training staff in cybersecurity protocols.

These measures aim to strengthen data protection and ensure compliance with evolving healthcare data security standards.

Market Trend

Growing Use of Cloud-Based Healthcare CRM Platforms

The market is experiencing a growing trend toward cloud-based platforms that support seamless integration with systems such as Electronic Health Records (EHRs), claims, and customer databases. These platforms enable real-time data access and support faster, more accurate interactions.

Featuring pre-configured workflows and dedicated tools, cloud-based CRM solutions are increasingly used to deliver personalized, efficient service experiences aligned with rising demand for responsiveness and tailored communication in healthcare.

In September 2024, Talkdesk launched the Healthcare Experience Cloud for Payers, a CX platform tailored for healthcare insurance firms. It integrates AI-powered contact center tools with CRM, claims, and EHR systems to enhance service accuracy and personalization. Pre-built workflows streamline issue resolution, addressing key factors such as response speed, empathy, and personalized communication critical to retaining insurance members.

Healthcare CRM Market Report Snapshot

Segmentation	Details
By Component	Software, Services
By Deployment Model	Cloud-based, On-premise
By Technology	Mobile CRM, Social CRM, Cloud CRM, Collaborative CRM
By Application	CRM for Marketing, CRM for Sales, CRM for Patient Management, CRM for Customer Service
By Functionality	Customer Service & Support, Marketing & Campaign Management, Patient Engagement, Appointment Scheduling, Billing & Finance Management
By End User	Healthcare Providers, Life Sciences Companies, Health Insurance Payers, Others (Wellness centers, NGOs)
By Region	North America: U.S., Canada, Mexico
	Europe: France, UK, Spain, Germany, Italy, Russia, Rest of Europe
	Asia-Pacific: China, Japan, India, Australia, ASEAN, South Korea, Rest of Asia-Pacific
	Middle East & Africa: Turkey, U.A.E., Saudi Arabia, South Africa, Rest of Middle East & Africa
	South America: Brazil, Argentina, Rest of South America

Market Segmentation

By Component (Software and Services): The software segment earned USD 13.37 billion in 2024, mainly due to the rising adoption of advanced CRM platforms that enhance patient engagement, data integration, and workflow automation across healthcare providers.
By Deployment Model (Cloud-based and On-premise): The cloud-based segment held a share of 59.50% in 2024, fueled by its scalability, ease of integration with existing health IT systems, and ability to support remote access and real-time data sharing.
By Technology (Mobile CRM, Social CRM, Cloud CRM, and Collaborative CRM): The cloud CRM segment is projected to reach USD 16.40 billion by 2032, owing to its cost-efficiency, seamless scalability, and ability to deliver real-time, personalized patient interactions across multiple healthcare touchpoints.
By Application (CRM for Marketing, CRM for Sales, CRM for Patient Management, and CRM for Customer Service): The CRM for sales segment is anticipated to grow at a CAGR of 16.07% through the projection period, largely attributed to increasing demand for data-driven sales strategies that improve lead conversion, relationship management, and revenue generation for healthcare providers.
By Functionality (Customer Service & Support, Marketing & Campaign Management, Patient Engagement, Appointment Scheduling, and Billing & Finance Management): The customer service & support segment held share of 26.30% in 2024, propelled by the growing emphasis on enhancing patient satisfaction through faster query resolution, personalized communication, and consistent service delivery across channels.
By End User (Healthcare Providers, Life Sciences Companies, Health Insurance Payers, and Others (Wellness centers, NGOs)): The healthcare providers segment is expected to reach USD 25.55 billion by 2032, bolstered by the increasing demand for integrated CRM solutions that enhance patient engagement, streamline clinical workflows, and improve care coordination.

Healthcare CRM Market Regional Analysis

Based on region, the global market has been classified into North America, Europe, Asia Pacific, Middle East & Africa, and South America.

Healthcare CRM Market Size & Share, By Region, 2025-2032

The North America healthcare CRM market share stood at 42.50% in 2024, valued at USD 7.69 billion. This dominance is reinforced by the rising demand for value-based care models that emphasize coordinated, patient-centered services.

The region actively promotes care transformation by integrating primary care, specialty care, and community resources to improve outcomes and reduce costs. This approach fosters the adoption of advanced CRM solutions that support care coordination, enhance patient engagement, and manage health-related social needs.

In June 2023, the Centers for Medicare & Medicaid Services (CMS) launched the voluntary Making Care Primary (MCP) Model, a 10.5-year initiative across eight states. The model aims to enhance care management and coordination, support collaboration between primary care and specialists, and address social determinants of health through community partnerships, supporting a comprehensive, multi-payer care transformation.

The Europe healthcare CRM industry is estimated to grow at a robust CAGR of 14.76% over the forecast period. This growth is fueled by increasing healthcare expenditure and supportive reimbursement policies.

Governments across the region are investing heavily in modernizing healthcare infrastructure and improving patient outcomes. These investments prompt providers to adopt advanced CRM solutions that streamline administrative processes, enhance patient engagement, and optimize care delivery.

Additionally, supportive reimbursement frameworks promote the use of digital tools, leading to the widespread implementation of CRM platforms to ensure cost-effective, value-based, and patient-centric healthcare services.

Regulatory Frameworks

In the U.S., healthcare CRM systems are primarily regulated by the Department of Health and Human Services (HHS) through the Office for Civil Rights (OCR) under the Health Insurance Portability and Accountability Act (HIPAA), ensuring the protection of patient data privacy and security standards.
In India, the Ministry of Health and Family Welfare (MoHFW) monitors healthcare CRM systems by overseeing data privacy and digital health standards, and ensuring compliance with healthcare IT frameworks under initiatives such as the National Digital Health Mission (NDHM).
In Europe, healthcare CRM is primarily overseen by the General Data Protection Regulation (GDPR), which governs the collection, storage, and processing of personal health data.

Competitive Landscape

Companies in the healthcare CRM market are prioritizing strategic collaborations, mergers and acquisitions, and new product launches to maintain their market position. Firms are acquiring specialized healthcare tech providers to strengthen CRM portfolios.

Additionally, companies are introducing advanced, compliance-focused CRM platforms tailored to healthcare needs. These competitive actions reflect a dynamic landscape aimed at accelerating digital transformation and reinforcing market positioning in the evolving healthcare ecosystem.

In October 2024, Mastek partnered with Innovaccer to enhance its healthcare offerings through AI, analytics, and unified data solutions. By integrating Innovaccer’s Health Experience Platform with Mastek’s Healthcloud, the collaboration enables healthcare organizations to improve patient outcomes, optimize care delivery, and drive value-based care with personalized engagement, omnichannel communication, and advanced decision-making insights.

List of Key Companies in Healthcare CRM Market:

Salesforce, Inc.
SAP
Oracle
Microsoft
IBM
SugarCRM Inc.
Accenture
Healthgrades Marketplace, LLC
Infor
nimble solutions
Adobe
HubSpot,Inc.
Freshworks Inc.
Veeva Systems
Creatio

Recent Developments (Partnerships/ Product Launch)

In June 2024, Innovaccer Inc. launched its AI-powered Healthcare Contact Center to enhance patient and member experiences. Integrated with its Healthcare Experience Platform, the solution addresses key healthcare CRM challenges by unifying data, personalizing interactions across digital channels, and improving access. It helps organizations overcome fragmented touchpoints, reduce operational strain, and increase retention.
In April 2024, IQVIA and Salesforce expanded their global strategic partnership to accelerate the development of Salesforce’s Life Sciences Cloud, enhancing healthcare CRM capabilities. By integrating IQVIA’s OCE innovations with Salesforce’s AI-driven CRM, the collaboration aims to deliver a unified engagement platform that enhances healthcare professional and patient interactions through advanced analytics, real-time data, and domain expertise.
In March 2024, Salesforce launched AI and data innovations to enhance healthcare CRM efficiency and personalization. Key features include Einstein Copilot, Health Actions, a conversational AI assistant leveraging secure organizational data, along with Assessment Generation and Data Cloud for Health. These tools streamline clinical summaries, accelerate tailored patient assessments, and enable personalized communication from a unified platform.