Why the NHS Doesn’t Need Another Generic CRM – It Needs PRM: The CRM for Healthcare

26th August 2025

by John Clarke

“We’ve tried CRMs. They didn’t work.”

If you’re a CIO or COO in an NHS Trust, you’ve probably heard this – or even said it – more than once. And you’re not wrong.

CRMs have promised transformation for decades. They’ve promised to unify data, streamline workflows and improve patient experience. But the reality? Most Trusts are still grappling with fragmented systems, siloed data and manual processes.

So, what went wrong?

The CRM promise vs. NHS reality

CRMs were built for private sector sales and service teams, not healthcare systems. They’re great at managing retention, identifying cross-selling opportunities, tracking leads and managing pipelines. But despite efforts to draw parallels with NHS-specific challenges like outpatient flow, diagnostic booking or hybrid patient engagement, they have fallen short.

Here’s why:

• Data Integration is hard: CRMs don’t natively understand NHS data. Integrating with PAS, EPR, diagnostic systems and patient portals requires expensive, bespoke development.
• Workflow mapping is complex: NHS processes aren’t linear. Mapping them into a generic CRM often means oversimplifying or overengineering.
• The cost is prohibitive: Salesforce and similar platforms come with high per-seat license fees, long implementation timelines and ongoing consultancy costs. For the largest workforce in the UK, that’s a non-starter.

What makes PRM different?

PRM isn’t another CRM. It’s a Patient Relationship Management platform – built for the NHS, with the NHS.

Here’s how it changes the game:

Purpose-built for NHS use-cases

PRM is designed around real NHS workflows – outpatient management, diagnostic coordination, patient communications and more. No translation layer needed.

Ready for NHS data integration

Thanks to our work with Patient Hub, Diagnostic Booking tools and other NHS systems, PRM connects to the data you already have – without months of custom development.

Process automation, not just data storage

PRM doesn’t just show you data – it makes it actionable. Whether it’s enabling patient self-service, straight-through processing, or hybrid digital-human interactions, PRM turns insight into action.

Designed for human + digital collaboration

Where many CRM platforms push for full automation, PRM recognises that the human in the process is still vital. Whether it’s a patient services advisor stepping in to resolve a complex query or a back-office team member managing exceptions, PRM enables seamless handoffs between digital and human touchpoints – reducing risk, improving outcomes and preserving empathy in care.

Built-in patient engagement

From appointment reminders to digital forms and two-way messaging, PRM integrates with patient engagement tools to create seamless, personalised journeys.

No per-seat licensing

Our pricing model is designed for the NHS. No per-seat licenses. No hidden costs. Just value, delivered at scale – aligned to activity and outcomes, not headcount.

The bottom line

You don’t need another CRM. You need a platform that understands the NHS – its data, its people and its patients.

You need PRM.