The COVID-19 pandemic has made it clear that having the ability to communicate with patients anytime, anywhere, including outside clinical settings is essential. Unfortunately, many organizations don’t have the tools they need for effective digital patient outreach. Customer relationship management (CRM) platforms some retail patient engagement, but their sales-oriented transactional model is stuck in the past. Today’s digital consumer wants a holistic approach to engagement—one that understands their clinical context as well as provides self-service tools. How can you go from looking at patients as “customers” to putting them back at the center of healthcare? Patient relationship management (PRM) is the next step in the digital evolution of patient engagement.