Customer relationship management (CRM) platforms have been a major topic of conversation in marketing for several years now. But if you think it’s a worn-out topic, you should think again.

What’s the point of marketing automation? Basically, it’s all about making your hospital money. Three years into its marketing automation program, Kindred Healthcare has seen an ROI of 90:1 with marketing automation. Lori Riggs, Senior Director of Experience Marketing at Kindred Healthcare, said the organization earned millions of dollars in revenue because of it.