NEXT-GENERATION CRM IN HEALTHCARE: THE ROLE OF AI, PREDICTIVE ANALYTICS, AND PATIENT JOURNEY MAPPING

As healthcare systems worldwide move toward value-based care, the adoption of intelligent Customer Relationship Management (CRM) systems has become vital for enhancing patient engagement, optimizing service delivery, and improving population health outcomes.This paper explores the evolving role of next-generation CRM in healthcare, with a focus on Artificial Intelligence (AI), Predictive Analytics, and Patient Journey Mapping.Through a critical review of recent literature and technological developments, we demonstrate how these tools transform patient experience, streamline operational workflows, and facilitate personalized care.We also present frameworks and diagrams that illustrate integrated CRM models and data flows in healthcare.Our analysis highlights not only technological innovation but also emphasizes the importance of data governance, ethical AI implementation, and patient-centric design.By examining current case studies and empirical research, the paper outlines strategic and operational guidelines for healthcare organizations aiming to adopt nextgeneration CRM systems.