Top 5 PRM best practices for high-performing provider networks

A robust provider network is crucial for healthcare growth. Whether you're expanding service lines, increasing referral volume, or improving access across communities, provider relationship management (PRM) plays a central role. But building and maintaining high-performing networks takes more than relationship-building alone. In the modern healthcare environment, it requires data, strategy, and the right technology foundation. Here are five proven PRM best practices to help you attract, engage, and retain top-performing providers.

1. use data-driven strategies to grow and retain providers

Strong PRM starts with visibility. Understanding provider performance, referral patterns, and engagement activity helps you identify who’s driving value and who needs support. Teams can use this insight to:

• Prioritize outreach based on referral trends and potential
• Flag at-risk providers and intervene early
• Align providers to strategic growth areas or high-margin service lines

PRM tools integrated with a healthcare CDP make this easy by surfacing trends across clinical, behavioral, and operational data. The result is smarter strategies proven to improve retention and fuel sustainable growth.

2. unify patient data to strengthen provider relationships

Providers want to know their patients are supported at every step. When data is siloed across departments, it creates friction in the patient experience, slows down the care process, and erodes provider trust. A healthcare data platform that unifies patient data across EHRs, access centers, and engagement systems enables a 360 patient view that benefits both the patient and the provider. Leveraging a tool that integrates data at every step is essential for creating curated high-performing provider networks.

By sharing meaningful insights, such as appointment follow-through, engagement with care reminders, or feedback from digital surveys, PRM teams can offer high-value touchpoints that reinforce partnerships and improve coordination.

3. combine CRM + CDP for smarter PRM

CRM systems are great for tracking activities and managing relationships. But on their own, they lack the data depth required for personalized, scalable outreach. That’s where a healthcare CDP comes in. Together, CRM and CDP power more intelligent provider relationship management. The CRM handles relationship workflows and activity tracking, while the CDP delivers data-rich insights about provider behavior, referrals, and patient impact. This powerful combination gives liaisons and outreach teams the context they need to tailor conversations, align with organizational goals, and deliver value at every interaction.

4. avoid common CRM RFP mistakes

Choosing the right PRM solution starts with asking the right questions. Too often, health systems issue CRM Request for Proposal (RFPs) that overlook key healthcare-specific needs. Common CRM RFP mistakes include:

• Prioritizing generic features over specific healthcare use cases
• Ignoring integration with EHRs or access center systems
• Underestimating the need for real-time, unified patient and provider data

A better approach is to look for PRM solutions built on healthcare data platforms that support the complexity of provider and patient journeys. Make sure your RFP includes questions about data unification, multi-channel outreach, and closed-loop referral tracking.

5. build provider trust by streamlining referral workflows

Providers are more likely to stay engaged when their referrals are handled efficiently and transparently. A streamlined referral experience that is backed by real-time status updates, fewer handoffs, and proactive communication is key to building long-term loyalty.

By using a PRM platform connected to a unified healthcare data platform like the Cured by Innovaccer Healthcare Experience Platform, teams are enabled to track referral completion and surface delays seamlessly, automatically follow up on lapsed referrals, and easily report these to referring providers. Furthermore, outcomes can be tracked and noted for future reference and further optimization. This level of insight reinforces trust and shows providers that your organization supports them and their patients at every stage.

the future of provider relationship management is data-powered

Top-performing provider networks don’t just happen. They are cultivated through intentional, data-driven strategies. With the right healthcare data platform, a unified 360 patient view, and integrated CRM + CDP technology, health systems can grow stronger partnerships, improve referral alignment, and deliver measurable value across their network.

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