EHR and Health System Integration

One of the biggest misconceptions in healthcare marketing is that the top electronic health records (EHR’s) are off-limits for messaging. Many assume these systems are “closed” but there’s a growing opportunity for brands to work within these environments as part of a total care strategy.

In this third article in our series on the evolution of point of care (POC), we explore how health systems and EHR integration are becoming foundational to delivering total care, not just targeted moments. That shift begins by rethinking the relationship between EHR systems, hospitals, and the communication infrastructure that supports them.

The Myth: Off-limits for Messaging

The assumption that you can’t reach providers inside health system EHRs is outdated. The real issue is that not all marketers have unlocked the capabilities of these systems.

Some vendors may have surface-level access, like banner placements at the login screen, but lack the ability to leverage patient-specific triggers, AI rulesets, or real-time workflow integrations. That limits the strategic depth of what can be done.

The alternative, working directly with hospital and health systems, opens the door to full tech stack access and integrations which allow for more meaningful, timely, and tailored engagement at the point of care.

Integrating Into the Infrastructure

Direct partnerships with health systems come with a higher lift, but far more flexibility and return. These relationships require deeper alignment with...