When it comes to patient engagement, marketing plays an essential role as health systems recognize the need to extend the relationship with a patient beyond the point of care. With the right tools, hospitals and health systems can better acquire, retain and engage patients, beyond the point of care, to provide a unique and personalized healthcare experience. Marketing automation technology should be a key part of the healthcare marketer’s arsenal to achieve these goals. From supporting automated communications to delivering personalized “journey-based” interactions, marketing automation can drive increased conversions and optimize campaign execution through efficiencies and real-time feedback.