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HawkaryDRMCRM Once upon a time, a consumer was someone who purchased goods in the retail space, a shopper, if you will. Technological developments such as online shopping, social media, digital marketing, online profiles and reviews, as well as personalized services, have helped morph yesterday's shoppers into today's consumers. So today, the meaning of consumer also encompasses someone who purchases goods and services in the healthcare realm. Which means patient relationship management is really just consumer relationship management.