---
title: Eldermark API Capabilities — Active Demand Solution
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-03-31-appointment-with-karly-oykhman-134395109.md
tags:
- meeting
- eldermark
- api
- active-demand
- crm
- marketing-automation
- senior-living
- anthem
- cordwainer
- integrations
layer: 2
client_source: The Cordwainer
industry_context: senior-living
transferable: false
---

# Eldermark API Capabilities — Active Demand Solution

## Overview

Meeting between Karly Oykhman (Asymmetric) and Omayma El Sheshiny (Eldermark) to assess whether the Eldermark API could support sales and marketing automation customizations for client [[wiki/clients/current/cordwainer/index|The Cordwainer]] (parent company: Anthem).

The core finding: **the Eldermark API is post-only and cannot pull data**, which blocks the client's primary automation goals. The recommended path forward is **Active Demand**, a native marketing automation platform with a bidirectional Eldermark CRM integration.

**Attendees:**
- Karly Oykhman — Asymmetric Applications Group
- Omayma El Sheshiny — Eldermark (oelsheshiny@eldermark.com); manages marketing automation setup

---

## Key Decisions

- **Do not pursue custom API integration.** The Eldermark API only supports POST operations (creating/updating records). It cannot read or export data, making trigger-based automation (e.g., fire email sequence when tour status = "booked") impossible via API alone.
- **Pursue Active Demand as the solution.** Active Demand is a senior-living-specific marketing automation platform with a native bidirectional sync to the Eldermark CRM. It covers the client's stated needs and includes pre-built workflows that can be customized.
- **Conduct a wish list review before committing.** Rather than scoping Active Demand blindly, Asymmetric will send the client's full automation wish list to Omayma for a three-way feasibility triage: already possible in CRM / possible via Active Demand / not possible.

---

## Eldermark API — Limitations

| Capability | Available via API? |
|---|---|
| Create/update CRM records (POST) | ✅ Yes |
| Pull/read CRM data | ❌ No |
| Trigger-based automation (e.g., tour booked → email sequence) | ❌ No |
| Scheduled data exports | ❌ No — must be done manually by client |

> "The only thing you can do with our API is post things to the CRM."
> — Omayma El Sheshiny

---

## Active Demand — Recommended Solution

Active Demand is described as "like HubSpot, but specifically made for senior living." Key capabilities relevant to The Cordwainer:

- **Bidirectional CRM sync** — changes in Eldermark CRM reflect in Active Demand and vice versa
- **Tour follow-up automation** — detect tour booked status, trigger email sequences
- **Web form → CRM contact creation** — leads from website automatically create CRM contacts
- **Segmentation and campaigns** — segment by sales stage, lead temperature (hot/warm/cold), lost status
- **Pre-built senior living workflows** — available out of the box, customizable
- **Outlook plugin (existing, underused)** — one-off sales emails can already be logged to the CRM via an Eldermark Outlook plugin; client appears unaware of this feature

### Pricing

- Public Active Demand price: ~$300/month
- Eldermark client rate: **lower, bundled with existing CRM subscription** — exact figure TBD; Katie (Eldermark account contact) to provide formal quote

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## Training Gap Identified

The client is not using existing Eldermark CRM features, specifically the **Outlook plugin for logging individual sales emails**. A supplemental CRM training session was recommended alongside any Active Demand onboarding.

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## Action Items

- [ ] **Karly Oykhman** — Send the client's automation "wish list" to Omayma El Sheshiny for feasibility review
- [ ] **Omayma El Sheshiny** — Triage wish list items into: (1) already possible in CRM, (2) possible with Active Demand, (3) not possible
- [ ] **Omayma El Sheshiny** — Ask Katie to contact the Anthem/Cordwainer community directly and provide a formal Active Demand pricing quote bundled with their CRM subscription

---

## Related

- [[wiki/clients/current/cordwainer/index|The Cordwainer — Client Index]]
- [[wiki/vendors/eldermark|Eldermark]]
- [[wiki/vendors/active-demand|Active Demand]]