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 ^[1] (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

"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

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.

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

• ^[2]
• ^[3]
• ^[4]