Challenge: A leading NY Health System, known for its exceptional post-acute care, skilled nursing, rehab, and senior services, sought to enhance its digital engagement across multiple touchpoints. With complex customer journeys, a diverse audience, and multiple channels—including SMS, email, and advertising—this Health System required a scalable solution to streamline communications and personalize interactions. Additionally, their internal marketing team needed reliable backup support, particularly during staff absences, and desired a partner with deep Salesforce Marketing Cloud expertise to fully capitalize on the platform’s potential.
Solution: Madison Ave Consulting became a strategic partner for the Health System, utilizing their extensive Salesforce Marketing Cloud experience to create a robust, multi-channel engagement solution. Working closely with the Health System, they identified key data sources and established seamless integration, allowing for precise segmentation and tailored messaging. Project highlights included implementing dynamic, data-driven email journeys, setting up SMS campaigns, and integrating Advertising Studio for effective audience targeting.
Implementation Highlights:
- Dynamic Email Content & Journey Mapping: Madison Ave Consulting crafted and tested responsive email templates featuring dynamic content, enabling the Health System to share tailored information with patients and their families. Customer journeys were carefully mapped to ensure smooth transitions between touchpoints—from initial inquiries to follow-up engagements.
- SMS Integration & Real-Time Targeting: With SMS as a high-priority channel, the team established workflows aligned with the Health System’s goals, including health alerts, appointment reminders, and updates on available care services.
- Data and Analytics Setup for Measurable Impact: Leveraging Datorama and Salesforce CDP, Madison Ave implemented real-time dashboards and analytics, empowering the Health System to monitor campaign performance, engagement rates, and conversions. This data-driven approach enabled informed decisions that improved patient engagement and satisfaction.
Results: Thanks to Madison Ave Consulting’s expertise, the NY Health System experienced a rapid and measurable boost in engagement. Their marketing team could now harness data to better understand patient needs and deliver highly personalized experiences at scale. Additionally, Madison Ave’s ongoing support ensured smooth operations, even during peak periods or team absences.
Through this successful collaboration, the Health System solidified its reputation as a trusted, tech-forward healthcare provider, driving improved patient outcomes and elevating brand presence across NYC.