Salesforce Marketing Cloud for a Healthcare Provider

Personalized Care & Communication: Salesforce Marketing Cloud for a Healthcare Provider

As the elderly become more tech-savvy, they expect modern, efficient ways to communicate with healthcare providers. A regional Medicare provider in the Northeastern United States faced challenges with their outdated communication systems. Relying solely on paper mail, postcards, and phone calls, the organization struggled to connect with members, lacked visibility into the success of their campaigns, and experienced early turnover due to minimal engagement. These inefficiencies strained the customer experience and made it clear that modernization was overdue.

To address these challenges, we implemented Salesforce Marketing Cloud to engage customers through email and SMS.

Goals for the Project:

Audience Segmentation: Create audience segments based on patient lifecycle data for tailored messaging.
Multi-Language Communication: Brand customer touchpoints and deliver them in preferred languages (English, Spanish, or Chinese).
Automated Campaigns: Launch five multi-channel, multi-language campaigns with a custom preference center for opt-outs.
Data Quality: Clean up existing data and establish processes for maintaining cleaner data.

Tectonic’s Role in the Transformation

Tectonic designed and implemented a Salesforce Marketing Cloud solution that transformed how the provider communicated with its members. The solution enabled multi-channel, multi-language communications integrated with Salesforce Health Cloud via the Marketing Cloud Connector and additional systems like MuleSoft and Snowflake. To enhance SMS capabilities, the organization also integrated with Five9.

Early collaboration with the provider’s Salesforce Health Cloud team enabled Tectonic to address outdated customer data issues, create safeguards for inaccurate information, and plan future strategies for seamless customer data collection. A custom preference center was also developed and translated into multiple languages.

Overcoming Data Challenges

Accurate customer data was a significant obstacle—only 60% of records included valid email or mobile phone numbers, with an even smaller percentage having both. Tectonic conducted multiple working sessions to develop strategic efficiencies and establish a foundational process for gathering and cleansing member contact information.

Customized journeys were created to ensure messaging aligned with available communication channels. For example:

If email was unavailable or opted-out, SMS was sent.
If SMS was unavailable or opted-out, email was sent.
In optimal scenarios, both email and SMS were delivered.

Key Outcomes

Tectonic’s efforts allowed the healthcare provider to modernize their communications, better analyze engagement data, and improve member interactions. The results exceeded expectations:

Launched Six Campaigns: 33 emails and 17 SMS messages in both English and Spanish.
Increased Engagement: A 50% increase in survey completions within three days compared to the previous year.
Enhanced Metrics: Immediate insights into deliverability, open rates, and click rates—metrics previously unavailable.
Streamlined Systems: Replaced siloed legacy solutions with a centralized process and data repository for member engagement.

Impact Across Departments

This project not only improved member communication but also empowered internal departments—including Marketing, Customer Experience, Sales, and Retention—with easy-to-understand metrics. It laid the foundation for future campaigns, enhanced data accuracy, and fostered stronger member relationships.

By leveraging Salesforce Marketing Cloud and Tectonic’s expertise, the healthcare provider transformed its operations to deliver personalized, timely communication and ensure lifelong member satisfaction.

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