How we successfully enabled a large hospital network to deliver on their key marketing initiatives of identifying, reaching, and engaging their patients and community digitally.
PROFILE
A large hospital network wanted to ensure the success of their digital marketing initiatives of identifying, reaching, and engaging with their patients and community.
CHALLENGES AND OBJECTIVES
- Underutilized, fragmented and disparate data
- Inability to effectively deliver personalized marketing communications
- Complexity of executing Omni-channel marketing efforts
- Inefficiency in communicating to audience with a common voice
- Increase overall engagement rates
SOLUTIONS
- Developed a unified data warehouse that integrates fully with their marketing automation platform to deliver relevant copy to the right individuals at the right time.
- consolidated data feeds
- applied custom data processing for all key data fields,
- improved individual/household identification logic,
- installed and implemented Marketo marketing automation platform
- integrated crm, cms, and map
- improved agility/flexibility to take in new data and respond to custom data requests
- regularly hygiene and append all data with key demographic elements resulting in a centralized intelligence database that optimized their ability to engage with their audience.
Implemented a scoring system and automated work flows which allowed them to nurture their audience and deliver relevant and personalized content to each individual in real-time.
Heightened relevance of every communication through enhanced segmentation and targeting as a result of greater depth of data maintained within the centralized data warehouse.
Maintained a common voice through omni-channel audience communications by utilizing email, social, search and call center to promote customized nurture tracks powered by centralized data warehouse.
RESULTS
- Within two months, produced unprecedented cost-savings from their digital marketing campaigns
- Overall deliverability rate increased to 98.3%
- Appended nearly 250,000 email records to customer data
- Identified 13% of email records and 18% of postal records within database that were undeliverable of which 22% were corrected
- Increased the depth of data within their database by adding key demographic information
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