About Northwell

Based in Great Neck, NY, Northwell Health is the largest private employer in the state of New York, and the 14th largest integrated health network in the country. Northwell is focused on delivering exceptional experiences, positive outcomes and maintaining wellness for our patients and customers. While we’re at it, we’re planning on looking at health care differently in the process. You can play a pivotal role in this amazing story.

About Reach Marketing

Reach Marketing is a data and technology-driven marketing firm that enables our clients to engage with their customers more effectively as well as omni-channel prospect to gain new customers. Their dedicated team delivers tangible results by utilizing our proprietary data assets, database technology, demand generation infrastructure and marketing automation expertise.

• Underutilized, siloed 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

In order to reach and engage with an ever-changing demographic, Northwell partnered with Reach Marketing to facilitate their digital marketing initiatives and achieve their marketing challenges and goals.

Since effective marketing is founded on accurate and deep data, it was instrumental for NW to centralize and standardize all of their data. By building a fully integrated data warehouse NW was able to consolidate data feeds, apply custom data processing for all key data fields, improve individual/household identification logic, improve 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.

Integrated a scoring system and automated work flows which allowed NW to deliver relevant and personalized content to each individual in real-time. Each nurture is empowered by automated data integration between CRM, data warehouse, Marketo and call center for immediate telemarketing follow-up. This structure facilitated a seamless handoff between call center and marketing automation which maximized each communication.

Integration with data warehouse and marketing improved overall engagements by enabling improved personalization within each communication including email, postal, landing pages and website 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 utilizing email, social, search and call center to promote customized nurture tracks powered by centralized data warehouse.

Within two months, campaign success became evident. Both the Northwell Health cardiology and orthopedic departments experienced exponential growth in patient conversions while producing unprecedented cost-savings from their digital marketing campaigns.

They predict even larger growth as additional departments begin to engage patients through similar digital campaigns fueled by their optimized central intelligence data warehouse.

• 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 including: Presence of Children, Interests in Dieting, Health & Fitness, and Sports Enthusiasts
• 900% Increase in conversions in cardiology department over a 4-month Span as well as a 59% Reduction in cost compared to previous campaigns
• 1600% Increase in conversions in orthopedic department over a 4-month Span as well as a 65% Reduction in cost compared to previous campaigns