The Challenge
Centers Health Care, a leading NY health system known for 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, the Health System required a scalable solution to streamline communications and personalize interactions. Their internal marketing team also needed reliable backup support, particularly during staff absences, and a partner with deep Salesforce Marketing Cloud expertise to fully capitalize on the platform’s potential.
The Solution
Madison Ave Consulting became a strategic partner for Centers Health Care, utilizing our extensive Salesforce Marketing Cloud experience to create a robust, multi-channel engagement solution. Working closely with the Health System, we identified key data sources and established seamless integration, allowing for precise segmentation and tailored messaging.
Implementation Highlights
- Dynamic email content and journey mapping. 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 and real-time targeting. With SMS as a high-priority channel, we established workflows aligned with the Health System’s goals, including health alerts, appointment reminders, and updates on available care services.
- Data and analytics setup. Leveraging Datorama and Salesforce CDP, we implemented real-time dashboards and analytics, empowering the Health System to monitor campaign performance, engagement rates, and conversions.
- Advertising Studio integration. Connected the audience data to Advertising Studio for effective audience targeting across paid channels.
The Outcome
Centers Health Care experienced a rapid and measurable boost in engagement. The marketing team could harness data to better understand patient needs and deliver highly personalized experiences at scale. Ongoing Madison Ave support kept operations smooth 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.