Large Nonprofit Health System
Improving Healthcare Data Quality With Salesforce Data Cloud
What if...we could sync data from Epic and Salesforce Health Cloud to Data Cloud and improve marketing segmentation capabilities?
Our client is one of the largest faith-based nonprofit health systems in the U.S. and the largest in North Texas in terms of number of patients served.
Better Data Was Needed to Power Healthcare Marketing Campaigns
Research from Forbes cites that by 2025, healthcare data will experience a compound annual growth rate of 36%. Advancements in analytics tools, medical imaging, chatbots, and virtual assistants have contributed to this increase, which challenges healthcare organizations to continue adherence with strict compliance regulations while proactively connecting with consumers.
Our client was using Salesforce Health Cloud, integrated with Epic, as its customer relationship management (CRM) foundation, and Salesforce Marketing Cloud for automated cross-channel marketing. However, these platforms could neither analyze the organization's vast amount of encounter data nor leverage it to scale, which inhibited the organization's ability to improve the consumer experience by enabling personalized marketing.
To improve the overall consumer experience with a 360-degree view of patients and keep its marketing channels compliant, our client needed to create a preference center on its website that would expand capabilities around syncing patient encounter data, communications preferences, and contact-consent data. Consumers would be able to decide what type of marketing communications they want to receive, on which channels they wish to be contacted, and whether they want to opt in or opt out of a particular type of communication.
Facilitating Compliance by Syncing Data to Salesforce Data Cloud
Healthcare data is highly regulated and there can be serious repercussions for lack of adherence. Organizations must be incredibly vigilant, part of which entails ensuring that every patient is presented in clear terms what is done with their data, is given a choice of how and if they want to receive communications, and that the patient can choose the communications they wish to receive as well as the channel in which they wish to receive them.
To ensure our client was complying with data regulations, we built a preference center on its website. This preference center aggregates all consumer data and clearly presents marketing opt-in options to site visitors.
First, we enabled data segmentation by syncing encounter and patient data from Epic and Salesforce Health Cloud to Salesforce Data Cloud (e.g., which doctor a patient visited, survey results, household size, etc.). Collecting this data allows the organization to create a 360-view of the consumer and provide personalized marketing communications.
Next, we synchronized marketing opt-in data between Epic, Health Cloud, Marketing Cloud, and Data Cloud and integrated that data into the preference center so that patients would not have to opt-out of marketing communications again if they had previously done so.
Syncing Epic patient encounter data in Data Cloud improved the overall consumer experience by providing the marketing communications patients want in the channels they choose, allowing the marketing team to compliantly engage patients with timely, relevant, and tailored communications.
Results
Providing Personalized Care With Compliant Practices
The organization's marketing team now has a complete view of the consumer and can better support patient care based on the patient's preferences.
The preference center provides the organization a 360-degree view of patients and consumers and helps it deliver more-relevant and personalized communications while remaining in compliance with healthcare and consumer data protections and regulations.
Syncing Epic patient encounter data in Data Cloud improved the overall consumer experience by providing the marketing communications patients want in the channels they choose, allowing the marketing team to compliantly engage patients with timely, relevant, and tailored communications.
Additionally, our client is well positioned to activate Data Cloud's powerful capabilities for additional use cases, including referral management.
Our deep healthcare expertise and award-winning experience delivering Salesforce solutions across Health Cloud, Marketing Cloud, and Data Cloud made us the clear partner of choice to help our client achieve its goals for improved, personalized, and compliant patient communications.