CHALLENGE:
Recognition of untapped potential leads to prioritizing inefficiency
The healthcare system, having been a Salesforce Marketing Intelligence user for a long period of time, struggled to realize the platform's full value. Without a full understanding of Intelligence, their ability to measure marketing's impact on the business was limited. Additionally, marketing data standards were inconsistent across disparate marketing teams, and programs that directed patients to providers were difficult to quantify because of limited care provider availability. With these challenges and more in mind, the healthcare system connected with Spaulding Ridge to find a solution tailored to them.
SOLUTION:
A new reporting process aimed at providing the full picture of business performance
We connected with the healthcare system’s team and reviewed their current process and workflow, which led us to recommend a data standardization exercise across all media-buying teams. Through this effort, we established a more robust way to tag and track media placements that are regularly trafficked to advertising and demand side platforms (DSP). The new data standards enabled easy classification of data for reporting and decision-making.
Artificial Intelligence (AI) capabilities from Salesforce and Causal ML Models for marketing attribution were created to help save time and drive impactful insights. Most importantly, we helped create an “ROI Dashboard” to better report on marketing touchpoints, such as patient appointments and provider encounters, and ultimately on revenue outcomes
The ROI Dashboard included:
- A streamlined overview of the entire patient journey. From clicks-to-cash, each stage of the customer journey was captured and presented within the ROI dashboard.
- ROI from marketing efforts by healthcare service line, practice, and HCP.
- A source-of-truth of marketing's impact on the business, leading to better decision-making and budget allocations.
Our work not only helped the healthcare system's team understand how to fully maximize Intelligence's capabilities, but also provided the necessary tools to accurately report to internal stakeholders the positive impact marketing had on the business's overall performance.
RESULTS:
Accuracy in marketing performance enhances customer behavior
After assisting the healthcare system, organizational alignment around KPIs and the “metrics that matter” are now the norm. Intelligence’s capabilities powering the ROI dashboard provide deeper insight into marketing performance, offering a roadmap for continued revenue success in the present and future.
Overall, the ROI dashboard connects all the dots from a prospective patient’s first interaction through to the resulting revenue. With an accurate picture of patient behaviors, ROI can now be understood by expected reimbursement and contribution margin.
Looking ahead, predictive and generative AI models will be introduced to continuously drive better marketing outcomes for the healthcare system.
