Modernizing a Digital Marketing Strategy with Segmentation, Targeting, and Personalization

Our client is committed to enhancing wellness through exceptional dental care experiences. To achieve this, they engage with key stakeholders in the dental ecosystem, such as members, brokers, and providers.

Recognizing the importance of an effective marketing strategy, they sought to implement segmentation based on key personas, demographics, and claims data. This approach would enable the creation of personalized experiences, ultimately leading to improved health outcomes.

However, their current email platform lacked the advanced segmentation capabilities necessary to support this strategy.


Lack of data and business intelligence to drive the advanced targeting required for email personalization


Salesforce Marketing Cloud and Salesforce Data Cloud


Capability to create personalized email campaigns for segmented audiences including members, brokers, and providers

The Challenge

Engaging members, brokers, and providers without business intelligence, segmentation, or personalization

Our client previously used a basic email platform to send un-targeted emails to members, providers, and brokers. This system did not integrate with their data platforms, preventing them from utilizing demographic, firmographic, and claims data for personalization.

Consequently, this impersonal approach hindered their ability to drive the desired engagement. Recognizing the necessity for a data-driven platform, our client turned to Penrod for our expertise in creating engaging technology for healthcare and life sciences companies.

The Solution

Advanced Data Segmentation and Automated Marketing Journeys

Penrod suggested utilizing Salesforce Marketing Cloud and Salesforce Data Cloud as the framework for an engagement platform that would unify data across the tech stack. Marketing Cloud's advanced journey build capabilities would serve as the center of engagement. Data Cloud's integration capabilities would construct targeted personas of each member, broker, and provider based on our client's robust data sets.

Engagement would take place across two initial journeys focused on new business and renewals.

Journey 1: New Mambers

Penrod implemented a new member form on their member-facing website. Once filled out, this form triggered a member journey aimed at encouraging registrants to find a healthcare provider and stay engaged even if they didn't require immediate services.

This innovation removed the necessity for manual outreach and established an automated lead generation channel. This streamlined process improved efficiency and member engagement.

Journey 2: Member Renewals

Penrod developed a comprehensive member journey strategy aimed at re-engaging with members who had not made recent visits to the dentist. This proactive approach involved utilizing historical claims data to identify and engage members who had not seen a dentist in the past 6 months.

Additionally, the journey included targeted outreach to members whose policies were approaching expiration, providing our client with the opportunity to encourage them to renew and continue their coverage.

By utilizing Salesforce Marketing Cloud, our client can revolutionize their member generation strategy, saving time and resources while achieving exceptional results.

The Results

Personalized and Targeted Engagement

The seamless integration of Salesforce Marketing Cloud and Data Cloud empowered our client with the robust business intelligence and versatile marketing platform needed to effectively segment, personalize, and engage with their valued members, brokers, and providers.

By utilizing this integrated solution, our client gained a comprehensive insight into their audience and improved their capacity to execute precise and influential marketing campaigns. This has led to the development of engaging relationships in line with their mission to deliver better health outcomes.

Business Intelligence

Data Cloud unifies claims, firmographic, and demographic data

Automated Journeys

Marketing Cloud builds robust journeys triggered by specific events

Better Health Outcomes

Engagement encourages healthy behaviors and access to care

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