Our client collects thousands of data points to optimize real-time treatment. This data-driven approach creates a continuum of care that tailors each patient's needs to achieve outstanding clinical outcomes, whether in inpatient, outpatient, or virtual settings. However, data on the business side was a different story. It became clear that technical debt, unintuitive layouts, and inefficient processes were a bottleneck.

That's where Penrod stepped in to help our client better handle the family relationships that depended on life-saving mental health care. At Penrod, challenge invigorates us. And for our client, we were ready to roll up our sleeves and get started.

Challenge

Overcoming technical debt, inefficient processes, and lead attribution woes that bottlenecked the digital marketing strategy

Solution

Salesforce Health Cloud and Marketing Cloud

Results

More Efficient Intake, Automated Outreach, and Visibility into KPIs

The Problem

For our client to serve its patients and their families effectively, their digital marketing and operational processes needed to be flawless. Unfortunately, their existing Salesforce Sales Cloud setup wasn’t pulling its weight. Here’s what our client was up against.

Complicated Family Hierarchies

Salesforce Sales Cloud wasn’t configured to manage the interconnected relationships between parents, guardians, and children, making it harder to coordinate care.

Gaps in Lead Attribution

Tracking and analyzing how potential patients were finding our client was far from clear. Without clean data, crafting an effective digital marketing strategy was nearly impossible, and the provider relationship team struggled with outreach due to lead attribution issues.

Inefficient Intake Processes

Every call, whether relevant or not, generated a new lead in their system, clogging the intake process with unnecessary data and wasting precious time.

Technical Debt & Poor System Design

Years of accumulated technical debt, messy field layouts, and outdated configurations slowed operations. The data model didn’t support family relationships or scalable integrations for future projects requiring potential EHR integrations.

Poor Partner Experiences

To top it all off, our client had less-than-stellar experiences with other Salesforce partners. These partners lacked healthcare expertise and a partnership model that would help our client track milestones to ensure the new platform's success. That’s where Penrod stepped in to set a new standard for partnership.

The Solution

At Penrod, we don’t just slap a solution on a problem. We want to dig deep, and use our healthcare experience to partner with our clients on a level that Salesforce generalists can't. Here's how we did it with our client.

Crafting a Clear Plan

Our work started with a clear statement of work and milestones that would ensure the project had a clear vision for success. Every new implementation needs to consider the current state. Penrod set out to understand the existing system and data architecture to ensure the essentials could be migrated successfully.

With a solid plan in place, Penrod went to work on the new platform, built on Salesforce Health Cloud.

Cleaning Up

Penrod cleaned up technical debt, freeing up resources and contracts that weren't being utilized. Employee experience trickles down to patient experience very quickly. By reducing clicks, consolidating fields, and rearranging pages, we made it easier for our client to provide exceptional healthcare experiences.

Building an Engine Built for Intake

With the foundation for a healthy platform set, Penrod started building a lead generation engine. It began with a framework for lead scoring, activity tracking, and automated assignment. The framework simplified how referrals could be managed, making the process from intake to admission much faster. Mobile-friendly intake forms started engagements on the right foot and mapped patient information directly into a secure Health Cloud environment where intake coordinators could quickly act on the data.

Additionally, attribution is now correctly assigned and tracked, ensuring our client can understand the best referral sources and strategies.

Driving Decisions with Attribution

We didn’t stop there. Proper lead attribution was implemented so our client could finally track their most effective referral sources, ensuring their marketing budget was being spent wisely.

Automated Outreach

Outreach has never been easier for our client. We automated communication with providers and alumni, creating an ongoing referral engine that drives the right engagement at the right time.

KPI Visibility & Actionable Insights

New dashboards gave our client’s leadership the power to see their entire intake process in real-time. From funnel drop-offs to top referral sources, decision-makers now have the data they need to identify bottlenecks, fill gaps, and make informed improvements.

The Results

The outcome was transformational for our client.

Efficient Intake Processes

With better workflows and UX, our client's intake coordinators now handle patient inquiries and referrals more efficiently, reducing duplicate or unnecessary leads.

Automated Outreach

The automated outreach workflows ensure that providers and alumni are re-engaged at just the right time, boosting referral volume like never before.

Enhanced Data Visibility

Leadership now has key KPIs like lead attribution, intake process duration, and referral trends at their fingertips. Visibility has made data-driven decisions at our client possible.

Efficient Intake Processes

Automated Outreach

Data Visibility

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