Our client is a century-old hospital with digital-age challenges. A communications strategy driven by ad hoc emails with inconsistent messaging and branding hindered engagement with physicians and patients – but Penrod, with some help from the Salesforce platform, was there to help.
For over 100 years, our client has served high-quality healthcare with a patient-first mentality. Their commitment to excellence has resulted in consistently high patient satisfaction rates and an extraordinary reputation for safety and care. However, even the most established institutions face challenges, and for our client, effective communication with their key stakeholders—physicians and patients—became a pressing issue.
That's where Penrod stepped in, bringing a highly effective approach to unified messaging, measurable email performance, and higher engagement.
Fragmented and ad-hoc physician and patient communications
Salesforce Marketing Cloud
Cohesive branding, consistent messaging, and regulatory compliance across patient and physician communications
Our client hoped to create an effective provider referral management program by keeping physicians in the loop on new services, specialties, and expanded locations. However, their approach was fragmented. Physician liaisons and business development teams across multiple specialties sent ad-hoc emails, causing inconsistent branding and messaging. And measuring email performance? Nearly impossible.
The impact? Our client was missing out on low-hanging provider referrals.
On the patient side, our client tried to inspire healthy lifestyle choices with email communications. Unfortunately, like provider communications, a lack of cohesion hurt this goal. Branding and messaging were inconsistent, missing opportunities to tie marketing programs with topical health observances like Heart Month. Our client’s newsletters fell flat, failing to inspire their audience with actionable advice or proactive health changes.
Both physician and patient communications needed a serious refresh. The solution? Penrod suggested Salesforce Marketing Cloud to answer their communication challenges.
Penrod suggested that Marketing Cloud was the best solution to our client’s communication issues. This centralized platform would unify physician and patient engagement efforts, delivering consistent, measurable communications at scale.
Our client’s referral strategy shifted from disjointed, ad-hoc emailing to cohesive, targeted campaigns managed by the marketing team. With control over the messaging, marketing could create awareness for new services and locations with local physicians. This enhanced the effectiveness of their referral program and put time back in the hands of physician liaisons, freeing them from time-consuming manual emailing.
Patient engagement saw improvements as well. With Salesforce Marketing Cloud, our client modernized its newsletter strategy by aligning content with seasonal themes and health observances. For example, a Heart Month campaign featured heart-healthy tips, recipes, and actionable patient advice. Beyond impactful messaging, Salesforce ensured all communications healthcare compliance regulations. The result? A more professional, engaging, and compliant approach to patient outreach.
Penrod's Salesforce Marketing Cloud implementation unified a fragmented email strategy.
By eliminating the chaos of fragmented communication, staff were relieved of manual email burdens, allowing them to focus on higher-value tasks.
Every email now reflects our client’s professional branding identity, amplifying trust and authority across physician and patient audiences alike.
Our client has visibility into email engagement metrics for the first time, enabling data-driven decisions to improve communication strategies continuously.
Adhering to industry email regulations is more manageable, thanks to Marketing Cloud's built-in governance tools.
Penrod's Marketing Cloud implementation upgraded a century-old hospital to the digital age. By centralizing physician and patient communications, our client is equipped to drive more referrals and inspire healthier communities.
But this is just the beginning. With a centralized platform, our client has the tools to continuously improve its strategies, adapt to new opportunities, and maintain its leadership in patient-focused care.
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