Northwell Health

New York’s largest private employer and health care provider, with 23 hospitals and more than 750 outpatient facilities

Northwell wanted to ensure the success of their digital marketing initiatives of identifying, reaching, and engaging with their patients and community.

• Underutilized, fragmented and disparate data
• Inability to effectively deliver personalized marketing communications
• Complexity of executing Omni-channel marketing efforts
• Inefficiency in communicating to audience with a common voice
• Increase overall engagement rates

Developed a unified data warehouse that integrates fully with their marketing automation platform to deliver relevant copy to the right individuals at the right time.

• consolidated data feeds
• applied custom data processing for all key data fields,
• improved individual/household identification logic,
• installed and implemented Marketo marketing automation platform
• integrated crm, cms, and map
• improved agility/flexibility to take in new data and respond to custom data requests
• regularly hygiene and append all data with key demographic elements resulting in a centralized intelligence database that optimized their ability to engage with their audience.

Implemented a  scoring system and automated work flows which allowed them to nurture their audience and deliver relevant and personalized content to each individual in real-time.

Heightened relevance of every communication through enhanced segmentation and targeting as a result of greater depth of data maintained within the centralized data warehouse.

Maintained a common voice through omni-channel audience communications by utilizing email, social, search and call center to promote customized nurture tracks powered by centralized data warehouse.

• Within two months, produced unprecedented cost-savings from their digital marketing campaigns
• Overall deliverability rate increased to 98.3%
• Appended nearly 250,000 email records to customer data
• Identified 13% of email records and 18% of postal records within database that were undeliverable of which 22% were corrected
• Increased the depth of data within their database by adding key demographic information