Until Piedmont adopted Marketing Cloud, the sales staff had no automated system for tracking communications and nurturing physician leads, making it difficult for relationship managers and quality specialists to gauge the status of their relationships with affiliated physicians. Through the use of Pardot, the sales staff has improved its productivity by delivering personalized messages at scale, and then tracking engagement, identifying best leads, and following up with greater speed.
Piedmont has greatly improved its overall email marketing effectiveness by modernizing its marketing and sales outreach through Marketing Cloud, Social Studio, and Pardot. Bounce rates dropped by 83.5% (down to just 1.3%) and click-through rates jumped by 21% (up to 8%). Open rates increased by 6.7% (up to 32%). Because marketers can launch new campaigns so much more quickly, campaign volume and frequency has jumped, improving overall productivity for Piedmont’s marketing efforts.
Future expansion of Marketing Cloud will support new ways to reach patients, such as direct-to-consumer campaigns that empower patients to identify and manage their specialty care needs. Other plans, which may include expanding Salesforce use to the quality specialist team of relationship managers, are expected to foster improved collaboration and greater transparency across teams within the system.