Enhance Patient and Member Engagement Guide

How payers and providers can build trust and loyalty with AI-powered personalized experiences


Learn how personalization can strengthen engagement, build trust, and turn providers and payers into trusted partners

Healthcare consumers want safe access to accurate health information in real time. They expect proactive communication on their preferred channels as well as tailored programs from their provider over the course of treatment. From payer communication during open enrollment, to personalized medication management, to help scheduling and maintaining appointments, people want to feel like their healthcare teams are invested, trusted partners in their health journeys.

Without a single view across touchpoints, providers and payers find it difficult to engage patients and members consistently, often leading to dissatisfaction and disengagement. This can affect trust and retention, and negatively impact health and business outcomes.

Strengthening engagement and building trust requires that providers and payers create tailored communications based on patient and member demographics, health status, and personal preferences. This will allow them to:

The journey starts with attracting the right prospective healthcare consumers. With many choices available, healthcare organizations have to be smarter about how they attract and retain them. Organizations can use acquisition data to increase the volume and/or quality of marketing communications to attract more members and patients, as well as optimize provider relationships. Properly employing data insights enables you to:
  • Access rich audience insights: Use data from multiple sources — including second- and third-party data, email engagement, SMS interactions, and website visits — to securely and efficiently reach your target audience
  • Enhance acquisition with lookalikes: Grow your target audience by identifying individuals who possess similar attributes and re-engage inactive consumers
  • Optimize physician relationships: Build professional email campaigns, track engagement, and follow up with speed from a single platform

The next step is to personalize the experience. Using contextually relevant messages and omni-channel communications, providers and payers can consistently reach consumers on any device at the right time. Personalizing interactions across the entire health journey requires that you:

  • Create tailored journeys: Manage the entire journey — acquisition, enrollment, onboarding, care appointments, and ongoing wellness tips — with an experience built around health needs and preferences.
  • Power omni-channel conversations: Engage consumers at the right time on any device and channel with personalized, relevant content that motivates healthy behavior.
  • Automate workflows: Use prebuilt templates and automated workflows to improve employee productivity and create tailored wellness journeys at scale.
Payers don’t offer all the services a member wants
88% of consumers are interested in personalized communications from payers, but only 30% actually receive them.
Source: “Connected Health Consumer,” Salesforce Industry Research, 2021.

Piedmont Healthcare reimagined patient engagement and outreach across its community.

With increasing industry pressures to improve health outcomes and meet patient expectations, Piedmont Healthcare needed to provide more personalized experiences to each patient across transitions of care. With Salesforce, Piedmont Healthcare grew its patient relationships to improve access and efficiency, while using data-driven marketing to boost patient and physician engagement. In doing this, they gained:
Using Health Cloud to connect siloed systems, Piedmont Healthcare created a 360-degree view of their patients and unlocked the ability to deliver more personalized care
Key patient insights like appointment scheduling behavior and communication preferences give Piedmont Healthcare the information they need to deliver more holistic and proactive care
Piedmont Healthcare tracks the activities of sales staff responsible for nurturing physician relationships and connects performance to their activity

Marketing automation tools allow Piedmont to deliver personalized communications to the physician community at scale

The sales staff monitors communications and nurtures physician leads, improving productivity, tracking engagement, identifying the best leads, and following up with greater speed

From a single source of truth, Piedmont plans all campaigns based on consumer, patient, and physician interactions across the organization. This includes sales, relationship management, and marketing

Piedmont uses the integrated CRM to segment patient populations and deliver personalized and relevant content

Piedmont Healthcare saw:


Next: Step 2: Empower Consumers and Build Trust

Discover how providers and payers can create connected experiences for healthcare consumers
  • Unleash a 360-Degree View
  • Leverage Analytics Insights
  • Enable Self-Service

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