Enhance Patient and Member Engagement Guide

How payers and providers can build trust and loyalty with personalized experiences.


In the wake of the COVID-19 pandemic, providers and payers are facing a new normal. Patients have shifted to telehealth services to stay safe and reduce the burden on overwhelmed hospitals. Members access important health information and updates via digital channels. More than ever, the pandemic has highlighted the power of technology and its role in driving engagement.

The rapid shift to virtual engagement comes with changing industry dynamics and expectations. Digital engagement is no longer a “nice to have.” Healthcare consumers are more connected, informed, and empowered than ever before. This means the stakes are high for providers and payers to improve the healthcare consumer experience.

This guide explores the four ways providers and payers can drive engagement with healthcare consumers through connected experiences that build trust and loyalty in the next normal.


Healthcare consumers want safe access to accurate health information in real time. The COVID-19 crisis has shown that consumers expect proactive communication — on their preferred channels — as well as tailored programs from their provider over the course of treatment, from payers during open enrollment, to personalized emergency communications on preparedness and testing.

Without a single view across touchpoints, providers and payers are unable to engage consumers consistently across their health journey, leading to dissatisfaction and disengagement. This can affect trust and retention, and negatively impact health and business outcomes.

In order to strengthen engagement and build trust, providers and payers must create tailored communications based on patient and member demographics, health status, and personal preferences.


The journey starts with attracting the right prospective healthcare consumers. With a multitude of choices available to consumers, healthcare organizations have to be smarter about how they attract and retain them. Organizations can leverage acquisition data to increase the volume and quality of marketing communications to attract more members and patients as well as optimize provider relationships.

  • 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 reengage inactive consumers 
  • Optimize physician relationships: Build professional email campaigns, track engagement, and follow up with speed from a single platform
Unify and capture data to build and strengthen relationships with a data management solution. Learn more.

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. Here’s how to personalize interactions across the entire health journey:

  • 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 — email, mobile, advertising, and web — with personalized, relevant content that motivates healthy behavior. Maintain engagement with continuous and relevant content. 
  • Automate workflows: Use prebuilt templates and automated workflows to improve employee productivity and create tailored wellness journeys at scale.

of consumers would switch providers as a result of a bad experience. Source: “Connected Healthcare Consumer,” Salesforce Industry Research, 2019.
Create tailored, 1-to-1 member journeys on any device with Marketing Cloud.

Customer Story

With increasing industry pressures to improve outcomes and meet growing expectations, Piedmont Healthcare needed to provide more personalized experiences to each patient across transitions of care, and at scale. With Salesforce, Piedmont Healthcare grew its patient relationships to improve access and efficiency, while using data-driven marketing to boost patient and physician engagement.
  • With Health Cloud, Piedmont has a 360-degree view of every patient to deliver more personalized care and experiences 
  • Key patient insights include appointment scheduling behavior and communication preferences, to deliver more holistic and proactive care 
  • Piedmont tracks the activities of sales staff responsible for nurturing physician relationships and connects performance to their activity
  • Marketing Cloud Account Engagement enables 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, including sales, relationship management, and marketing 
  • Through an integration with Marketing Cloud, Piedmont segments patient populations to deliver personalized and relevant content


Decrease in email bounce rate



Increase in click-through rates


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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