Summary

As a member of the marketing automation team at Bluewolf, a premier Salesforce agency, I took the initiative to address Blue Cross Blue Shield's (BCBS) challenges in disseminating timely information to their vast healthcare provider network. By actively listening, a casual conversation transformed into a comprehensive strategy, combining multiple data sources to enable effective and personalized communication.

Challenge

BCBS struggled with timely delivery of critical information to their healthcare provider network, particularly concerning updated coverage details and re-enrollment notifications. As they transitioned to Salesforce Marketing Cloud, it was imperative to bridge the gaps between their previous marketing automation solution, CRM, and other databases to ensure seamless communication.

Solution

• Data Mapping and Integration: Collaborated with technical and account teams to understand and map the data flow. Using Informatica and Salesforce Marketing Cloud, we identified and connected key information sources to ensure data consistency and accessibility.
  
• Data Dependency Analysis: Delved into data interdependencies to ascertain how various data points interplay, ensuring they drive personalization and are harmonized efficiently through Informatica.
  
• Salesforce Marketing Cloud Configuration: Due to tight deadlines, I assisted our implementation team with the configuration of Data Extensions and Audience Builder within Salesforce Marketing Cloud to facilitate targeted communications.
  
• Communication Expansion: Beyond merely addressing the original concern, we ideated and implemented notification strategies for providers who had pending actions. We also introduced a series of campaigns that offered valuable resources and FAQs.
  
• Personalized Education Content: Curated tailored educational content based on the provider's profile and geographical location, enhancing their capacity to offer optimal care to their patients.

Results

The efforts drastically improved BCBS's communication effectiveness, ensuring timely information delivery and fostering deeper provider engagements. By proactively offering more than just a solution to the initial problem, My team and I were able to help BCBS solidify its position as the go-to source for healthcare resources that allowed providers to improve engagement and overall care quality with for their patients. This proactive approach not only addressed the immediate needs but paved the way for expanding our "Beyond" services with BCBS.