Medical Device Company Increases Marketing Efficiency

Company Type: Implantable Medical Device Manufacturer
Industry: Healthcare
Sub-Industry: Medical Technology / Device
Products Purchased: Salesforce Health Cloud, Marketing Cloud, Data Cloud

We helped an Implantable Medical Device Manufacturer (IMDM) transition their marketing platform from Marketo to Salesforce Marketing Cloud Next (Marketing Cloud). 

The Challenge: Disconnected Data and Operational Friction

As long-term users of Salesforce Health Cloud, IMDM was facing significant headwinds in their marketing operations. Their existing setup, which had limited integration between Marketo and Health Cloud, required “swivel chair” tasks and a lot of manual effort for the marketing team. This disconnect led to:

• Data Discrepancies: Inconsistent data, especially campaign engagement and consent management, across platforms made it difficult to maintain a reliable "source of truth."
• Operational Inefficiency: Manual audience segmentations - extensive reporting inside Salesforce then exporting and uploading to Marketo - hindered the team’s ability to move quickly and prevented the use of triggered, automated messaging.
• Limited Personalization: Without a unified customer profile, the IMDM team was unable to send highly targeted, relevant communications to patients, caretakers, and healthcare providers

The Solution: A Unified Marketing and Data Platform

To address these challenges, we migrated from Marketo to Salesforce Marketing Cloud Next, powered by Data Cloud. This upgrade centralizes data, reduces manual steps, and automates personalized communications.

Key Technical Pillars:

• Data Cloud Centralization: By syncing Salesforce CRM objects such as Leads, Contacts, Accounts, and Cases, and Marketing objects including Unified Individuals, Consent Status, Engagement, into a single data model, the IMDM team now has a 360-degree view of every patient, caretaker, and healthcare provider.
• Identity Resolution: Establishing sophisticated identity resolution rulesets allowed the team to unify patient, caregiver, and provider information, ensuring a consistent communication thread regardless of how they engaged with IMDM. 
• Advanced Segmentation: With Marketing Cloud powered by Data Cloud, the team moved beyond manually generated static lists to create dynamic segments based on real-time data—enabling more personalized nurture paths for patients, caretakers, and providers at different stages of their journey.

Empowering the Marketing Team

The marketing team at IMDM needed more autonomy over day-to-day responsibilities and less reliance on IT, designers, data analysts. In migrating from Marketo to Marketing Cloud:

• Streamlined Asset Management: Moving away from hard-coded HTML to native, drag-and-drop Email Builder functionality allowed the marketing team to iterate on content without technical bottlenecks.
• Automated Nurturing: By leveraging Flows to trigger personalized, relevant messaging based on specific patient activities, the team effectively automated "lead conversion" and "patient nurturing" journeys, reducing the manual effort required to keep prospects engaged.
• Actionable Insights: The implementation of a centralized Marketing Dashboard, powered by connected Data Cloud analytics, replaced siloed reporting with a holistic view of campaign ROI, allowing the team to measure the impact of their efforts instantly.

Results: Smarter Engagement & Better Data

By fully integrating marketing and CRM data, IMDM achieved:

• Operational Connectivity: Eliminated manual data entry and synchronized behaviors across Marketing Cloud and Health Cloud, resulting in a single source of truth.
• Targeted Relevance: The ability to segment audiences based on specific demographic and engagement data points enabled the team to move from one-size-fits-all broadcasts to personalized, automated communications.
• Scalable Efficiency: The marketing team now operates within a single ecosystem, allowing them to manage complex, multi-channel journeys with significantly less overhead and friction.

For more information about our Salesforce and integration expertise, please contact us.