Marketing Cloud Delivers HIPAA-Compliant Data Solutions

Company Type: Medical Service Provider
Industry: Healthcare
Sub-Industry: Provider / Medical Technology
Products Purchased: Salesforce Health Cloud, Data Cloud, Marketing Cloud

Our client, a medical service provider (Med Service), contracts with state governments, managed care organizations, and private agencies to provide care for individuals with intellectual and developmental disabilities. Before this project, its marketing and operational data were separated in silos across spreadsheets, Hubspot, and Health Cloud. This posed several challenges hindering growth:

• Compliance Risks: The existing Hubspot setup was not HIPAA-compliant, creating data security risks.
• Operational Inefficiencies: Patient rosters and marketing lists were maintained in Health Cloud and exported via spreadsheets to Hubspot. This prevented a connected customer experience and leaving a heavy administrative burden on the marketing team.
• Limited Visibility: The marketing team at Med Service could not easily view or segment specific audiences, such as social workers, direct support professionals, or nurses.

Working with CopperHill, Med Service moved its marketing into Salesforce by integrating Marketing Cloud, Data Cloud, and Health Cloud. This consolidated operational and marketing data, ensured strict privacy compliance, and created a single view of patients, caregivers, and providers.

The Solution: A Unified Salesforce Ecosystem

CopperHill worked with Med Service to set up Data Cloud, Marketing Cloud, and connect it to health Cloud, to replace HubSpot. The results:

Seamless Data Migration & Identity Resolution

The team migrated data from HubSpot into Salesforce and Data Cloud with a focus on two key areas:

• Deduplication and Unification: Used Data Cloud identity rules to create a single source of truth, linking state agencies and individual patients accurately.
• Data Integrity: Transferred campaign histories, consent settings, and contact lists without losing historical context.

Consent Management & Compliance

To maintain compliance, the team set up automated syncs between Salesforce CRM and Marketing Cloud. This keeps opt-in and opt-out statuses updated across channels, replacing manual tracking.

Enhancing Marketing Precision

The organization shifted from manual marketing tasks to automated processes:

• Dynamic Audience Targeting: Automated segments replaced static lists, enabling targeted outreach like state updates, newsletters, and webinar invites.
• Automated Journeys: Standardized email templates and flows nurture prospects automatically, reducing admin work for sales and operations teams.

Strategic Impact

The project built a scalable foundation for both marketing and business growth:

• 360-Degree Visibility: Connecting roster data with Marketing Cloud gives full visibility into relationships between agencies, caregivers, and patients.
• Seamless Migration: Off-hours migration and thorough testing ensured zero operational downtime during the transition.
• Increased Efficiency: Manual data entry was eliminated, allowing the marketing team to build campaigns and segment lists in minutes rather than hours.

By modernizing its marketing infrastructure, the organization moved from manual, siloed operations to a streamlined, HIPAA-compliant model. This transformation solves technical hurdles while enabling faster, data-driven outreach to support better patient outcomes.

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