Creating personalized patient experiences with Marketing Cloud

Let’s be honest—healthcare is falling behind when it comes to creating connected, personalized experiences. While industries like retail and finance have mastered the art of tailoring engagement to individual needs, healthcare still struggles with fragmented systems, siloed communications, and a general lack of patient-centered experiences. 

And consumers have noticed. 

According to Gallup, 51% of consumers in the U.S. have a negative perception of the healthcare industry. That’s a staggering statistic for an industry designed to care for people.  

At the same time, healthcare organizations are under immense pressure—rising costs, staffing shortages, and growing competition from non-traditional players like Amazon and CVS Health. 

So why does healthcare feel so disjointed and impersonal? 

Healthcare exists as an interconnected ecosystem of payers, providers, employers, pharmaceutical companies, med tech firms, and more—all working together to shape a patient’s experience. But that complexity often results in a disconnected, frustrating journey for consumers. 

Patients deal with conflicting answers from their provider and health plan. They may be hit with unexpected bills for procedures they thought were covered. Or they struggle to find clear, digestible information about their care. 

The good news? Healthcare organizations are starting to invest in breaking down these silos—integrating data, improving transparency, and streamlining the patient experience.  

But true transformation doesn’t happen overnight. 

It starts with a more intentional engagement strategy for getting there. And that’s where Salesforce Marketing Cloud comes in—a leading platform that makes personalization possible throughout patient communications. Keep reading to discover ideas for how this technology can streamline and add clarity to healthcare experiences. 

Marketing Cloud use cases for healthcare payers 

For healthcare payers, education and proactive communication are game changers. The more members understand their benefits and coverage, the fewer surprises and frustrations they face. Here are a few ways Salesforce Marketing Cloud can help: 

New member onboarding: Set up automated journeys to welcome new members and guide them through their plan benefits, online portals, and mobile app features, ensuring they know how to navigate their coverage from day one. 

Educational journeys: Break down hard-to-understand topics like specialty drug coverage, out-of-pocket costs, or health literacy basics. Marketing Cloud journeys can be set up to help members understand key terms and documents (like an Explanation of Benefits) before they run into confusion. 

Chronic disease management: Offer personalized support for members managing conditions like diabetes, asthma, or heart disease. Provide resources on remote monitoring tools, peer support groups to empower self-management.