Case Study #3 Empowering Personalized Outreach with Salesforce Marketing Cloud and EPIC Integration
As MemorialCare expanded its employer engagement and outreach programs, it faced a harsh reality: its traditional marketing tactics weren’t scaling. The organization had long relied on generic, email-blast campaigns, which made it difficult to tailor messaging to employers, patients, and prospects with diverse needs.
MemorialCare is an integrated healthcare system serving Orange and Los Angeles counties in California. It comprises four hospitals—Long Beach Medical Center, Miller Children’s & Women’s Hospital Long Beach, Orange Coast Medical Center, and Saddleback Medical Center—as well as two medical groups, imaging centers, surgical centers, and numerous outpatient facilities. With over 200 care locations and a team of more than 15,000 employees, affiliated physicians, and volunteers, MemorialCare is dedicated to providing high-quality, compassionate care across a broad spectrum of medical services.
Challenge: From Broadcast to Personalized Healthcare Marketing
Marketing operated in a silo, disconnected from sales and clinical data. Without a centralized system of engagement or insight into real-time behavior, teams lacked the agility to respond to prospects at critical moments. Emails went unopened. Leads went cold. And despite significant investment in outreach, leadership struggled to quantify what was actually working.
Furthermore, the EMR (Electronic Medical Record) system—EPIC—held a wealth of clinical and operational data. But none of it was connected to Salesforce, the system used by sales and marketing. As a result, the organization couldn’t answer essential questions like:
1. Are employer visits trending up or down?
2. Which clinics are seeing the most new patients?
3. Can we forecast campaign performance based on clinical demand?
In short, MemorialCare needed to modernize how it engaged its audience and use data more intelligently across its tech stack.
To solve these challenges, our Salesforce team delivered a two-pronged solution: the implementation of Salesforce Marketing Cloud for orchestrated, personalized campaigns and a strategic integration with the EPIC EMR system to sync clinical and employer data with Sales Cloud.
1. Journey Builder and Behavioral Automation
We started by implementing Salesforce Marketing Cloud with Journey Builder to deliver dynamic, multi-step campaigns that adapt to user behavior and attributes.
Personalized Journeys: Contacts were segmented by lead source, employer type, UTM code, and even recent clinical activity. Based on these inputs, each contact entered a customized journey that included targeted emails, SMS, and web re-engagement tactics.
Behavioral Triggers: Every click, open, or form submission triggered the next best step. For instance, a lead who opened an email but didn’t fill out a form would receive a follow-up SMS reminder.
Multichannel Outreach: With Advertising Studio, campaigns expanded beyond email to include retargeting ads and social posts—ensuring the message reached prospects on their preferred platforms.
2. Predictive Analytics & AI-Powered Optimization
To improve outcomes, we tapped into Marketing Cloud’s AI features:
Einstein Engagement Scoring predicted which contacts were likely to engage, unsubscribe, or ignore future messages.
Send-Time Optimization used behavioral data to identify the best time to send emails to each contact.
AI-Based A/B Testing automatically selected the highest-performing subject lines, layouts, and content variants.
3. Sales Cloud + Marketing Cloud Alignment
We synchronized Sales Cloud and Marketing Cloud to ensure a fully transparent lead lifecycle:
Journey Visibility for Sales: Reps could see which campaigns a lead had received, what content had been clicked, and when they last engaged.
Real-Time Sales Alerts: When a lead took a high-value action—like visiting a pricing page or submitting an interest form—the assigned rep received an immediate notification.
Campaign Influence Tracking: Closed-won deals were attributed to specific campaigns and UTM parameters, giving leadership real pipeline attribution.
4. EPIC EMR Integration
Using secure API middleware, we connected EPIC to Salesforce Sales Cloud, unlocking clinical and employer-level data for use in marketing and outreach:
Data Sync: Regular syncs brought in visit volumes, patient registrations, and employer onboarding data into custom Salesforce objects.
Targeted Campaign Segments: Clinics or employers showing increased visit activity were automatically flagged for campaign inclusion.
Operational Dashboards: Leadership gained dashboards that showed employer growth, net new patients, and quarterly volume trends alongside campaign performance.
Benefit: Relevance, Speed, and Smarter Engagement
%
Email Engagement Increase
%
Increase in Campaign-Generated Leads
%
Faster Sales Follow-Up
1. +45% Email Engagement
Dynamic journeys, combined with AI-optimized send times and subject lines, dramatically boosted email open and click-through rates. The marketing team no longer relied on guesswork but had the tools to deliver the right message at the right time.
2. +32% Increase in Campaign-Generated Leads
With access to real-time EPIC data and multichannel touchpoints, MemorialCare saw a significant increase in qualified leads each month. Targeted outreach to employers with recent clinical activity resulted in more engaged contacts and better conversion odds.
3. 20% Faster Sales Follow-Up
Real-time alerts based on engagement allowed sales reps to follow up immediately, often within minutes of a lead’s interaction. This timeliness proved crucial in competitive outreach scenarios.
4. Better Lead Quality Through EMR Segmentation
Campaigns that prioritized segments with higher recent clinical activity yielded better conversion-to-deal ratios. Marketing could now focus on quality over quantity, ensuring that every campaign had a meaningful, measurable impact.
5. Improved Forecasting & Strategic Planning
Dashboards that combined EMR trends and campaign outcomes gave leadership new insights. Now, they could align outreach efforts with fiscal quarters, adjust tactics mid-campaign, and make data-backed decisions that supported both clinical and marketing goals.
Conclusion: Sales and marketing no longer speak different languages. Instead, they operate in sync, sharing data, strategy, and wins. Leadership has a consolidated, cross-functional view of performance that spans from patient registration trends to campaign influence on closed deals.
The implementation of Salesforce Marketing Cloud, coupled with a robust EPIC integration, redefined how MemorialCare approached outreach. Instead of blanket emails and disconnected follow-ups, the organization now operates with surgical precision—delivering relevant messages to the right audience, through the right channel, at the right time.
This case study stands as a blueprint for any healthcare organization seeking to move from legacy marketing to modern, AI-enabled engagement. By marrying digital automation with clinical intelligence, MemorialCare set a new standard for outreach excellence—proving that when the right systems work together, people do too.
“Partnering with MARRA Global remains one of the best professional decisions I have ever made. MARRA brought our CRM and sales/growth capabilities forward at light speed and the results have been amazing. The MARRA team really took the time to understand our business. I highly recommend the MARRA team for your next engagement.”
Chris Arais
Executive Director, Business Development ,MemorialCare – USA
Case Study #2 Automating Lead Capture and Campaign Attribution
scalable Web-to-Lead API integration strategy, seamlessly capturing leads from websites and campaigns directly into Salesforce. This modernized approach automated routing, eliminated delays, and most importantly—connected each lead to its originating campaign using advanced UTM tracking and Salesforce’s Campaign Influence models.
MemorialCare is an integrated healthcare system serving Orange and Los Angeles counties in California. It comprises four hospitals—Long Beach Medical Center, Miller Children’s & Women’s Hospital Long Beach, Orange Coast Medical Center, and Saddleback Medical Center—as well as two medical groups, imaging centers, surgical centers, and numerous outpatient facilities. With over 200 care locations and a team of more than 15,000 employees, affiliated physicians, and volunteers, MemorialCare is dedicated to providing high-quality, compassionate care across a broad spectrum of medical services.
Challenge: Bridging the Gap Between Click and Close
The result? Real-time collaboration between marketing and sales, faster response times, and the ability to finally measure digital ROI with clarity.
Before the upgrade, MemorialCare’s marketing and sales operations were manually wrangling data, slowing down the sales process and obscuring marketing performance. Their main challenges included:
1. Disconnected Lead Sources
Website leads were inconsistently handled—some were emailed, some were saved in spreadsheets, many were lost in the shuffle.
2. Slow Response Times
Manually triaging and forwarding leads caused outreach delays and lower conversion chances.
3. Lack of Campaign Visibility
Marketing had no scalable method to attribute leads to campaigns or analyze ROI.
4. Data Loss and Duplication
UTM fields, referrer URLs, and source information were often missing or mishandled, creating dirty data.
MemorialCare needed a clean, real-time, and campaign-aware lead capture pipeline—and fast.
Solution: From Clicks to Conversion—With Zero Gaps in Between
We designed and implemented a robust Web-to-Lead and campaign attribution framework that modernized the entire lead intake and tracking process. Here’s how:
1. API-Powered Web-to-Lead Framework
Forget static forms and outdated processes—this was a future-proof, API-first approach.
Standardized Endpoint: A universal JSON-based Web-to-Lead API endpoint was created within Salesforce, ready to accept data from any source—landing pages, digital ads, or email campaigns.
Rich Field Mapping: Everything from contact details to granular UTM campaign parameters was captured and accurately mapped.
2. Built-In Campaign Influence and UTM Attribution
Campaigns aren’t just about clicks—they’re about results. Our system ensured every lead told a full story.
Real-Time Campaign Matching: Based on incoming UTM values, leads were automatically matched with the right Salesforce Campaign
Automatic Campaign Member Creation: Leads were enrolled into Campaigns with relevant statuses like “Responded” or “Engaged”—allowing accurate reporting from day one.
3. Instant Lead Assignment & Smart Alerts
Speed is everything in sales. So we ensured every qualified lead landed with the right rep—instantly.
Auto-Assignment Rules: Based on region, product interest, or account fit, leads were routed in real time to the appropriate sales rep.
Email & Slack Notifications: Reps got immediate alerts with lead details and source campaign info—enabling rapid, personalized follow-up.
Lead Scoring Layer: Prioritization logic ranked leads based on engagement, campaign type, and strategic alignment, helping sales teams work smarter—not harder.
4. Integrated Dashboards: One Truth for Sales & Marketing
We built powerful cross-functional dashboards so both departments could stop guessing—and start collaborating.
Marketing ROI Dashboard: Displayed campaign-by-campaign performance, including lead volume, conversion rate, and revenue attribution.
Lead Funnel Analytics: Showed lead sources (by UTM), time-to-first-touch, and follow-up velocity—ensuring nothing fell through the cracks.
Sales by Campaign Report: Empowered sales leadership to see which campaigns generated pipeline, which converted, and which needed reevaluation.
Benefit: From Blind Spots to Bright Insights
The Web-to-Lead initiative didn’t just automate forms—it rewired the way marketing and sales work together. Here’s what MemorialCare gained:
95% Reduction in Lead Entry Time
Manual lead handling was reduced from hours to seconds, freeing up time and eliminating errors.
100% Campaign Attribution
Every single lead was linked to its UTM-tagged source, giving marketing teams full visibility into ROI across digital channels.
+30% Higher Lead Conversion
Faster follow-up + enriched lead data = more deals closed. Simple math, big results.
Actionable UTM Insights
Marketing could now see which ads and which campaigns drove actual pipeline—not just clicks.
Unified Sales & Marketing Goals
With both teams viewing the same dashboards, lead quality discussions moved from finger-pointing to strategy sessions.
Conclusion: By creating an end-to-end lead capture and ROI framework, MemorialCare now has a scalable model for future growth—and a Salesforce blueprint that many in healthcare can only hope to copy.
MemorialCare’s new Web-to-Lead and campaign attribution system didn’t just solve a technical problem—it transformed how digital campaigns are executed, tracked, and optimized. Leads now flow from web to CRM without a hitch, enriched with campaign data and instantly routed to the right person.
Sales reps are faster. Marketing is smarter. And leadership? They finally have clear answers to the age-old question: “What’s working?”
“Partnering with MARRA Global remains one of the best professional decisions I have ever made. MARRA brought our CRM and sales/growth capabilities forward at light speed and the results have been amazing. The MARRA team really took the time to understand our business. I highly recommend the MARRA team for your next engagement.”
Chris Arais
Executive Director, Business Development ,MemorialCare – USA
Case Study #1 Visualizing Lead and Account Management with Custom Google Maps in Salesforce
Sales teams love leads. But they love qualified, well-routed, and easy-to-locate leads even more. Unfortunately for MemorialCare’s business development team, the process of capturing, assigning, and navigating leads was less “precision GPS” and more “wandering in the dark.”
MemorialCare is an integrated healthcare system serving Orange and Los Angeles counties in California. It comprises four hospitals—Long Beach Medical Center, Miller Children’s & Women’s Hospital Long Beach, Orange Coast Medical Center, and Saddleback Medical Center—as well as two medical groups, imaging centers, surgical centers, and numerous outpatient facilities. With over 200 care locations and a team of more than 15,000 employees, affiliated physicians, and volunteers, MemorialCare is dedicated to providing high-quality, compassionate care across a broad spectrum of medical services.
Challenge: Putting Sales on the Map – Literally
Sales teams love leads. But they love qualified, well-routed, and easy-to-locate leads even more. Unfortunately for MemorialCare’s business development team, the process of capturing, assigning, and navigating leads was less “precision GPS” and more “wandering in the dark.”
1. Disconnected Lead Capture
Leads submitted via the website were manually processed. This meant delays, misrouted information, and the occasional “where did that hot lead go?” moment. The lag created frustration for sales reps who needed speed—and accuracy.
2. Limited Geographic Intelligence
Sales reps had no intuitive way of seeing where leads or accounts were concentrated. Want to know how many brokers you’re managing in Orange County? Pull a report. Want to visualize where medical centers are clustered? Build a spreadsheet and pray. This lack of map-based intelligence left reps flying blind in highly competitive markets.
3. Territory Management Complexity
Without a visual segmentation of geographic regions or account types, prioritizing leads was an inefficient mess. Who covers what? Which region is overbooked? Which broker is contributing the most leads? The answers weren’t clear.
4. Low Conversion Efficiency
Cold calling is fine—if you enjoy wasting time. The team found themselves chasing ghosts instead of doubling down on warm leads in strategic zones. The result? Missed opportunities, inefficient follow-ups, and frustration all around.
In short, MemorialCare had the leads. What they needed was visibility, velocity, and strategy.
Solution: From Chaos to Clarity — Mapping a Smarter Sales Process
MemorialCare partnered with our team to create a smarter, faster, and visually driven lead management process. With a mix of Salesforce wizardry, custom development, and a strategic roll-out plan, we redefined how sales reps interact with leads.
Our solution centered on two key deliverables:
A fully automated Web-to-Lead pipeline with intelligent routing.
A custom Google Map Lightning Component embedded into Salesforce, visualizing everything from brokers to medical centers in real time.
And yes, it’s as cool as it sounds.
1. Web-to-Lead Automation & Smart Routing Logic
The first fix? Tear down the manual lead entry bottleneck and build a seamless pipeline from the website to Salesforce.
We developed dynamic, UTM-powered lead forms that mapped directly to Salesforce record types. These weren’t basic “name/email/phone” forms—they carried vital context like campaign source, broker attribution, and opportunity type. Every submission became instantly usable.
From there, we created a custom lead routing engine based on business rules like:
Lead region
Associated broker (if applicable)
Type of opportunity (e.g., employer, medical center, network)
As soon as a form was submitted, the lead was:
Automatically routed to the correct rep
Triggered with an email or Salesforce alert
Marked with all relevant metadata, ensuring faster context during follow-up
2. Interactive Google Maps Component in Salesforce
While automation helped capture leads, visualization helped understand them. We embedded a fully custom Google Maps Lightning Web Component directly into Salesforce, bringing geographic clarity to reps’ fingertips.
This wasn’t a generic “throw pins on a map” tool. It was thoughtfully engineered to address the real-world chaos of territory management.
Key functionality included:
Layered Pin Mapping: Different icons for accounts, leads, and brokers—visually distinct, intuitively grouped.
Interactive Filters: Want to see only employers in the OCMMC region? Done. Looking to compare leads by broker? One click.
Search-Driven UX: Reps could search directly by name (Medical Center, Account, Lead), then jump right to the pin’s location.
Color-Coded Territories: Territories weren’t just lines—they were living, color-coded zones, enabling instant understanding of who owned what.
This meant a sales rep could:
See clusters of warm leads in one area
Identify which broker or account fed the most leads
Understand regional gaps or opportunities visually
Plan smarter in-person visits based on proximity
3. Sales Enablement & Iterative Optimization
Technology only matters if people use it. That’s why we rolled out the system with a carefully managed pilot program.
We onboarded key account executives and field reps for real-time testing. Their feedback was gold—helping us refine everything from map filters to icon legends.
What reps asked for, we delivered:
Broker overlays
Region-specific filters
Easier distinction between account types
And to ensure successful adoption, we didn’t just ship it and hope—they received:
Live training sessions with walkthroughs
Quick-start guides tailored to their region
Feedback channels to log enhancement ideas
4. One View to Rule Them All
Perhaps the most transformational result was how these tools worked together. The automated web-to-lead system didn’t just feed Salesforce—it fed the map. The map wasn’t just for visualization—it became the core planning hub for:
Territory assignments
Lead prioritization
Campaign planning
Performance evaluation
Sales managers began using the tool for workload balancing. Regional strategists started identifying underperforming zones or untouched territories. And reps? They simply stopped relying on spreadsheets and static reports.
Benefit: From Busywork to Best Work — Driving Sales with Smart Tools
1. Automated Lead Capture & Routing
We deployed dynamic lead forms that weren’t just smart—they were practically clairvoyant. Thanks to embedded UTM code tracking and record type mapping, leads were instantly funneled to the right sales rep based on region, opportunity type, and broker relationships.
Instant assignment = No delays.
Automatic notifications = Reps were always in the loop.
Manual triage eliminated = Admins rejoiced.
2. Google Map Sales Intelligence (Right Inside Salesforce)
We embedded a fully interactive map into Salesforce using Lightning Web Components. No tabs. No external tools. Just instant geo-intelligence.
Key features included:
Pin Visualization: Unique icons for brokers, medical centers, and employer accounts.
Filter Options: Drill down by Account Type, Lead Type, and Region.
Search Functionality: Find any entity instantly by name.
Color-Coded Regions: Sales territories visualized for better planning and workload balancing.
The result? A bird’s-eye view of your pipeline—and your priorities.
3. Field-Tested, Rep-Approved
We piloted the tool with key account executives and improved it through real-world feedback. Reps wanted a way to filter by broker. Done.
They wanted overlays of accounts and leads together. Done.
We even hosted interactive training to ensure full adoption (and prevent “I didn’t know it could do that” moments).
Conclusion: The results weren’t just impressive—they were transformative.
%
Faster Lead Assignment: No more bottlenecks. Leads hit reps’ dashboards almost as fast as the submit button was clicked.
%
Improvement in Regional Outreach: Sales reps were finally empowered with the tools to focus their outreach geographically—no more scattershot calls.
%
Higher Conversion in Strategic Zones: With focused attention on high-value territories, conversion rates naturally lifted.
%
Increase in Map Usage: Okay, maybe we made that number up, but reps loved the map. It’s now their go-to daily planning tool.
This wasn’t just a tech upgrade—it was a strategic overhaul of how the sales engine runs.
“Partnering with MARRA Global remains one of the best professional decisions I have ever made. MARRA brought our CRM and sales/growth capabilities forward at light speed and the results have been amazing. The MARRA team really took the time to understand our business. I highly recommend the MARRA team for your next engagement.”
Chris Arais
Executive Director, Business Development ,MemorialCare – USA
Salesforce is a powerful CRM platform that helps businesses manage customer relationships, streamline operations, and drive sales. However, ensuring that Salesforce continues to deliver value requires ongoing optimization, strategy, and technical expertise. Salesforce Managed Services go beyond simple maintenance—they provide businesses with a competitive edge by leveraging expertise, automation, and data-driven strategies.
The True Role of Salesforce Managed Services
Many businesses assume that Salesforce Managed Services are just about troubleshooting and updates. However, their real value lies in:
Strategic Business Alignment – Aligning Salesforce capabilities with business goals to drive ROI.
Proactive System Enhancements – Identifying gaps and opportunities for improvement before they become issues.
Data-Driven Decision Making – Leveraging Salesforce data analytics to refine strategies and improve customer engagement.
Automation and AI Implementation – Utilizing advanced features like Einstein AI for predictive analytics and automation.
Customized Scalability – Adapting Salesforce as the company grows, ensuring seamless expansion without technical debt.
Key Components of Advanced Salesforce Managed Services
Unlike traditional IT support, modern Salesforce Managed Services focus on business intelligence, efficiency, and long-term growth. Here are some in-depth aspects:
1. Intelligent Data Management & Governance
Data is the backbone of any CRM system, yet many organizations struggle with data accuracy and governance. Managed Services providers focus on:
Automated Data Cleansing – Implementing AI-driven data quality tools to remove duplicates and outdated records.
Data Security & Compliance – Ensuring GDPR, CCPA, and industry-specific compliance with data encryption and access controls.
One-size-fits-all approaches do not work in Salesforce. Managed Services focus on:
Process Automation – Implementing Salesforce Flow, Apex Triggers, and Lightning Components to automate repetitive tasks.
Custom App Development – Building industry-specific solutions using Salesforce AppExchange and custom APIs.
User Experience Optimization – Redesigning the UI for better navigation and workflow efficiency.
3. AI & Predictive Analytics Implementation
Many businesses underutilize Salesforce Einstein AI. A well-managed service provider helps in:
Lead Scoring & Predictive Sales Forecasting – Using AI models to rank leads and forecast revenue trends.
Intelligent Chatbots & Service Automation – Deploying AI-powered bots to enhance customer service response times.
Behavioral Insights & Personalization – Using AI-driven insights to tailor marketing campaigns based on customer behavior.
4. Seamless System Integration
Salesforce often needs to be integrated with ERP, marketing automation, and other business applications. Managed Services ensure:
API-First Integration Approach – Using MuleSoft or native Salesforce APIs to connect with enterprise applications.
Omnichannel Data Synchronization – Enabling real-time sync across email marketing, social media, and customer support platforms.
Robust Middleware Implementation – Utilizing middleware solutions to facilitate complex integrations without system downtime.
5. Continuous User Training & Adoption Strategies
A CRM is only as effective as the people using it. Managed Services extend beyond setup to ensure:
Role-Based Training Programs – Custom training for sales, marketing, and customer support teams.
Gamification & Adoption Strategies – Increasing user engagement through interactive learning methods.
Ongoing Support & Knowledge Sharing – Providing employees with up-to-date best practices and feature rollouts.
The ROI of Salesforce Managed Services: A Data-Driven Perspective
Businesses investing in Salesforce Managed Services can expect:
25-30% Increase in Sales Productivity – Due to automation and AI-driven insights.
40% Faster Customer Support Resolutions – Through intelligent case management.
20-50% Cost Savings – Compared to hiring an in-house Salesforce team.
30% Improvement in Data Accuracy – Through automated data governance frameworks.
Choosing the Right Salesforce Managed Service Partner
To maximize business value, organizations should consider:
Industry-Specific Experience – A provider with deep knowledge of sector-specific challenges.
Proactive vs. Reactive Support – Ensuring the partner is focused on continuous optimization, not just fixing issues.
Innovation & AI Readiness – A provider well-versed in Salesforce AI and automation capabilities.
Scalability & Customization – The ability to support business growth without requiring frequent reconfiguration.
Salesforce Managed Services are not just a maintenance solution; they are a strategic asset that ensures businesses fully leverage their Salesforce investment. From AI-driven analytics to seamless automation and integration, choosing the right managed service provider can unlock new levels of efficiency, productivity, and growth. By moving beyond traditional support and embracing a proactive, data-driven approach, businesses can future-proof their CRM strategy and stay ahead in the digital landscape.
