Case Study #3 Empowering Personalized Outreach with Salesforce Marketing Cloud and EPIC Integration

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.

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:

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.

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.

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.

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.

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.

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.

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.