Marketing Cloud & Revenue Operations Transformation
Regional Healthcare Network
Business Context
The organization and its strategic environment
A 12-hospital healthcare network with 2.3M patient records needed to modernize patient acquisition and engagement. Marketing operated on disconnected email tools with no attribution, and the revenue cycle team had no visibility into campaign-driven patient volume.
Technology Landscape
Systems and infrastructure before DGT
Salesforce Health Cloud (basic implementation), Mailchimp for email, Google Analytics for web, manual referral tracking in spreadsheets, and Epic EHR with limited integration.
The Challenge
What the client was facing
Patient acquisition costs were 3x industry average with zero marketing attribution. The network could not track which campaigns drove new patient volume, and referral management was entirely manual — losing an estimated 15% of physician referrals.
The DGT Solution
How DGT addressed the challenge
DGT implemented Salesforce Marketing Cloud with Journey Builder for patient engagement, integrated referral management workflows, and built a full attribution model connecting marketing spend to patient volume and revenue.
DGT Accelerators Used
Delivery Approach
How DGT executed the engagement
Phased delivery with compliance-first approach. Phase 1 addressed HIPAA-compliant data architecture and consent management. Phase 2 built journey automation and referral workflows. Phase 3 delivered attribution dashboards.
Governance Model
How the engagement was managed
HIPAA compliance officer embedded in project team, bi-weekly steering with CMO and CRO, dedicated data governance workstream, and monthly compliance audit checkpoints.
Timeline & Phases
The execution roadmap
Compliance & Architecture
3 weeksHIPAA data mapping, consent framework, Marketing Cloud configuration
Journey Builder
5 weeksPatient engagement journeys, referral automation, email migration
Attribution Model
4 weeksCampaign attribution, revenue cycle integration, dashboard build
Rollout & Training
3 weeksMarketing team training, playbook creation, go-live support
Risks Addressed
Key risks DGT mitigated during the engagement
Why DGT Won
What set DGT apart in this engagement
Outcome Metrics
Measurable before-and-after results
| Metric | Before | After DGT |
|---|---|---|
| Patient Acquisition Cost | $847 | $381 |
| Referral Conversion Rate | 34% | 47% |
| Marketing-Attributed Revenue | Unknown | $6.2M/yr |
| Email Engagement Rate | 8% | 24% |
The Impact
Headline results delivered
"For the first time, we can connect every marketing dollar to patient volume. DGT gave us the visibility we never had and the confidence to invest in growth."
Dr. Rachel Kim
Chief Marketing Officer, Regional Healthcare Network