CASE STUDY
Martech Modernization to Accelerate Healthcare Engagement
Solvenna partnered with a leading healthcare and wellness organization to modernize their marketing technology stack and streamline how they connect with millions of customers. Faced with siloed data, manual campaign execution, and non-HIPAA-compliant tools, the client needed to unify their customer data and reduce operational friction—without overhauling their entire ecosystem. The goal was to enable faster, more secure, and more personalized marketing engagement across channels.
THE CHALLENGE
The client’s marketing technology stack had become an operational bottleneck. Customer data was fragmented across on-prem system and cloud-based Hubspot that was not HIPPA compliant, with performance marketing teams relying on external resources to analyze data and generate reports—slowing insights and campaign iteration. Manual workarounds like uploading CSV lists were common. The on-prem platform was costly and lacked scalability, while a standalone email service provider (ESP) added to operating costs.
These challenges created systemic issues across the marketing lifecycle. Reporting was inconsistent because the data itself lacked consistency. Duplicate records and stale profiles in legacy systems made it difficult to trust insights, track users’ web behaviors, or personalize campaigns effectively. Teams lacked a real-time, 360-degree view of their customers and were often dependent on others to answer basic questions—slowing down decisions and reducing the agility of the marketing function and ability to effectively scale their marketing operations.
THE OBJECTIVE
Solvenna was engaged to help with modernizing this client’s marketing stack with a HIPAA-compliant foundation. We implemented Twilio Segment as the unified customer data platform to reduce duplication and enable identity resolution. We also deployed Salesforce Marketing Cloud for omnichannel activation, sourcing curated contact data from Segment in both real time and periodic fashion. By integrating real-time web behavior tracking, SFMC Intelligence, and streamlined reporting, we not only improved marketing agility but also upskilled the internal team to confidently scale operations.
Real-time identity resolution across web interactions and subscription data to build a unified customer profile.
Automation of contact ingestion, replacing manual CSV uploads with seamless data flows from Segment to SFMC.
Incorporation of near real-time web activity, enabling timely insight into customer engagement and intent.
Enablement and training of the Performance Marketing team, empowering them to confidently manage and activate campaigns on the new user-friendly platform
“INSERT QUOTE HERE”
Rhonda BaslerDirector of Revenue at Elevate Cannabis
THE RESULTS
Unified customer profiles unlock deeper insights
With identity resolution across systems and channels, the client now has a real-time, 360-degree view of their customers. This not only enables more personalized and timely interactions, but also provides better visibility into customer conversion patterns and lifecycle stages—empowering smarter campaign strategies and customer journey optimization.
Reduced costs and increased operational efficiency
By sunsetting a legacy on-prem system
Empowered and self-sufficient marketing teams
The performance marketing team is no longer dependent on analytics or IT teams to access or interpret data. With Salesforce Intelligence Reports and a unified dataset, they can independently execute campaigns and generate insights with agility.
Improved engagement through real-time behavioral data
Near real-time ingestion of web behavior enables faster reaction to customer actions—powering high-impact journeys like abandoned cart reminders and eligibility check onboarding email series with greater precision and effectiveness.
Business Impact and What Comes Next
Solvenna helped modernize this client’s MarTech stack with a HIPAA-compliant, cloud-based foundation tailored to their operations. By replacing legacy platforms with a unified CDP and SFMC, we simplified data flows, reduced costs, and improved marketing agility.
More than just a system overhaul, we trained the internal team to manage the platform independently—removing dependencies on IT or vendors. With clean, real-time data in place, the client can now focus on customer insights and drive personalized campaigns that enhance experience and outcomes.
WE CAN HELP
Struggling with disconnected customer data, manual campaign processes, or non-compliant platforms? Solvenna helps healthcare organizations modernize their MarTech stacks—balancing scalability, compliance, and speed. Let’s talk about how we can empower your team with a HIPAA-compliant, unified data foundation that drives personalization and performance.
Contact us today to start the conversation!