Martech Modernization to Accelerate Healthcare Engagement
A leading healthcare and wellness organization partnered with Solvenna to re-architect their marketing ecosystem — connecting digital channels, customer data, and analytics in real time to deliver secure, personalized engagement at scale.
THE CHALLENGE
Our client’s data, marketing, and analytics ecosystem had become a maze of disconnected systems.
Website interactions, membership data, interactions and campaign results lived in separate silos across on-prem databases, spreadsheets, and a non-compliant cloud marketing tool. Marketing teams relied on manual CSV uploads and external analysts to launch and measure most of their campaigns. Every small change required coordination across IT and vendors, slowing time-to-market and limiting creativity.
Without a single customer view, duplicate records and stale data made it impossible to target accurately or understand engagement trends. Beyond the operational friction, their cloud application lacked desired features and necessary security controls for healthcare data, creating compliance risk and urgency for modernization.
THE SOLUTION
Solvenna modernized the client’s marketing ecosystem around a HIPAA-compliant, event-driven architecture. Twilio Segment served as the customer data backbone — standardizing event tracking, merging duplicate identities, and streaming curated audiences directly into Salesforce Marketing Cloud. Real-time and batch data flows enabled both immediate and recurring activation across channels. By extending the stack with SFMC Intelligence and Snowflake for unified analytics, Solvenna improved transparency, eliminated manual reporting, and enabled the marketing team to operate with greater precision and agility.
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.
“Solvenna delivered exactly what we needed—on time and on budget. Their team brought deep expertise across data integration, CDP design, and Salesforce Marketing Cloud, and proactively managed dependencies and risks throughout the project. They were instrumental in helping us modernize our marketing tech stack, eliminate manual processes, and realize cost savings. What truly sets them apart is their collaborative approach and their ability to empower our internal team. Thanks to their support, our performance marketing team is now much more self-sufficient and equipped for growth.”
THE RESULTS
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.
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. This empowers smarter campaign strategies and customer journey optimization.
Unified, compliant foundation
A single, HIPAA-ready environment now houses marketing data, ensuring secure, governed, and auditable data flows.
Empowered and self-sufficient marketing teams
Performance marketing 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.
Reduced costs and increased operational efficiency
By sunsetting a legacy on-prem system, a standalone email service provider (ESP), and a non-HIPAA compliant cloud application, the client streamlined their MarTech stack—lowering costs while reducing the manual overhead of data movement and maintenance.
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 Customer Data Platform and Agentic Marketing Cloud, 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 and removed several key 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!