Our client is a leading healthcare provider, well known for its cancer treatment and research in the United States. The organization works with multiple partners and marketing agencies to deliver a variety of brand communication, fundraising and digital marketing campaigns.
Marketing leadership was not able to track the overall patient journey across various online and offline channels.
Marketing campaigns were not personalized due to lack of available data about the website visitor.
Multiple systems across the organization were not interacting with one another and had data in silos.
Lack of centralized database to store and analyze customer data/marketing data generated from different marketing campaigns and customer touchpoints.
After a detailed analysis of the situation, HGS Digital suggested implementation of a robust customer data platform that could combine the data from various systems. Additionally, it could be used to create a 360-degree view of web visitors, so that the marketing team could segment the audience better and personalize the web experience for these users.