• by Jess Nelson , August 4, 2017

Aurora Health Care, a healthcare provider with 150 clinics and 15 hospitals in Wisconsin and Illinois, utilizes Salesforce to communicate with patients more effectively via email.

Aurora Health Care turned to Salesforce in April 2016 to improve patient health care and customer service by utilizing email as a channel to follow up with patients after hospital visits. Aurora Health Care leverages Email Studio in the Salesforce Marketing Cloud to regularly check in with patients and provide better health care, as opposed to only interacting with patients during an illness or injury. Aurora Health Care now runs more than 40 different email campaigns through the Salesforce Marketing Cloud, including screening reminders and regular tips on preventative care.

Aurora Health Care also utilizes email to drive adoption of its myAurora portal, an online portal where patients can review lab results, schedule appointments, manage prescriptions, and communicate with their providers.

After partnering with Salesforce, Aurora Health Care's email open rates increased from 26% to 37%, while unsubscribe rates remained consistent at around 1%. A quarter of patients have thus far adopted the health-care company’s myAurora portal, and according to Salesforce, email messages to myAurora patients have open rates approaching 50%.

The company also uses email as channel to advertise its mobile application. Aurora Health Care sends targeted email campaigns to patients who recently completed an appointment but have not yet downloaded the company’s mobile app. Aurora Health Care doubled the number of app downloads and mobile users within two weeks of the campaign's initial launch. 

Salesforce follows the regulations set by HIPAA as a Business Associate, and provides solutions to help its customers meet their HIPAA compliance obligations as well.