Powers Health drives mammography uptake with targeted marketing campaign

• Powers Health collaborated with Huron to transform digital engagement, integrating Salesforce tools with electronic health record (EHR) data to power patient-targeted marketing.
• A pilot mammography campaign using a precision, multichannel approach generated over 2,100 appointments and $610K in margin, and exceeded location-level growth targets.
• This scalable model, supported by real-time analytics and automation, is now being expanded across service lines to drive enterprisewide transformation.

Powers Health is re-imagining digital engagement in healthcare. Faced with the challenge of proving marketing return on investment while driving growth in oncology services, the organization collaborated with Huron to optimize their CRM tech stack and launch a highly targeted mammography campaign.

By strategically integrating Salesforce Health Cloud, Marketing Cloud, and Data Cloud with the health system’s electronic health record (EHR) data and advanced analytics, Powers Health built a scalable precision marketing engine — and it’s already shown significant impact and fueling broader enterprise transformation.

Despite prior digital infrastructure investments, Powers Health’s marketing initiatives were undercut by several systemic barriers. Disconnected data systems and manual processes made it difficult to link marketing efforts with patient actions, preventing a clear understanding of campaign effectiveness. A flawed provider search tool caused prospective patients to drop out of the scheduling process. Moreover, the lack of coordinated, personalized outreach limited both the reach and relevance of the health system’s campaigns.

To address these issues, Huron helped align clinical, data, operations, and marketing teams to redesign and transform the organization’s use of Salesforce. Together, the teams implemented advanced ROI attribution modeling to connect digital interactions directly with appointment bookings. They overhauled the provider search functionality to eliminate scheduling friction and designed a unified data architecture that could support multichannel marketing efforts, event management, and automation at scale. Additionally, new automated case management capabilities have given outreach agents contextual insights, improving both patient experience and efficiency.

With real-time monitoring powered by Salesforce Marketing Cloud Intelligence, Powers Health was able to optimize their Campaign Tactic tracking module. Improved tracking is critical to measure efficacy tied to media spend, creative strategies, and patient journey flows based on actual conversion data. Campaigns were delivered using an omnichannel approach tailored to individual patients’ care histories, service needs, and preferences, ushering in a new level of personalized healthcare engagement.

The initial campaign focused on promoting routine mammography screenings and produced tangible results within just 11 weeks. Powers Health successfully scheduled 2,175 unique mammography appointments and engaged 37,500 individuals through coordinated outreach across digital channels. The campaign generated $610,000 in contribution margin, providing clear and defensible evidence of ROI. Appointment volumes exceeded growth targets at several locations. While the system had initially aimed for a 3% increase, some locations exceeded that goal by 50%, achieved through a coordinated effort with operational and clinical teams.

What began as a targeted pilot has quickly evolved into a repeatable framework. Powers Health is now applying the same approach to additional service lines, extending its reach and revenue growth while preserving the campaign’s hallmark agility and personalization.

This initiative represents a major shift in strategy for Powers Health. The organization has moved from siloed, episodic campaigns to a continuous, data-driven model of engagement. Frontline teams are now equipped with real-time insights that enable smarter, faster patient outreach. Clinical and business priorities are more closely aligned.

The success of the campaign has helped secure continued leadership support and investment in the organization’s digital infrastructure to maintain momentum.

By building a future-ready Salesforce ecosystem, Powers Health is not only transforming its oncology service line but is also paving the way for innovation across the enterprise.