From Static to Strategic: How a New DXP Fueled Baptist Health’s Integrated Marketing Engine

Challenge

In 2008, Baptist Health (formerly Baptist Health South Florida) was a six-hospital system with a siloed and fractured data/digital ecosystem. Many of the issues with this misaligned data/digital ecosystem stemmed from the utilization of a content management system (CMS) that fell short in delivering data integration across various channels that was to Baptist Health’s liking. Specifically, this caused limited alignment of its brand and digital segments, resulting in complex and “unpredictable” workflows that made it challenging to measure ROI. Moreover, Baptist Health was on a path of continued growth, and the current MarTech infrastructure was not scalable for the future.

At a crossroads, Baptist Health partnered with MERGE to not only revisit its digital and technology strategy, but to select a new website platform that would better enable a unified brand experience and increase ROI. Ultimately, Baptist Health’s end goal was to both establish a strong foundation that was properly scaled for growth, and provide consumers with the means for a more personalized approach to their care experience.

Outcome

In order to first overcome the limitations of their previous CMS, which required massive investments in time and resources to complete basic website management, Baptist Health - with help from MERGE - launched a platform evaluation to select a new DXP. In the end, Sitecore was chosen, as it proved to be tailor-made to not only meet immediate functional needs, but align with Baptist Health’s three-year digital roadmap.

The next step was to implement a website design system and unified toolset that would enable unification across all its centers of excellence (Cancer, Orthopedics, Neurology and Cardiology), each previously with its own design, fragmented from the health system brand. The unified toolset would still showcase the needs of each unique entity - or subsite - while making admin capabilities easier.

With this innovative technology in place, Baptist Health sought to transform from an array of siloed campaigns, to a comprehensive approach and a fully-formed, data-driven marketing strategy. Through an iterative “crawl, walk, run” approach, true business needs were defined, along with the drivers and measures of success for a roadmap leading to a true 1:1 personalization strategy.

Results

Baptist Health successfully transformed its website from one that lacked true data integration to one that employed a comprehensive integrated strategy leveraging Sitecore and its broader MarTech stack. Results include:

- Increased ROI and integration across various marketing tactics and channels, which led to an increase in engagement - and the ability to attribute value of engagement
- Connected disparate platforms that provided data integrity across multiple channels
- A multi-phased, multi-year roadmap that defined larger, strategic goals, guided costs, and documented operational changes necessary to achieve true 1:1 personalization