How a Healthcare System Went from Disconnected Tech to Patient 360° for Measurable Impact

"Coastal and our marketing team were given a challenge to prove the value of Data Cloud. They had to demonstrate the simplicity of building personalized audiences and leverage external data with far greater efficiency. The results have been impressive on both fronts, and we are getting marketing campaigns out the door in days, not weeks and months.”

Melanie Husk, SVP, Marketing and Communications at Baptist Health

Challenge

Baptist Health, the largest not-for-profit healthcare system in Northeast Florida, operates five hospitals and over 200 points of care. Renowned for its high-quality, faith-based care, Baptist Health offers services ranging from primary care to advanced treatment for cancer, heart disease, and stroke.

Even with its mission to provide best-in-class experiences across the patient journey, legacy data infrastructure was impacting the patient experience.

Data accessibility: Large volumes of patient data—including insurance information and electronic medical records (EMRs)—existed, but lived in disconnected systems, delaying time-sensitive workflows and limiting agility.

Engagement challenges: Personalized patient engagement was difficult to execute as marketing teams faced cumbersome extract, transform, and load (ETL) cycles that made it hard to deliver timely, targeted communications.

Governance issues: Governance was a growing concern, as data stored in silos created complexity and increased risk.

Solution

Baptist Health partnered with Coastal to modernize their technology ecosystem and build a secure, scalable data foundation that could power and significantly strengthen their healthcare marketing and operations.

System integration: Coastal implemented MuleSoft to unify data from diverse systems, centralizing and standardizing access.

Data platform consolidation: Patient data was brought into Snowflake, where it could be harmonized and managed at scale.

Real-time insights with Zero Copy: Using Zero Copy integration with Salesforce Data Cloud, Coastal enabled Salesforce to query live data directly from Snowflake, creating a real-time “Patient 360”. This gave Baptist Health timely access to critical insights without duplicating or moving data, maintaining Snowflake as the single source of truth while upholding strong governance, security, and performance.

Results

With silos now broken, access issues resolved, and platforms and data connected for a real-time Patient 360, Baptist Health can effectively engage patients with a personalized experience across their care journey.

Through Salesforce Health Cloud, contact center and service line teams can now engage patients proactively, using timely reminders, resources, and follow-ups tailored to each individual’s communication preferences.

With Salesforce Marketing Cloud, Baptist Health is able to nurture and support patients at every step —from pre-care to post-care—with automated, personalized messaging.

The Snowflake + Data Cloud integration enables complete patient profiles that include medical history, health risks, and preferences, making care coordination and targeted engagement faster and more effective.

CRM Analytics is helping Baptist Health uncover new patient segments, track the impact of campaigns, and continuously refine strategies to improve outcomes.

By modernizing their data infrastructure, Baptist Health increased operational efficiency, accelerated time-to-impact and achieved measurable gains for key services:

Lung Cancer Prevention

10x faster marketing execution of personalized patient journeys for lung cancer screenings and related campaigns

120+ high-risk patients engaged in the first 30 days

Primary Care

200% increase in primary care follow-up conversion rates

Bariatric Surgery

25% decrease in Bariatric surgery wait times

Clouds & Products

Health Cloud
Data Cloud
Marketing Cloud
MuleSoft
Snowflake
Tableau CRM Analytics