Overview
Industry
Healthcare
Region
USA
Company Size
500 - 1,000 Employees
Featured Solution
M-Clean
Context
The customer was using Adobe Marketo Engage integrated with Salesforce Cloud to manage patient engagement and healthcare professional outreach. However, patient entries came through telehealth sign-ups and manual walk-in registrations, creating a cluttered data environment. Also, data captured across fragmented entry points existed in inconsistent formats, resulting in duplicate or incomplete patient records.
The customer needed a way to unify patient identities, ensure HIPAA-compliant communication, and enable a seamless patient journey.
Business Challenges
The customer faced multiple data management and compliance challenges, including:
Fragmented Patient Identities
Patient records were split and duplicated across systems, preventing a single ‘Golden Record’ view.
HIPAA & Compliance Risks
Inconsistent ‘unsubscribe’ and ‘opt-out’ flags across records created a risk of non-compliant communication.
Data Sync Deadlocks
Differences in data formatting between Salesforce and Adobe Marketo Engage caused synchronization errors, delaying critical health alerts.
Manual Data Remediation & Inaccurate Personalization
The IT team spent 20+ hours weekly merging records, while patients received duplicate or irrelevant notifications, leading to digital fatigue and impacting trust.
The Solution
The team implemented M-Clean, a data deduplication solution for Marketo and Salesforce/MS Dynamics 365. The solution included:
- Automated Compliance Sync
Configured an ‘Identity-Link’ system to ensure that if a patient opts out in one record, the flag is instantly propagated across all duplicate records.
- Field-Level Standardization
Standardized medical credentials and job titles (e.g., MD, HOD, PhD) to enable accurate HCP targeting.
- Zero-Entry Prevention
Enabled point-of-entry deduplication to prevent the creation of duplicate records during portal registrations.
- Custom Survivorship Rules
Defined merge logic to retain the most recent insurance details while preserving the original patient ID during record consolidation.
Business Outcome
By implementing M-Clean, the customer achieved full synchronization of consent and privacy flags, eliminating compliance risks and strengthening regulatory adherence. Next, the customer was able to create a unified patient view through a ‘Golden Record’ across Salesforce and Marketo, improving overall patient experience. The solution even reduced IT effort by automating most deduplication tasks and improved email deliverability by standardizing data for timely patient communication.
Highlights
100%
Compliance Accuracy
25%
Improvement in Patient Experience
95%
Reduction in Manual Workload
15%
Reduction in Bounce Rates
Conclusion
With M-Clean, fragmented patient data was transformed into a unified, compliant system of record, enabling accurate identities, seamless engagement, and trusted communication across every touchpoint.
Achieve Clean, Compliant Patient Records with M-Clean
