In a landmark partnership, Clinica Sante became one of the first organizations in Romania to implement Oracle Responsys and Infinity IQ as part of its strategic transformation towards a more personalized and data-driven customer experience (CX). This successful implementation, done in collaboration with Oracle Sales and Logarithmic, has set a new standard for customer engagement in the healthcare sector.

Background

As a leading healthcare provider, Clinica Sante needed a solution that would enhance their marketing capabilities, offer personalized communication at scale, and provide actionable insights. After extensive consultation and multiple demos conducted in coordination with the Oracle Sales team, the decision was made to integrate Oracle's cutting-edge CX tools: Responsys for email and cross-channel marketing, and Infinity IQ for real-time analytics and behavior tracking.

Implementation Journey

The implementation process followed a meticulously planned approach to ensure a smooth transition and quick adoption by Clinica Sante’s marketing team. Below is an overview of the key stages and actions taken during the implementation.

1. Responsys Account Setup

• Set up account settings and the Interact Conversion Tracking Pixel to start collecting data.
• Defined roles and responsibilities within Responsys and created user accounts for Clinica Sante’s team.
• Integrated Responsys with Facebook Custom Audience for enhanced cross-channel targeting.

2. Responsys-Infinity Connection

• Created Infinity users within Responsys to streamline platform connections.
• Set up the necessary connections to capture behaviors and actions from Infinity, ensuring data could be seamlessly transferred.
• Configured custom events in Infinity to trigger specific marketing programs in Responsys based on customer interactions.

3. Data Management & Structure

• Created a detailed folder structure for managing campaigns.
• Set up profile lists and Profile Extended Tables (PETs) for advanced segmentation and personalization.
• Supplemental tables and SQL views were developed for complex data analysis, ensuring Clinica Sante could maintain a 360-degree view of customer data.

4. Marketing Automation Setup

• Configured Responsys Personalization Language (RPL) for dynamic email content.
• Created data lookup directives for real-time customer information retrieval.
• Built an automated welcome program and form templates for customer onboarding and engagement.

5. Infinity Tag & Analytics Setup

• Created Infinity user roles and custom scripts for tracking specific user interactions.
• Deployed and tested custom Infinity tags, allowing for granular tracking of customer behavior on digital platforms.
• Configured Infinity collections and reports to provide Clinica Sante with actionable insights on user journeys.

Outcomes for Clinica Sante

The successful implementation of Oracle Responsys and Infinity IQ brought several key outcomes:

1. Enhanced Personalization: Clinica Sante can now send highly personalized messages based on real-time behavior, improving customer engagement.

2. Data-Driven Decision Making: The ability to analyze customer interactions in real time enables data-driven marketing strategies, optimizing campaign performance and ROI.

3. Cross-Channel Marketing: Integration with Facebook Custom Audience allows for cohesive messaging across email, social media, and more, increasing the overall reach and impact.

4. Automation Efficiency: The automation of key marketing workflows (e.g., welcome programs) saves time for the marketing team, allowing them to focus on strategic tasks.

5. Scalability: Clinica Sante is now equipped to scale their marketing efforts with ease, managing larger customer databases while maintaining personalized communication.

6. Improved Customer Experience:  With better insights and tailored content, Clinica Sante is able to deliver a superior customer experience, leading to higher satisfaction and loyalty.

Conclusion

The implementation of Oracle Responsys and Infinity IQ at Clinica Sante marks a milestone not just for the company but also for the adoption of advanced CX tools in Romania. By combining powerful marketing automation with real-time behavioral insights, Clinica Sante has redefined its customer engagement strategy, setting the stage for future growth and success.