VCU Health
VCU Call Center
MERGE works with a growing internal VCU Health marketing team to identify key stakeholders within the organization who would have insight and influence to ensure Marketing is seen as a strategic asset within the organization, and not simply as a service department.
Services
Business and technology strategy
Creative communications and design
Website strategy and development
Creative communications and design
SEO and voice search optimization
Powerful 3rd party integrations driving ROI
Digital creative campaign concepting
Enterprise ASP NET development
Custome eTool and applications
API and mobile app development
Alignment of workflows with business processes through Salesforce CRM
Governance and staff consulting
Business intelligence strategy and dashboard design
Challenge
Elevating the perception of Marketing's role in operational efficiency, patient acquisition and access.
Produce cost-effective digital campaigns and provide end-to-end visibility into user behavior through their journey from conversion, through the call center.
Outcome
The resulting campaign configurator tool aligns with a custom call center application, utilizes the workflows for numerous VCU Health Call Centers and provides improved tracking, including top of the funnel traffic and real lifetime value measurement, while integrating directly into the Salesforce CRM.
-Collaboration with patient access center (PAC), IT, telecomm
-6 call centers
-Unique workflows
-Increased investment externally while increasing internal team and capabilities
Results
MERGE works with a growing internal VCU Health marketing team to identify key stakeholders within the organization who would have insight and influence to ensure Marketing is seen as a strategic asset within the organization, and not simply as a service department.
45%
reduction in the time spent developing campaigns using the Campaign Configurator which lead to a decrease in overall cost of 50% for the fiscal year.
6
different call centers implemented the application and tracking workflows and increased visibility and insights in Salesforce leading to true attribution.
Technology Solutions to Enable Progress
Campaign configurator to provide component-based landing page development, Call center tool designed to accommodate operational workflows, Salesforce CRM integration and automation.
Call center tool designed to accommodate custom operational workflows
