Ballad Health maximizes roi with data-driven marketing automation

Ballad Health partnered with Cured to focus on four priorities: strengthening patient and donor relationships, implementing smart communication systems, expanding their patient database, and increasing patient and donor loyalty. To meet these objectives, Ballad Health created a Consumerism Team that consisted of representatives from Patient Experience, Digital Front Door, Marketing & Communication, Contact Center, and Provider Outreach. This group combined the analytical thinking of martech specialists, marketing professionals' storytelling abilities, IT teams' problem-solving skills, and clinical staff's hands-on insights. 

With Cured's Healthcare Experience Platform (HXP), Ballad Health developed strategies to enhance patient experience, digital access, and community engagement. These strategies focused on one vital goal: engaging patients to ensure their community never faces a shortage of life-saving blood supplies.

Cured x Ballad Health: year one overview

Ballad Health's partnership with Cured delivered impressive results in its first year. Running 38 active campaigns, Ballad Health reached its community with over 100k+messages. The impact was clear: donor retention increased to 42%, while separate one-off campaigns generated more than 3,058 donations. Ballad Health also performed above industry benchmarks in key engagement factors (see image). 

campaign highlights

Below are the highlights of the Balad Health campaign, which show goals, approaches, and results. 

campaign 1: donor thank you series

goal: drive loyalty among donors to ensure they continue donating as soon as they’re eligible

approach:

• launched an automated “thank you” series 
• it consisted of 3 emails triggered based on donor behavior

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results:

• 4% boost in donor retention rate
• 3,058+ donations from separate one-off campaigns
• 57I % open rate
• 5% click rate
• 0.0005% unsubscribe rate

campaign 2: critical needs

goal: avoid O-type blood shortages by incentivizing donors 

approach:

• segment and target eligible O-positive blood patients leveraging data integrated from the blood data source system

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results:

• 58% open rate
• 6% click rate

campaign 3: welcome email

goal: begin engaging patients by welcoming them to the system

approach:

• send an automated “Welcome Email” to new patients joining the system

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results:

• 260k+ messages sent
• 43% open rate

campaign 4: virtual health

goal: increase rural patient access by implementing at-home virtual care options

approach:

• created dual-purpose campaigns: educating patients on virtual care while providing digital resources

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results:

• 3k+ landing page visitors 
• 1.3M messages sent
• 18% average open rate

why Ballad chose Cured

built specifically for healthcare

Unlike generic marketing platforms, Cured is built to address the unique needs of healthcare organizations. With connections to over 80 EMR systems and experience serving 96,000+ providers, Cured brought healthcare-specific expertise beyond basic marketing automation. 

power through simplicity

Cured’s approach combined powerful automation with intuitive interfaces, allowing Ballad's team to focus on strategy and results rather than getting lost in technical complications. This balance of power and simplicity meant faster implementation and quicker time to value.

a partnership, not just a platform

From campaign planning and data analysis to optimization strategies and marketing best practices, Cured's healthcare expertise helped shape Ballad's approach to donor engagement. 

key learnings

Ballad Health's marketing automation journey is just getting started. Based on key takeaways, Ballad Health learned: 

• better targeting = better engagement
• patients are willing to act
• socialize your success 
• constantly measure and improve

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Ballad Health plans to continue implementing these learnings and expanding its marketing automation strategy. What’s next? The team wants to ​​increase automated outreach, enhance conversion and ROI reporting, implement propensity scoring to boost targeting, and begin preventative health promotions. 

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