Shifting to Data-Driven and Digital, During a Pandemic
Diversus Health chose Salesforce for its expertise in working with nonprofits and for its extensive ecosystem of solutions.Sales Cloud serves as the core constituent relationship management (CRM) tool. Pardot (nowMarketing Cloud Account Engagement) was added to automate marketing tasks, personalize messaging, and determine the return on investment (ROI) of marketing campaigns. With help from Prolocity, a SalesforcePremium Partner for Nonprofits, the system was up and running in just 90 days.
A few months into the rebranding project, the spread of COVID-19 became a global pandemic. Continuing the rebrand amid the disruption — including lockdowns and the transition to remote work — wasn’t easy. Yet Rickey said the timing proved to be an opportunity to think differently about their approach to branding and identity. The pandemic made so much change unavoidable, and it motivated the nonprofit’s staff to think deeply about how they might approach tasks and goals differently.
Having the Salesforce platform in place helped Diversus Health rapidly shift to majority telehealth services. When a client requests help through an online form, their information becomes available, via an integrated call center application, to staff members who can schedule their first appointment. Automated messages walk clients through the steps to join online sessions and prompt them to schedule follow-up appointments. Implementation of theOpero Fax app has streamlined the processing of referrals from external physicians and hospitals.
Leveraging Data to Bring Mental Health Services to More People
Salesforce tools are empowering marketing team members to use both their time and their budgets more efficiently. Their decisions are based on insights gained by tracking and comparing the performance of specific marketing channels and campaigns.
In an 18-month period, over 6,000 leads that reached the Diversus Health website because of marketing campaigns requested appointments. As every interaction between an individual and the organization is tracked, Rickey can estimate that the revenue generated because of those new clients is approximately seven times the total amount that was invested in marketing initiatives and over 20 times the amount invested in advertising costs specifically.
To take the effectiveness of its marketing and communication programs further, Diversus Health is implementingMarketing Cloud Intelligence, formerly called Datorama. Having unified reporting across advertising, email, social, and website activity — all on one marketing dashboard — will save team members time they’ve previously spent jumping back and forth between platforms. It will also allow the team to fine-tune its marketing efforts on a more granular level, communicating the right message to the right market segment, through the right channel, at the right time.
“By being as efficient as possible with the resources we have available, we’re able to positively impact more people’s lives,” Rickey said, “especially in the current climate, in which the demand for mental and behavioral health services is as high as it’s ever been.”