Emory Healthcare - Patient Reengagement Campaign

Built with: Salesforce Marketing Cloud, SQL (Query Activities), Journey Builder, SSJS, AMPscript, custom Cloud Pages, and the SFMC REST and SOAP APIs.

​

I built an automated campaign to win back lapsed patients, people who had engaged with Emory before but had gone quiet. The goal was to reach them again with something relevant to their care, not just a generic blast.
 

The core is a data pipeline I designed in SQL: it looks at engagement history, identifies who has lapsed, and rebuilds a fresh audience on a schedule. Each patient is then routed by service line based on the care area of their last interaction, so someone who last saw orthopedics gets different messaging than someone who saw cardiology. From there they flow into a Journey Builder journey with A/B tested emails, so we could actually learn what brings people back rather than guess.
 

I built the whole thing with a full test harness too: every production piece (the audience, the journey, the emails) has a parallel test version, and the entire flow runs end to end in test before anything reaches a real patient. The screenshot is a data flow page I built to map every step of the pipeline and its status on one screen, so the team can see the whole system at a glance.