Transforming member engagement for a leading US healthcare payer
The context
A major US-based healthcare payer recognized the need to transform its marketing and communications. This meant moving towards a data-driven, personalized, and efficient model that enables more meaningful connections with its members.
To build a future-ready foundation, they needed to modernize their MarTech ecosystem as the foundation for scalable growth and achieve customer experience excellence.
The challenge
The payer’s marketing systems were disconnected, preventing them from delivering the seamless, personalized journeys their members expected. They needed a unified platform to create a single view of the member journey, automate campaigns at scale, and streamline complex internal workflows.
The core challenge was to implement a comprehensive solution that would empower their teams to connect with audiences more effectively, all while ensuring strict regulatory compliance and operational agility.
Key solutions
In close partnership with the client, we architected and implemented a state-of-the-art solution centered around the Adobe Experience Cloud.
This greenfield implementation created a powerful, interconnected ecosystem to address their key marketing needs.
Together, we delivered a solution featuring a redesigned public website using Adobe Edge Delivery Services for elite performance, Adobe Marketo Engage for automating personalized journeys, Adobe Customer Journey Analytics for real-time insights, AEM Assets for centralized asset management, and Adobe Workfront to streamline workflows from start to finish.
The results
Delivered on time and within budget in just nine months, the new platform has fundamentally changed how the team works, driving major efficiency gains. The project's security was validated with outstanding PEN test results, giving the client complete confidence in the solution's robust and secure architecture. Pen-tests involve ethical hackers simulating a real-world cyberattack to identify and validate exploitable vulnerabilities, ensuring the system's defenses can withstand malicious attempts.
The business impact was immediate and significant, with a 75% reduction in the time needed to build a new landing page and a 50% decrease in creative proofing cycle times.
By automating manual tasks, the team saves an average of two hours per employee, every day, providing a powerful foundation for enhancing member engagement and accelerating long-term growth.
Testimonials
“We successfully met and exceeded all milestones, delivering a seamless, vertically integrated Adobe marketing technology stack. My sincerest thanks to the entire Cognizant team for their expertise, work ethic, grace, and professionalism, which led to a successful launch and delivery. We chose Cognizant for their partnership approach, and they delivered on their promise to care for both technology and marketing requirements. While a simple "thank you" feels insufficient for such a significant engagement, please accept our deepest gratitude and appreciation. Thank you!” - Senior Leader
“Thank you for your hard work and dedication in delivering this project. Your efforts have significantly improved our data-driven marketing, digital experience, operational agility, and compliance. This achievement, especially given the aggressive timeline, would not have been possible without your unwavering commitment and partnership. Please extend my thanks to your teams.“ - Senior Leader
Get in touch.
Interested in transforming your marketing capabilities? Get insights and future-forward thinking from our experts. We’re here to support your customer experience strategy.
