Emory Healthcare - Reengagement Audience & Routing Engine

Built with: Salesforce Marketing Cloud, SQL Query Activities, Journey Builder, AMPscript, Einstein Send Time Optimization, and a custom CloudPage.

Emory has a large pool of opted in patients who have quietly stopped opening emails. I designed and built the engine that wins them back: a daily SQL pipeline that flags lapsed patients, resolves each one to a single health track, and feeds them into a three email Journey Builder series that stops the moment someone reopens.

Routing runs on two Salesforce signals: what topic a patient has shown interest in, and whether they had a recent appointment in that same area. I built the logic that resolves those two signals down to one of four tracks, Heart & Vascular, MSK, Women's, or General, including matching messy real world department names like CLIFTON B1 UROLOGY back to a clean topic.

Every patient gets an A/B tested email sent at their own best time of day, and opening any email in the series exits them right away, since the open itself is the win. I also built a full parallel test track with its own seeded patients, including deliberate edge cases like a minor and a deceased patient, so the whole pipeline could be proven safe before a real patient ever received an email.

The screenshot is a CloudPage I built that documents the entire system end to end, so the team can see how a patient moves from lapsed, to routed, to sent, on one screen.