How Unified Patient Data Across Adobe, Tealium & CRM Increased Appointment Conversions by 47%

Client Overview

A leading healthcare group combining hospitals, diagnostic centers, and online consultations, investing heavily in digital channels.

Business Challenge

But their analytics ecosystem was fragmented: ❌ Adobe Analytics data didn’t match backend bookings ❌ Tealium was implemented but underutilized ❌ Multiple tracking tools (web + app) were not unified ❌ No visibility into patient journey across devices ❌ Marketing optimized for clicks, not actual patient visits Result: They had data everywhere — but no real insights What We Found After a full-stack analytics audit across platforms: - 42% of appointment conversions were not attributed correctly - Patient journeys were fragmented between: - Web (Adobe Analytics) - App (Firebase / SDK tracking) - CRM (actual visit data) - No unified user identity → duplicate & lost users - Critical funnel steps (doctor selection, slot booking) were inconsistently tracked Insight: They had tools, but no connected data foundation

Tools Used

MartechRise Solution

We implemented a unified, enterprise-grade tracking architecture: ✅ 1. Cross-Platform Data Unification Connected: - Adobe Analytics (web tracking) - Tealium AudienceStream (CDP) - CRM (patient records) Created a single customer view (patient profile) ✅ 2. Identity Resolution Implementation Used Tealium to stitch: - Device IDs - Login data - Appointment interactions Enabled cross-device patient journey tracking ✅ 3. Standardized Data Layer Across Platforms Implemented consistent data layer for: - Doctor views - Appointment steps - Service categories ✅ 4. Full Funnel + Outcome Tracking - Appointment started - Slot selected - Booking completed - Actual visit (from CRM) ✅ 5. Data-Driven Experience Optimization - Identified drop-offs in mobile booking flow - Improved UX for faster appointment booking - Personalized retargeting using CDP audiences

Outcome

The Results (Within 90 Days): 🚀 +47% increase in appointment conversions 📉 33% reduction in patient drop-offs 📊 +50% improvement in data consistency across platforms 🎯 Campaign optimization based on actual patient visits (not just clicks) 💰 Higher ROI from paid media with better targeting

Impact