Bounteous and athenahealth Digital Transformation Partnership
athenahealth partners with healthcare organizations across the care continuum to drive clinical and financial results. They provide a variety of cloud-based products and services to medical practices, hospitals, and health systems. athenahealth's services are designed to improve care coordination, streamline medical record management, and facilitate patient engagement. They also help healthcare providers maintain and share patient records securely, allow patients to pay healthcare-related bills online, and allow patients to communicate directly with their physician.
Their vision is to create a thriving ecosystem that delivers accessible, high-quality, and sustainable healthcare for all.
athenahealth is undergoing a large business evolution as they set their sights on doubling their business over the next five years. In order to achieve these ambitious goals, they needed a complete digital transformation, powered by data and technology, to reimagine digital experiences that support their transformation objectives.
We deployed a Co-Innovation program, mobilizing the team to align interests and accelerate value creation, ultimately enabling the creation of experiences that empower and inspire action.
- 37%Increase in meeting requests
- 4,618Development hours delivered
- 97Dashboards created to drive better decision making
B2B Healthcare Digital Transformation
We empowered athenahealth to unlock full funnel visibility, optimize operational efficiency, and create powerful personalized customer experiences that drive continuous growth and innovation.
A Co-Innovation Partnership to Drive Rapid Value Realization
Bounteous was engaged to partner alongside athenahealth in their digital transformation endeavor – developing their long-term strategic roadmap while also executing immediate short-term needs to drive momentum and rapid value realization, and ultimately fuel growth. This work included defining a comprehensive growth strategy and execution initiatives tied to data evolution, digital experience innovation, and omni-channel marketing.
At the start of our partnership, athenahealth had invested in the right technology platforms, but needed help bridging the gap between technology, process and data in order to make the optimal use of their investments and accelerate growth. They also required a centralized activation layer, or CDP, to put the power of the data into the hands of marketers and strategists.
Bounteous worked with athenahealth to activate an omni-channel strategy and 2-year roadmap that unlocks full funnel visibility, a powerful go-to-market strategy, and operational efficiency across teams. The roadmap lays the foundation for powerful personalized experiences that empower and inspire action through a customer-centric approach.
The roadmap helped build the foundation for a successful brand strategy.
Digital Transformation Strategy
Customer Data Platforms
MarTech Strategy
Data Strategy & Governance
Change Management
Experience Design & Planning
Bridging Organizational Gaps to Achieve Alignment
Navigating a complex organization like athenahealth required a partner who could bridge the gap between disparate groups and ensure project alignment for success. By providing a consultative approach to change management, we armed them with the right tools and knowledge to effectively use and implement digital transformation strategies. Bounteous worked across all levels of the organization to ensure seamless implementation of new technologies.
The roadmaps and strategies developed laid the foundation for a successful digital transformation program.
Fostering Comprehensive MarTech Evolution
athenahealth enlisted Bounteous to navigate extensive marketing and IT challenges. Collaborating across the organization, we ensured project alignment with growth goals and enabled full-scale MarTech evolution through data integration, experience design, and marketing technology. As a trusted advisor, we guided new leadership and investors, helping athenahealth achieve significant efficiency and effectiveness improvements within a year, solidifying their competitive position.
Unlocking Potential through Data Strategy
At Bounteous, we believe in harnessing the power of data to drive impactful results. Our collaboration with athenahealth exemplifies our expertise in transforming data into actionable insights, leading to enhanced marketing success and operational efficiency.
Measurement Innovation to Enable Digital Transformation
athenahealth is passionate about marketing, measurement, and critical insights, but lacked the key definitions for success as well as a single source of truth to truly measure campaign ROI.
They collaborated with Bounteous to create a data strategy, address data challenges, and define success metrics. This unified approach improved measurement, marketing, and sales automation across the marketing funnel, enhancing efficiency and communication among teams.
Data Strategy & Governance
Customer Data Platforms
Marketing Performance Optimization
Enterprise Data Warehousing & Modeling
Marketing Platforms &. Enablement
Artificial Intelligence & Machine Learning
Data First Strategy to Maximize Results
The Bounteous team performed a data assessment to develop a strategy addressing data quality and marketing automation. We identified activities for comprehensive B2B measurements and introduced a multi-dimensional measurement framework, fostering cross-functional collaboration. We revamped campaign and tracking processes, built 97 dashboards, and launched a test and learn strategy using Adobe Target and Salesforce Interaction Studio. This helped optimize messaging and targeting, creating a dynamic content repository for AI-driven personalization. These efforts transformed decision-making and personalization to boost marketing success.
A Customer Data Platform to Accelerate Personalization
Bounteous and athenahealth collaborated to enhance audience personalization. A readiness assessment of the current ecosystem identified technical and business needs, guiding strategy and setting the foundation for athenahealth's goals and enablement of a customer data platform (CDP). Through a rigorous vendor selection process and development of an RFP, the team determined the solution that would lead them into the future. With a roadmap and action plan in place, Bounteous delivered the first use cases in under six months, ensuring the solution would support rapid adoption and future scale.
Implementing Lead Scoring and MarTech Optimization
Bounteous developed an attribution model, optimized lead scoring, and mapped customer touchpoints across platforms – including Salesforce Marketing Cloud. Improved dynamic content enabled scalable, automated personalization, reducing friction and generating informed leads. This allowed athenahealth to effectively target personalized content, set financial targets for digital transformation, and enhance brand differentiation and equity.
Activating Data Strategy and Data Consolidation
Bounteous collaborated with athenahealth to implement a data strategy, creating a measurement framework and data warehouse connecting Salesforce, Adobe Analytics, and additional lead generation solutions. The Marketing Data Warehouse optimized analytics and reporting, enhancing lead generation and full funnel visibility. This strategy standardized measurement, improved lead quality and velocity, and expanded data collection for customer lifecycle visibility, enabling scaled marketing efforts and increased cost efficiency.
Transforming Digital Engagement Through Innovation
Bounteous partnered with athenahealth to transform their digital strategy, starting with a comprehensive audit and redesigning the website to enhance engagement and conversion. By refining target audiences and optimizing content, we created personalized user experiences and set the foundation for continuous growth and innovation through ongoing testing and refinement.
Creating and Optimizing the Digital Strategy
Challenged by a website experience that not only struggled to engage, educate, and ultimately convert prospective customers – but also to attract the right audience to begin with, athenahealth called on Bounteous to help. We devised a digital strategy stable enough to create an actionable foundation and malleable enough to allow for scale and optimization.
Digital Experience Strategy
Experience Design & Planning
Audience Strategy & Research
Content Strategy & Governance
Brand Experience
Website Refresh
Beginning with a comprehensive audit, inventory, and analysis, Bounteous collaborated with athenahealth to optimize the website experience. Additionally, we redesigned the content organization and navigation, leveraging user testing to help iterate and validate design decisions.
Mapping Consumer Journeys
Once the foundational elements had been established, we were able to explore and refine athenahealth’s target audiences. Doing so enabled us to build out more dimensional personas and more accurate consumer journeys to better inform the core objectives of the site experience.
Broadening and Deepening the Experience for Future Growth
Utilizing the intel gleaned from our early efforts, we were able to create user-centered, personalized experiences. The team redesigned critical components of the web experience and continue to evolve the company's value proposition on the website, incorporating more visuals and insights relevant to athenahealth’s target audiences.
Platform Expertise Enables Healthcare Digital Experience Innovation
At Bounteous, we are committed to revolutionizing healthcare marketing by leveraging cutting-edge MarTech solutions. Our collaboration with athenahealth showcases our ability to transform legacy systems into dynamic, future-proof platforms that drive substantial growth and innovation.
Modern Martech Stack Optimization Drives Healthcare Innovation
Bounteous collaborated with athenahealth to assess and optimize their legacy marketing platforms, such as Salesforce Marketing Cloud and Data Cloud, DAM, and CDP. The team redefined the marketing tech stack, establishing clear expectations and strategies to maximize investments and accommodate future needs. This optimization led to a 37% increase in marketing-sourced leads.
MarTech Strategy
Marketing Platform & Enablement
Customer Data Platforms
Data Integration
Personalization Strategy
MarTech Assessment and Framework Development
Bounteous defined clear expectations for each platform and solution in athenahealth's roadmap, creating a scoring framework and use cases to align marketing and IT goals. Through a comprehensive test and learn strategy, they optimized the use of Adobe Target and Salesforce Interaction Studio to enhance efficiency and targeting.
MarTech Data Analysis and Optimization
Bounteous developed and activated a comprehensive platform data analysis to optimize journey orchestrations, templates, reporting, and lead workflows.
The team established connections between Salesforce, Adobe Analytics and additional lead generation solutions enabled hyper personalization and optimization across platforms.
Continuous Innovation will Define Future Success
Together with athenahealth, we will continually drive digital innovation and transformation, setting the benchmark for excellence in healthcare technology. We are committed to leveraging cutting-edge strategies and solutions to unlock new levels of growth, efficiency, and customer satisfaction. Our work will ensure athenahealth remains a leader in enabling accessible, high-quality, and sustainable healthcare for all.
