The Challenge
Tiber Health’s mission is to increase access to quality healthcare education around the world. Tiber is specifically focused on addressing the lack of diversity in healthcare professionals, especially physicians working in underserved communities. Tiber is the parent company of Ponce Health Sciences University (PHSU), which has 15 health education programs, including a LCME accredited medical school.
Through PHSU and a network of university partners, Tiber uses an array of innovative technologies and curricula to create pathways for students to become healthcare professionals that will make positive impacts on their communities. Tiber supports PHSU and the network of university partners in multiple ways; however, Tiber needed a new systematic approach to marketing and communicating with potential students.
Tiber provides inbound marketing support to help students find the program. One way they do this is through a searchable website that connects students with institutions offering pre-medical, post-baccalaureate programs. As a paid profile directory, the site features partner universities wherein students can search for their best school fit and request information about various programs. In return, universities receive qualified leads and access to a diverse pipeline of students.
To increase the number of partner institutions and further enhance the website’s value, Tiber needed a modern marketing strategy built on data.
- Tiber wanted to evolve their marketing tools for identifying prospects, generating leads, and growing university listings on the search site.
- Tiber wanted to standardize reporting related to Marketing, Admissions, and Enrollment across campuses and partners.
- Tiber wanted to better track interactions with prospective and current partners.
The Solution
Having previously implemented the Education Data Architecture (EDA) in Salesforce for Tiber, Redpath powered up the organization’s B2B marketing by also implementing Marketing Cloud and its robust automation tools. By eliminating the manual labor behind Tiber’s marketing and sales tasks, Redpath gave them the ability to use Salesforce data to create automated communication journeys and dynamic email content automatically and within the platform.
- Created a framework of personalized customer journeys with automatic updates on partner performance and the ability to manage and upsell website features and search placement.
- Developed the ability to create custom views of their data to better understand university partners and identify prospects and provide them with timely analytics on student populations.
- Generated automatic, branded responses to students requesting information through the website that are further customized to acknowledge universities selected.
“Our organization is complex. The Redpath team took the time to learn and understand our operations, partners, network, and goals. As experts in Salesforce for education, they provided us with a solution and support customized to our needs. They’ve been great to work with.”
– Michael Mayrath, PhD CTO, Tiber Health
The Results
Tiber now uses comprehensive data to understand its university partners, with the added credibility and data to grow its business. Marketing Cloud establishes the foundation for expanding Tiber’s businesses further giving the organization the confidence to launch new products and websites, and the ability to track sales and marketing efforts on all forthcoming product launches. Tiber now:
- Operates multiple business & marketing units from a central platform.
- Understands their partners’ key results areas and personalizes their experiences.
- Engages with partner constituents across their entire journey to find a best-fit school.
- Gains insights and analyses to reach new prospects and generate more pipeline.
- Identifies opportunities faster, speeding up the sales process.
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