Cape Fear Valley Health, one of North Carolina’s largest healthcare systems, serves an eight-county region with over 80 clinics and five major hospitals. Managing digital marketing efforts for such a vast organization is no small feat, especially with a lean team. James Morgan, Digital Marketing Manager at Cape Fear Valley Health, needed a streamlined, efficient email marketing solution that would allow for better segmentation and improved engagement without the heavy lift.

With only one dedicated marketer managing web, SEO, content, paid media, and email marketing, Cape Fear Valley Health needed a platform that was easy to implement and simple to use. Acoustic Campaign had been a reliable tool for their email marketing, but Morgan was looking to take the organization’s strategy to the next level. He wanted to expand beyond a biweekly newsletter and introduce sophisticated segmentation and behavior-driven messaging to engage their audience in a more personalized way. Additionally, with Morgan as a team of one, investing in a solution with strong customer support was critical to ensuring smooth operations. “I heavily rely on partners like Acoustic to make sure I'm staying focused on the roadmap for the year, and in weeks and months ahead,” Morgan explained.

Acoustic Connect provided the ideal solution, offering a seamless transition from Acoustic Campaign to a more advanced and flexible platform. The migration process was faster than anticipated, allowing Morgan to go live with email sends within weeks instead of months. “It actually went a lot faster than what we said initially,” he noted. “We said, ‘OK, let's potentially ear mark January as a launch,’ and two weeks later, [the Acoustic team] said that I could start using the Acoustic Connect platform.” This swift onboarding process minimized disruption and enabled Morgan to maintain his email marketing schedule without unnecessary delays.

 

The easy-to-use interface added to the frictionless experience, allowing Morgan to quickly familiarize himself with the new platform and start building campaigns. “[It was] intuitive transitioning from the Acoustic Campaign to Acoustic Connect. There are obviously a few differences like the upgrades, which are great.” The Acoustic team provided detailed guidance on navigating the upgrades, offering training on how to maximize the platform’s new capabilities. They provided hands-on support with reporting, too, ensuring Morgan could effectively track campaign health and performance. “In terms of the health of the email sends, Acoustic did a great job on educating me and making sure I'm pulling those reports in a timely fashion and know what to look out for.”

 

Acoustic’s dedicated team also provided ongoing assistance, helping Cape Fear Valley Health stay on top of best practices and strategize for future engagement initiatives that would enhance their email marketing performance over time. “The customer service on the Acoustic end has been fantastic, which is paramount having a very tiny team,” Morgan shared.

Since transitioning to Acoustic Connect, Cape Fear Valley Health has successfully recreated its existing campaigns while gaining access to more sophisticated reporting and segmentation capabilities. Morgan quickly adapted to the platform, appreciating its ease of use, intuitive interface, and enhanced data management features. “It seemed like it was quite a multi-step process in terms of what we were going to do, and it was basically like one click and you're on Acoustic Connect now,” Morgan recalls.

 

As part of the transition to Acoustic Connect, Cape Fear Valley Health received hands-on support from Acoustic’s dedicated team to ensure a smooth data migration process. The team guided Morgan through the upgrade, helping him not only transfer existing data but also take advantage of Acoustic Connect’s enhanced customer data management capabilities. Incorporating additional fields and attributes into Cape Fear Valley Health’s database lays the groundwork for enabling deeper segmentation and more personalized messages in the near future. With Acoustic’s expert assistance, Morgan was able to navigate the migration efficiently, making the most of the platform’s new capabilities.

 

Morgan is now focused on leveraging Acoustic Connect’s capabilities to enhance audience segmentation and behavior-driven messaging. “We’ve got to get away from just sending [generic emails] and putting all of our eggs in that basket, knowing we have so many service lines and different segments that we could be speaking to more specifically,” he explained. His next priority is integrating real-time behavioral data into his campaign execution to create more relevant and engaging emails. Morgan also sees an opportunity to optimize engagement by refining preferences and opt-outs, ensuring that messages align with patient interests and actions. By moving beyond broad campaigns and using behavioral insights, Cape Fear Valley Health aims to deliver targeted, action-driven content that resonates with its audience.

 

Looking ahead, Cape Fear Valley Health plans to expand its use of Acoustic Connect by developing automated email journeys, such as a welcome series, and refining audience segmentation to drive stronger engagement. With the platform’s robust capabilities and continued support from Acoustic, Morgan feels confident in fully transitioning off of Acoustic Campaign. He believes that the organization is well-equipped to optimize their email marketing strategy and enhance patient and hospital communications in the months ahead.