Case Study: UnitedHealthcare achieves personalized, proactive member care with Salesforce Marketing Cloud

UnitedHealthcare is transforming the member experience to proactive, predictive, and personalized care

UnitedHealthcare, part of UnitedHealth Group with 270,000 employees and a Salesforce customer since 2010, faced rising healthcare costs and increasingly demanding consumers who were experiencing fragmented, impersonal digital interactions. To stay competitive it needed to shift to a member-centered, personalized model that anticipates needs and simplifies care navigation.

Using Service Cloud and Marketing Cloud, 9,600 employees deliver a single-view, personalized experience—customer reps access all member data on one screen to recommend care programs, while Marketing Cloud drives 1:1 wellness and engagement journeys across email and text. The result is more proactive, predictive, and cost-effective care, stronger member loyalty, and a scalable foundation for continued personalization.

UnitedHealthcare

Phil McKoy

Chief Information Officer