Centrum Medyczne CMP is a healthcare provider serving patients through several models simultaneously: primary care (POZ), private visits (FFS), and medical packages. The customer journeys are long and multi-stage, and largely dependent on external factors (e.g., login via government services or online banking), which significantly differentiates this model from classic e-commerce.
Before implementing Positive User, communication was based mainly on email campaigns and basic informational activities. The company had access to a large amount of data, but lacked a solution that would allow them to fully leverage the potential of Positive User in their day-to-day work with patients.
Marketing automation was implemented practically from scratch. The first step was organizing the database and building the foundation for measuring contact behavior. During the implementation, it became clear that the key challenges included:
Positive User was selected as a platform that enables gradual development of marketing automation, offers flexibility in working with data, and provides real team support during implementation and further development.
The project began with the implementation of email communication, followed by SMS campaigns, and is currently in the final stage of implementing push notifications. As a result, communication with patients has become consistent, controlled, and managed within a single environment.
Positive User enabled precise mapping of full patient journeys on a timeline and data analysis via API. Using the primary care registration process (which consists of five stages) as an example, the team was able to:
Thanks to automation, the number of patient touchpoints was also increased from 2 to 7 within a single, cohesive communication journey.
A key element of the project was the creation of a Communication Database – a central hub collecting information about all communication directed to patients.
Previously, activities were carried out across several systems (IC, MA, and operational tools), which resulted in fragmented data and a lack of full visibility for frontline teams, including reception staff.
Today, Positive User serves as the single source of truth. Thanks to API integration with the internal IN system, the organization receives a complete list of sent messages (email, SMS, and eventually push notifications), visible in a dedicated preview for employees.
This solution not only organizes communication but also creates a foundation for further analytics, contact frequency control, and campaign optimization based on the full interaction history.
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The implementation was carried out with ongoing support from a dedicated Customer Success Manager, Sabina Sęk, who was responsible for coordinating the implementation process as well as providing continuous system development support. She remains the client’s account guardian, supporting further optimization and development initiatives.
From the beginning, the collaboration has been based on openness and transparent communication. Continuous, direct contact ensures efficient response to needs and effective execution of subsequent project stages.
One of the main goals was to expand internal communication to the existing patient base, enabling cross-selling and upselling, while introducing real measurability of marketing activities. The first implemented scenarios have already confirmed that the chosen direction is correct and has a direct impact on business results.
Automation also significantly reduced manual workload – the number of manual marketing activities decreased by approximately 70%.
Selected communication results:
SMS campaigns targeted at patients generated dozens of conversions at a low operational cost, resulting in a very high return on investment. In percentage terms, the campaign cost accounted for only a few percent of the revenue generated.
This was particularly evident during the Black Week campaign – the cost of acquiring a patient via SMS amounted to approximately 3% of the revenue generated from conversions, confirming the high effectiveness of this channel.
Overall, the activities confirmed that marketing automation genuinely supports sales and patient decision-making.
On an annual basis, the system paid for itself, taking into account platform costs, SMS communication costs, and team workload.
