In today’s privacy-first world, health systems can no longer rely on third-party data to drive engagement. The key to smarter, more sustainable marketing? First-party data — and a CRM that puts it to work. That’s exactly what one West Coast health system did in partnership with LionShare. The goal: capture consumer preferences and use them to fuel a more personalized, higher-performing communication strategy.
From Sign-Up Page to Smart Engagement
Together, we built a custom sign-up page where consumers could opt in to receive emails on health topics that mattered most to them — from heart health and women’s wellness to orthopedics and cancer prevention.
But this wasn’t a generic newsletter list. Each new subscriber triggered a dynamic CRM workflow tailored to their selections. Subscribers receive monthly emails with content specific to their chosen topics, creating a sense of relevance and trust from the very first touchpoint.
The Results? Big.
- 34%+ Average Open Rates – When emails reflect personal interest, people pay attention.
- 21% Utilization Rate – These weren’t just clicks. They were people showing up for care.
- Exceptionally High ROI – With minimal investment, this campaign delivered measurable growth in service line revenue, proving that the right data + the right message = real impact.
What Made It Work
This campaign succeeded not because it did more, but because it did what mattered. We didn’t blast every message to every person. We listened first, then delivered curated content to the right audience at the right time.
By aligning CRM strategy with first-party data collection, this health system was able to:
- Build a high-quality, self-selected audience
- Nurture trust through consistent, relevant content
- Drive measurable clinical activity tied directly to marketing efforts
Why It Matters
In a world where engagement is harder to earn — and data is harder to come by — strategies like this are a game changer. They prove that even a simple sign-up page can lead to serious ROI when paired with a smart CRM engine and a clear content strategy.
A Landing Page That Does More Than Capture Clicks
Another health system took this idea even further. As part of its new brand campaign , LionShare helped build a custom landing page designed to empower community members with trusted, engaging content — and gently guide them toward primary care.
After filling out a short form, users could:
- Download a Guide to Better Health
- Explore a curated hub of health content
- Receive a nurture email series with top wellness tips
But the page didn’t stop there. The client later used the same landing page to drive a community contest, giving the campaign a second life and proving just how valuable a well-built CRM landing experience can be. Once the foundation was in place, the page became a flexible tool for ongoing first-party data capture and engagement.
The Big Picture
What both campaigns have in common — and what more health systems are realizing every day — is that first-party data isn’t just a checkbox. It’s a competitive advantage. When used strategically, even a simple landing page can evolve into a personalization engine, content hub, and conversion tool — all backed by measurable ROI.
With LionShare, you don’t just get creative and campaign support. You get the CRM strategy behind it, too — the kind that turns interest into action, and prospects into patients.
Want to build something that works now and scales later? We’d love to help.
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