The entrance of Salesforce into the healthcare arena with its Health Cloud customer relationship management platform brings a big boost to startup vendor and customer PatientPop, which offers a web marketing platform for physicians.

PatientPop went live in October 2014, funded by ambulatory software and revenue cycle management vendor athenahealth. The PatientPop platform supports patient acquisition, retention marketing, reputation management and analytics functions for small and mid-sized physician practices. The company boasts that client physicians on average see a 78 percent increase in search engine rankings and a 570 percent return on investment.

The mission, says PatientPop co-founder and co-CEO Luke Kervin, is to help practices grow and help physicians spend more time with patients. Now, the company will get some firepower by having access to the CRM software of Salesforce Health, which is starting tests of its cloud platform in October and expects to be in production in February 2016.

Also See: Salesforce Unveils Soon-to-Be Launched Health Cloud

Salesforce Health will aggregate data from across multiple systems including electronic health records, practice management systems and wearable technologies. PatientPop has a suite of software to build client retention and can use the Salesforce Health data to help physicians more effectively market, Kervin explains. For instance, rather than a staff member in a practice calling or mailing patients to let them know it is time to visit the doctor, PatientPop can automate that task.

More patients due for an examination, or being reminded of an upcoming appointment increases the quality of care while reducing no-shows. PatientPop also integrates with electronic health records and practice management systems, starting with ambulatory vendors athenahealth and AdvancedMD.

Over the years, several major companies have come into healthcare, not understood the industry and gotten out. Kervin thinks Salesforce will be different. “They’re building a business-to-business product, not a consumer product.”

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