How We Are Using Marketing Cloud, Data Cloud, and Health Cloud Across the RCG Global Companies

I have been at the intersection of medicine and information systems for 34 years. In 1990, I was part of one of the earliest electronic medical record implementations in the country, at Brigham and Women’s Hospital in Boston. In 2006, I built a system so that any image could be seen by any physician, anytime, from anywhere. In 2013, I began treating the healthcare system itself as a patient — diagnosing why it kept failing despite having all the data it needed.

The diagnosis was always the same: the data existed. The intelligence did not. That is the problem CIMSS Innovative Solutions was built to solve.

I am a physician and surgeon. I am also the Founder and CEO of MIMIT Health and CIMSS Innovative Solutions — a global health technology company with operations in the United States, India (RCG Digital Health E-Systems), and the UAE (Budhimon FZe). Together, we operate as the RCG Global Companies — a collection of clinical entities, technology companies, international subsidiaries, e-commerce storefronts, and managed service clients, all running on a single unified Salesforce platform: flake, above Health Cloud. The EHR became a peripheral data source. Data 360 became the brain.

Before I tell you how we use these platforms, I need to tell you how we think about them — because the thinking is where most organizations go wrong.

Customer data platforms entered the market with an ambitious promise: unify all your customer data, build a complete profile, and use it to drive better experiences. Most organizations got the first part right. They unified the data. They built the profiles. Then they handed it off to another system to do something with it.

At CIMSS, we made a foundational decision early: the CDP cannot be middleware. It has to be the intelligence layer itself. We repositioned Salesforce Data Cloud — Data 360 — not as a marketing platform, but as the unified orchestration layer above all our source systems. Above the EHR. Above AWS RDS. Above Snowflake. Above Health Cloud. The EHR became a peripheral data source. Data Cloud became the brain.

Here is the realization that changed everything for me — both as a physician and as an operator. Every patient interaction is a B2C interaction.

Patients are consumers before they are patients. They search. They compare. They choose. They book. They arrive. They engage. They return — or they don’t. And they do all of this having already experienced world-class consumer engagement in every other part of their lives: from their bank, their airline, their favorite retailer.

The consequences of getting their data wrong are not a missed sale. They are a missed diagnosis. This is why limiting Data Cloud and Marketing Cloud to “marketing” is not just insufficient in healthcare. It is dangerous.

CIMSS uses Data Cloud across the full enterprise: clinical operations, patient engagement, care coordination, revenue cycle, and commerce. One unified patient-consumer identity — spanning seven entities in the RCG Global Companies — accessible to every system and every agent that needs it, in real time.

Most people think of Marketing Cloud as a B2C tool. But at CIMSS, we’ve built a B2B marketing engine that operates at the enterprise level — reaching Salesforce AEs, health system CMOs, hospital operators, and physician group leaders across the United States, India, the UAE, and beyond.

Audience architecture in Data Cloud. We’ve built audiences in Data Cloud for Salesforce internal personas — AEs, Solution Engineers, product managers, and Health Cloud specialists. Every thought leadership piece goes to a curated segment of 700–800 Salesforce AEs and ecosystem contacts, activated directly through Marketing Cloud journeys.

B2B journeys that educate, not sell. We don’t send sales pitches. We send insight. Clinical case studies. Architecture decisions. Real-world proof points. The philosophy from Behind the Cloud — spread the word, educate people, build trust — is the philosophy we’ve operationalized in our B2B engine.

Multiple business units. Under our Marketing Cloud enterprise account, we run separate business units for CIMSS, MIMIT, Budhimon, RCG Digital Health, and our e-commerce entities. Each has its own audience, journeys, and brand voice. All unified through Data Cloud.

At MIMIT Health, Marketing Cloud is not a marketing tool. It is part of patient care. How you reach someone, how you earn their trust, how you guide them from first awareness through a clinical journey and into an ongoing relationship — that is care. Done poorly, it’s noise. Done well, it’s medicine.

Omnichannel patient engagement. Marketing Cloud connected with Data Cloud, Service Cloud digital engagement, Amazon Connect for voice, and Field Service Lightning for home visits. A patient can find us via web, SMS, email, or phone. Every channel feeds the same unified record.

Intent to convert. We tie Marketing Cloud journeys into CRM campaigns and track every patient from first intent signal through to conversion — appointment booked, patient onboarded, care plan initiated. Clicks and views are not the metric. Patients seen and lives changed are the metric.

Agents in the journey. Go to MIMITHealth.com and click the bot — you can start the patient onboarding process right now. An agent takes you through intake. A human follows up. Sub-10-minute onboarding. 35% more patients seen per day. $200,000 in annual cost savings. 459% ROI in three months.

Data Cloud tracks four things for every patient-consumer globally:

Here is our live data architecture:

The question that has haunted health systems for two decades is not “do we have the data?” We have always had the data. The question is: what does the system do with it? At the moment it matter?

Agentforce operates as a clinical reasoning layer inside the Data Cloud environment. It does not wait for a human to query a dashboard. It reasons. It orchestrates. It acts.

But Agentforce alone is not the moat. Underneath it sits something that took 34 years to build: a physician-curated clinical ontology — a knowledge graph where the edge weights, branch conditions, and decision logic were encoded by a physician who has spent three decades asking why clinical information fails at the point of care. Every node represents a clinical judgment. Every edge weight represents a probability refined through real patient encounters.

Health Cloud is where the clinical record lives — care plans, care programs, Patient 360, Provider 360, Payer 360, referral networks. What we’ve done differently is refuse to treat Health Cloud as a silo.

Care plans tied to journeys. When a patient enters a care plan in Health Cloud, it triggers a Marketing Cloud journey. When a patient responds to a Marketing Cloud campaign, it updates their Health Cloud record. Clinical and commercial are not separate. They are one system.

For enterprise clients in the UAE, we’ve taken entire clinical pathways — for diabetes, hypertension, post-surgical recovery — built the reasoning engine behind them, tied them into Marketing Cloud journeys, and activated them through Data Cloud. A patient answers two or three screening questions. The system determines their risk. They are onboarded automatically. An agent follows up. A human clinician reviews. This is healthcare at the speed of life.

Here is where I want to be honest, because the industry deserves honesty.

The vocabulary shifts: ExactTarget calls them flows, Marketing Cloud Next calls them journeys. But what changes fundamentally is the architecture — Next is native inside Salesforce, built on Data Cloud, with no external connectors. This is the direction. And we are building toward it deliberately, not reactively.

Every architectural decision at CIMSS is evaluated against the Quintuple Aim:

• Patient experience — does this make care better for the person in front of us?
• Population health outcomes — does this move the needle at scale?
• Cost of care reduction — does this eliminate waste without eliminating value?
• Clinician well-being — does this reduce the burden on the people doing the work?
• Health equity — does this serve everyone, not just the convenient?

This is what we call Outcome Transformation. Not digital transformation — that era is over. The question now is whether your systems produce measurably better outcomes.