Santagostino and Digital360 Connect: a digital healthcare ecosystem that evolves with people

In a rapidly evolving healthcare market, Santagostino chose to strengthen the relationship with its patients through a data-driven and relational approach.

We supported the company in building a comprehensive MarTech ecosystem, capable of combining technology, content and strategy in an integrated communication model.

In the first years of collaboration, the priority was to give voice and visibility to the brand - to make it emerge on topics that matter to patients, make the website and blog a reliable reference point and transform interest into concrete actions. Content optimization and advertising campaigns thus created the first foundations: a recognizable presence and qualified lead demand to begin capitalizing on. Then, in light of a new corporate structure, the objectives evolved: less focus on brand awareness alone, more attention to the quality of experience and the value created over time. We guided this transition by designing an integrated MarTech architecture, with HubSpot connected to the proprietary management system: a single profile for those who book online and offline, visit history always available, the ability to orchestrate relevant communications along the patient journey. Today the active strategic axis is Marketing Automation integrated with CRM, with a clear focus: retention, NPS and proactive reputation management. At the end of the visit, surveys and follow-up actions are activated, data feeds continuous improvement cycles and the contribution to the business is measured transparently. It's the same trajectory as the partnership: Digital360 Connect has evolved with - and for - Santagostino, to offer a people-centered experience.

The collaboration with Santagostino has developed across three perfectly integrated strategic pillars.

SEO & AiReS Process
Using our proprietary AiReS method, we mapped search intentions and real questions, building a clear, authoritative and accessible content architecture. On-page optimizations and editorial guidelines have made the website and blog a reliable reference point on key health topics, consistent with Santagostino's values of transparency and trust. This foundation created the basis for growing the relationship with the end patient: information that guides decisions, content that builds credibility, and a digital experience that converts searches for healthcare services into bookings.

Digital Advertising
We orchestrated multi-channel campaigns across Google, Meta and Display Network to expand reach and increase lead quality, generating measurable bookings and interactions throughout the patient journey. The advertising activity served as the bridge between demand and service delivery, perfectly integrated with the editorial strategy, nurturing logic and customer base growth objectives.

Marketing Automation & CRM Integration
Today the project focuses on Marketing Automation integrated with CRM. Digital360 Connect designed, implemented and continues to leverage and evolve on an ecosystem based on HubSpot and integrated with Santagostino's proprietary management system. A single CRM consolidates data from both online and offline bookings: visit history is always available and each patient is recognized throughout their entire journey, from booking to arriving at the facility, from booking to arriving at the facility

This unified vision enables contextual communications: clear and timely pre-visit information, targeted reminders to reduce no-shows, post-visit follow-ups that open dialogue and support subsequent care steps. At the end of the experience, NPS surveys are automatically sent, feedback feeds dedicated dashboards and triggers improvement actions on touchpoints, while review management reinforces a reputation consistent with what people actually experience.

Retention thus becomes an easy daily practice: recall for check-ups and prevention, reactivation of dormant users, relevant suggestions based on history and stated interests – all in full GDPR compliance. Measurement is an integral part of the system: workflows are designed to generate tangible business impact, with clear objectives, attribution of additional visits and regular alignment moments that drive continuous improvement.

It's a living model that evolves with and for the client: from the acquisition push of the early days, to the relationship care that today makes the difference in the market.

The collaboration between Santagostino and Digital360 has marked a turning point in how the company communicates and manages patient relationships. In recent years, the project has delivered concrete and measurable results:

• +963% increase in organic traffic
• Over 1 million contacts managed through automated and profiled workflows
• Increased patient loyalty and higher average patient value through targeted nurturing strategies
• Enhanced brand reputation and SEO positioning on Italy's leading health-related topics

Today, Santagostino is recognized as a benchmark for digital innovation in the healthcare sector: a model that combines technology, data and human care to deliver a people-centered experience.