Client Impact Story

Banner Health Rolls Out the Red Carpet for Its Members

Makes Medicare Enrollment Easier with New Portal


Headquartered in Phoenix, Arizona, Banner Health is one of the largest nonprofit health care systems in the United States. Banner operates 30 hospitals, including three academic medical centers and related health entities across six states. Its wide portfolio of services includes insurance, ambulatory, acute, post-acute, pharmacy, lab, and telehealth.


Banner Health (Banner) manages the health and wellness of over 1 million insured members. As part of a mission to provide holistic, high-quality health care for its patients, Banner has spent the last several years leveraging technology to deliver a highly integrated experience for its users.

In 2017, Banner partnered with Mastek (doing business as MST Solutions), on several industry-leading technology projects which focused on improving its physician hiring process and electronic health record system, along with the development of a PPME (Provider Pre-Employment Made Easier) app.

Recently, a new initiative was launched across the network’s insurance division to transform the user experience of its patients, physicians, members, and administrative staff. The challenge was to make the member’s journey—from initial contact to post-care—as easy and seamless as a retail buying experience. The decision was made to create a self-service enrollment portal for Medicare plans. Having already leveraged Salesforce for prior initiatives, Salesforce Industry Cloud was chosen as the perfect platform on which to build their portal. Mastek, an expert in building agile, intelligent, and high-performing health care systems and a long-time partner, was hired to provide strategic direction, expertise, and implementation.

“There’s a lot of standardization required with Medicare and Medicaid along with government regulations that drive workflows. Salesforce Industry Cloud met our technical needs and allowed us to create a portal to provide a red carpet experience for our users and members.”
Belinda Russell
Senior IT Product Owner

Prioritizing the User Journey

An important part of the member journey is the ability to evaluate data to make informed decisions, such as comparing branded vs. generic drug costs, visibility into insurance premium pricing, and looking up in- or out-of-network providers before choosing a plan and moving into the enrollment phase.

Banner took time to learn best practices across all industries in order to provide the best user experience possible. With the new portal, prospective members no longer have to leave the platform to search for information as everything is centralized. Similar to the retail consumer concept, members can also “purchase” in the channel that they prefer, whether it’s online using Self Enroll , or going through a broker.

On the administration side, the ability to conduct real-time servicing and configure plans is seamless as admins can make adjustments where and when needed. “In the past, our membership was low during lock-in timeframes. After creating the new portal, our membership increased by five times,” said Danielle Perry, Director, Medical Sales Operations. “Our visibility is 100% better than before. We can see immediate results because we have a 360-degree view of the user journey. We are notified of any user roadblocks and can quickly remove obstacles from the process.”

  • Salesforce Industry Cloud w/ Vlocity
  • Integration w/ CRM & third party applications
“Health care impacts all of us, and it’s important with any tool to ask ourselves if we would use it and if we would like it. The next step is knowing what you want to achieve, whether it’s next year or five years from now. Start with something small to show success because success breeds success. Once you make things better and simpler for your members and patients, it gets into the DNA of a company.”
Amit Khanna
Salesforce’s Senior Vice President and General Manager, Health and Life Sciences.

Value Created

  • Increased analytics & journey touchpoint visibility
  • Future-proofed, scalable system
  • Real-time reporting
  • Speed to market
  • Red carpet member experience

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Headquartered in Phoenix, Arizona, Banner Health is one of the largest nonprofit health care systems in the United States. The system owns 30 acute-care hospitals including three academic medical centers and other related health entities. Banner Health operates in six states: Arizona, California, Colorado, Nebraska, Nevada, and Wyoming.