Meet athenahealth
athenahealth is a leading provider of cloud-based solutions that make healthcare more accessible, high-quality, and sustainable for all. Its electronic health record (EHR) and medical billing technology help providers deliver seamless patient experiences while improving operational outcomes.
But behind every product launch, campaign, and partner activation is a high-performing in-house marketing team. Tasked with managing hundreds of concurrent requests, tight deadlines, and strategic priorities, marketing plays a critical role in driving the company’s mission forward.
The challenge
Before monday.com, athenahealth's marketing operations were fragmented and inefficient. Teams were using a legacy tool that functioned more like a finance spreadsheet than a dynamic marketing platform. There was no centralized calendar, limited visibility into campaign progress, and no standardized intake system.
Creative and channel teams were overwhelmed with requests that lacked context. Leadership had no real-time view into priorities or capacity, making resource planning a guessing game. Trust in the process was low, and adoption of existing tools was even lower.
“This was the third tool in six years. Marketers were frustrated and working in silos with no shared system of record. It wasn’t scalable, and it wasn’t working,” says Karin Traina, Director of Process Improvement & Change Management.
The solution
Why monday.com?
Karin and her team ran a formal tool evaluation with representatives across the marketing org. The goal? Find a platform that could be flexible, user-friendly, and scalable.
monday.com stood out for its intuitive design, automation capabilities, and ability to support dynamic workflows without the need for outside consultants. It was powerful enough for the Project Management Office (PMO) and approachable enough for creatives.
The team also looked at several alternative tools including their legacy platform, but none offered the combination of usability, speed to value, and customization that monday.com did. It wasn’t just about features—it was about finding a system that all teams would actually want to use every day. One that was simple, clear, and intuitive.
“Marketers actually wanted to use it. They leaned into learning, that never happened before,” says Cassie Naimie, Change and Project Management Lead.
Campaign management with structure (and sanity)
One of the first and most urgent priorities was building a scalable campaign planning and execution system. The team used monday.com to create a fully connected campaign engine, mapping everything from strategic planning and asset production to stakeholder reviews and go-live checklists.
The system includes a centralized marketing calendar, automated intake workflows, and custom templates based on asset type. Instead of filling out disconnected forms or emailing creative requests, teams now submit fully contextualized briefs that auto-generate project plans.
This shift dramatically improved cross-team alignment. Marketers can plan 90 days in advance. Creatives know exactly what’s needed and when. And leadership can view campaign volume, themes, and resource impact in real time.
Personalizing the experience for every team
No two teams work the same way. That’s why adoption wasn’t just about rollout, it was about customization.
Cassie led a change enablement strategy that included 87 touchpoints in the first month alone. She worked with each team to build personalized views tailored to their workflows—from kanban boards for production teams to custom dashboards for execs. Even legacy-resistant teams, who were skeptical of how a system managing such a high volume of work would make their lives easier, quickly embraced the new system once they saw how it could reflect their day-to-day work in their specific space, while minimizing the overwhelm of seeing everything that is taking place everywhere
By aligning tools with team behaviors, adoption happened naturally. Everyone had a shared system of record—but with flexibility to work their own way.
Scaling beyond marketing
With marketing up and running, other teams took notice. The events team built out a single board to manage all event planning, approvals, and logistics. The PMO began using monday.com to evaluate and prioritize strategic initiatives, complete with project charters and dashboards. Training, IT, and product teams soon followed, building their own workspaces and use cases.
What began as a marketing tool is quickly becoming poised as an enterprise solution. From internal communications to cross-functional resource planning, monday.com is now embedded into daily operations.
The impact
Since implementing monday.com, athenahealth’s marketing organization has seen adoption, efficiency, and visibility rise while friction and redundant tools fade away. More than 1,000 creative requests are now managed in one centralized system, giving teams real-time insight into status, ownership, and workload. Campaign setup time has dropped by over 90%, saving an estimated 661 hours per year, while job setup time has been reduced by 31 minutes per request, an 84% improvement overall. By eliminating legacy software plug-ins, the team has also saved more than $60,000 annually.
Just as importantly, monday.com has driven a cultural shift across the organization. With 100% adoption across campaign workflows, teams are now self-sufficient, building their own boards and workflows to match how they work best. Leadership relies on the platform for visibility and decision-making, and other departments, including IT and the corporate PMO, are expanding their use of monday.com with confidence that it can scale alongside the business and support more strategic planning and reporting over time.
“monday.com gave us more than a platform. It gave us a better way of working, one that’s visible, accountable, and scalable across the entire organization.”
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