The challenge
Idaho College of Osteopathic Medicine (ICOM) is Idaho's first and only osteopathic medical school, training compassionate physicians to serve rural and underserved communities across the state and beyond. As application volumes and institutional complexity grew, ICOM's admissions and student operations needed a foundation that could scale with them.
The existing systems couldn't keep pace. Recruitment and admissions workflows ran on disconnected platforms, creating siloed visibility that slowed decisions and complicated collaboration between teams. Without automation or centralized data, admissions staff struggled to deliver ICOM's mission-aligned messaging to applicants at scale.
Applicant data was fragmented across systems, forcing staff into manual reconciliation instead of real-time analysis. That fragmentation blocked workflow automation and made data-driven decisions harder to reach. On top of it all, staff carried a heavy administrative load — maintaining multiple systems and repeating manual tasks left little time for the strategic work that could move ICOM's mission forward.
The TELUS Digital solution
TELUS Digital implemented a unified Salesforce ecosystem to centralize applicant data, automate outreach and streamline admissions workflows from prospect through post-matriculation.
The engagement centered on three core areas. First, TELUS Digital built a 360-degree applicant timeline using Salesforce Education Cloud, creating a single source of truth for applicant histories.
Second, the team implemented Marketing Cloud Account Engagement (MCAE) and Digital Engagement to automate communications that reflected ICOM's focus on rural and underserved communities.
Third, TELUS Digital connected Salesforce to ICOM's Student Success systems and AACOMAS's WebAdMIT platform through MuleSoft integrations, automating workflows that had previously required manual upkeep and surfacing actionable insights through automated notifications.
The results
With a unified Salesforce ecosystem in place, ICOM moved from fragmented, manual operations to a connected, scalable admissions foundation. Staff spend less time on manual data upkeep and more time on the work that supports ICOM's mission, with cross-team visibility into applicant engagement now available in real time. That foundation gives ICOM room to grow enrollment without outgrowing its systems again.
