The Journey Toward Digital Transformation HIMSS May 4, 2017 - PowerPoint PPT Presentation

The Journey Toward Digital Transformation HIMSS May 4, 2017 Presenter: Michael E. Ruiz Vice President and Chief Digital Officer MedStar Health

The world has changed and expectations are higher than ever ... Past PRODUCTS MASS MARKETING Selling a product or Presenting the same message service to a passive to everyone audience CUSTOMIZATION Tailoring a message to a stated preference based on user input EXPERIENCES PERSONALIZATION Providing engaging interactions and Specifying a message to an emotional connections individual based on defined or inferred preferences using predictive data analytics Present 2

In this new world, digital emerges as a consumer-focused business strategy Digital is a technology-enabled business strategy that is user-focused and driven by analytics. Business User Technology Analytics Strategy Experience Enablers 3

Digital is a composed of 5 key multi- disciplinary functions Digital is the convergence of technology to a point that we no longer view technology as a tool, but as an extension of who we are. SOCIAL MOBILE/WEB Connected Convenient USER EXPERIENCE Fundamentally better CLOUD ANALYTICS Continuous Contextual 4

By definition, the role of the chief digital officer is multi-faceted Image Source: Deloitte 5

Three Types of Chief Digital Officers Technology-focused Marketing-focused Transformational 6

A Case Study in Digital Transformation MedStar’s Digital Transformation 7

A Collaborative Approach “Think Big, Start Small, Fail Fast, Scale Rapidly ” Chief Chief Chief Innovation Digital Information Officer Officer Officer 8

Digital Transformation at MedStar Interactive Digital Marketing Engagement Access Analytics 9

Interactive Marketing at MedStar 10

Functions of Interactive Marketing Leveraging processes for seamless execution of integrated marketing plans through: SEO SEM Social Media Strategies, techniques Strategies, An advertisement that is and tactics used to techniques and displayed alongside increase the quantity tactics used to drive specific search engine and quality of web patient acquisition results that correlate traffic through organic through social with the keyword in the search results. advertising, organic ad. The advertiser does posts and social not pay unless amplification. someone clicks on the ad. 11

Engaging Patients Through Blogs 12

Leveraging Social Media for Paid and Organic Traffic 13

Access at MedStar 14

Reducing “No Show” Rate Through Uber 15

Enabling Direct Booking 16

Leveraging Technology for Virtual Visits 17

Digital Engagement at MedStar 18

Modernizing Web Properties 2013 2015 19

Patient and Physician Relationship Management Marketing Automation Patient Engagement Physician Engagement Patient Access 360 view of Reputation Management Patient, Provider, Donor Donor Management Retention & Loyalty 20

Analytics at MedStar 21

Leveraging a ‘ One Stop Shop ’ for Integrated Marketing Campaigns 22

Things to Think About 23

Consumers Service Expectations Customers Examples: Consumers Consumers - Price transparency to make cost effective decisions Customers Customers - Receiving accessible and easy Patient Engagement to use service Patients Patients - Best quality of care Members Members - Access to information to manage health and wellness 24

Technology Trends Transforming Lives Virtual Reality Chatbots 3D Printing Augmented Reality Autonomous Vehicles Artificial Intelligence 25

Questions 26