The Journey Toward DigitalTransformationHIMSS

May 4, 2017

Presenter: Michael E. RuizVice President and Chief Digital OfficerMedStar Health

The world has changed and expectations arehigher than ever ...

PRODUCTSSelling a product orservice to a passive

audience

EXPERIENCESProviding engaging

interactions andemotional connections

MASS MARKETINGPresenting the same messageto everyone

CUSTOMIZATIONTailoring a message to a statedpreference based on user input

PERSONALIZATIONSpecifying a message to anindividual based on defined orinferred preferences usingpredictive data analytics

Past

Present 2

In this new world, digital emerges as aconsumer-focused business strategy

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BusinessStrategy

UserExperience

TechnologyEnablers

Analytics

Digital is a technology-enabled business strategy that is user-focused anddriven by analytics.

Digital is a composed of 5 key multi-disciplinary functions

MOBILE/WEBConvenient

CLOUDContinuous

SOCIALConnected

ANALYTICSContextual

USER EXPERIENCEFundamentally better

Digital is the convergence of technology to a point that we no longer viewtechnology as a tool, but as an extension of who we are.

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By definition, the role of the chief digital officeris multi-faceted

Image Source: Deloitte

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Three Types of Chief Digital Officers

Technology-focused Marketing-focused Transformational

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MedStar’s Digital TransformationA Case Study in Digital Transformation

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A Collaborative Approach

“Think Big, Start Small, Fail Fast, Scale Rapidly”

ChiefInformation

Officer

ChiefInnovation

Officer

ChiefDigitalOfficer

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Digital Transformation at MedStar

DigitalEngagement

Access

InteractiveMarketing

Analytics

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Interactive Marketing at MedStar

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Functions of Interactive Marketing

SEO SEM Social Media

Strategies, techniquesand tactics used to

increase the quantityand quality of web

traffic through organicsearch results.

An advertisement that isdisplayed alongside

specific search engineresults that correlate

with the keyword in thead. The advertiser does

not pay unlesssomeone clicks on the

ad.

Strategies,techniques and

tactics used to drivepatient acquisition

through socialadvertising, organic

posts and socialamplification.

Leveraging processes for seamless execution of integrated marketingplans through:

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Engaging Patients Through Blogs

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Leveraging Social Media for Paid and OrganicTraffic

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Access at MedStar

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Reducing “No Show” Rate Through Uber

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Enabling Direct Booking

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Leveraging Technology for Virtual Visits

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Digital Engagement at MedStar

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Modernizing Web Properties

2013 2015

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360 view ofPatient, Provider, Donor

Patient and Physician RelationshipManagement

Physician Engagement

Marketing Automation

Donor Management

Reputation Management

Patient Access

Patient Engagement

Retention & Loyalty

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Analytics at MedStar

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Leveraging a ‘One Stop Shop’ for IntegratedMarketing Campaigns

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Things to Think About

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Service Expectations

Patient Engagement

Consumers

Customers

Members

Patients

Customers

Consumers- Price transparency to makecost effective decisions

Customers- Receiving accessible and easyto use service

Patients- Best quality of care

Members- Access to information tomanage health and wellness

Examples:

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Consumers

Technology Trends Transforming Lives

Autonomous Vehicles

Chatbots

3D Printing

Artificial Intelligence

Virtual Reality

Augmented Reality

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Questions

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