In an era where digital transformation is reshaping industries, healthcare faces a pivotal moment to redefine how it engages with patients. In a recent healthsystemCIO webinar, leaders from Providence, Hackensack Meridian Health, and Artera discussed strategies for balancing standardization and innovation, enhancing patient-clinician relationships, and leveraging technology to improve outcomes.
The Balance Between Standardization and Innovation
Sara Vaezy, EVP and Chief Strategy & Digital Officer at Providence, emphasized that the tension between standardization and innovation is often a false dichotomy. “What health systems must do,” she explained, “is bring our clinicians closer to the patients and remove inefficiencies in between.” She highlighted that while certain systems benefit from standardization, differentiation is critical in areas where patient experience matters most. For Providence, digital transformation efforts focus on creating unique, patient-centered digital experiences that stand out in a competitive market.
Pamela Landis, SVP of Digital Engagement at Hackensack Meridian Health, echoed this sentiment. “We don’t compete by looking like everyone else,” she said. “We differentiate by making it easier to access and manage care.” Landis underlined the importance of using technology to strengthen the intimate relationship between patients and their physicians, ensuring every innovation supports both parties seamlessly.
Reimagining Patient Engagement
For health systems to remain competitive, they must prioritize ease of access and personalization. Landis provided a compelling example of leveraging targeted outreach. “When patients receive a message directly from their doctor, they’re far more likely to act,” she noted. Hackensack Meridian Health’s efforts to personalize communication have significantly improved outcomes such as annual wellness visits and cancer screenings, she said.
Guillaume de Zwirek, CEO of Artera, identified speed and quality as the two most critical pillars in healthcare. “Patients aren’t choosing sites of care based on cost,” he stated. “It’s about how quickly they can access services and the quality of those services.” He stressed that effective communication acts as the glue binding the patient journey, from scheduling to post-visit follow-ups.
The Role of Technology in Differentiation
As health systems face economic pressures, many are tempted to consolidate technology stacks. However, this approach can limit the ability to innovate. Vaezy warned, “When systems consolidate their tech stacks too heavily, they risk offering mediocre services that fail to meet patient needs. This isn’t about saving costs—it’s about creating a better top-line impact by enhancing the patient experience.”
Landis emphasized the importance of centralizing scheduling to streamline operations. Hackensack Meridian Health recently restructured its scheduling processes for an orthopedic practice, increasing utilization by 50%. “Patients aren’t going to click to call,” she said. “They need seamless online scheduling integrated with their digital experiences.”
Overcoming Barriers to Innovation
Interoperability remains a challenge. Vaezy and de Zwirek highlighted the need for more open APIs and standards-based solutions. “We’ve made progress, but there’s still a long way to go,” Vaezy said. She called for collective action from health systems to demand greater interoperability from vendors.
De Zwirek supported this with a call for industry-wide pledges to provide free and open APIs. “If best-of-breed solutions could work together seamlessly, the entire ecosystem would benefit,” he said. He also noted that direct database integrations could help circumvent current interoperability challenges.
Making the Case for Investment
Both Vaezy and Landis underscored the importance of presenting a strong business case for innovative solutions and digital transformation. “We show the incremental conversion gains and revenue impact of reducing friction in patient interactions,” Vaezy explained. She pointed to Providence’s ability to attribute over $1 billion in annual revenue to targeted marketing efforts enabled by digital tools.
Landis added that storytelling remains a powerful tool. “We share patient success stories alongside data to connect emotionally with decision-makers. A CFO might understand ROI, but a story about a life saved resonates on a deeper level.”
Actionable Takeaways
- Prioritize Differentiation: Identify areas where unique digital experiences can set your health system apart in a competitive market.
- Streamline Access: Invest in tools like one-click scheduling to reduce patient drop-off rates and improve conversion.
- Leverage Personalization: Use targeted, physician-led communication to close care gaps and build trust.
- Advocate for Interoperability: Push for open APIs and standards that enable seamless integration of best-of-breed solutions.
- Build a Comprehensive Business Case: Combine hard ROI metrics with compelling patient stories to gain executive buy-in.
- Partner with Vendors Strategically: Seek partners willing to co-develop solutions and share risks to achieve long-term goals.
As Landis summarized, “You cannot cut your way to financial stability. The path forward lies in growth through differentiation and putting the patient first.”
Watch the full webinar here
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