Bringing Digital Transformation to a Highly Regulated Industry with Alexandra Morehouse, Chief Digital and Marketing Officer at Banner Health
This episode features an interview with Alexandra Morehouse. Alex is Chief Digital Officer and Chief Marketing Officer at Banner Health, a health system with hospitals and facilities in six states. In this episode, Alex talks about addressing data deprecation in the cookie-less future, integrating disparate systems after an acquisition, and the “Know Me” principle.
Quotes
*”Marketing used to be seen as the people who issued the invitation to the party. And now it's come to mean you better have the chips and dip and the drinks ready. Because if you stimulate all this demand, people either show up online, in a call center, or in your retail location. If you don't have this integrated experience, then your brand looks disorganized and of lower value.”
*”Healthcare in particular is under tremendous financial pressure. So digital transformation is simply taking transactions that used to be done with expensive people and moving them to technological self-service. And when you get that self-service in place, the customers are way happier.”
*”Baseline is, know who I am. So if I go into Urgent Care over the weekend because I sprained my ankle, and then they tell me, ‘Hey, you need to go and follow up with your primary care next week,’ when I show up next week, they better know that I was in Urgent Care over the weekend. And I think that's probably more important. That's what builds trust. And it's that continuity that says, all right, no matter where I show up inside your system, you know it's Alex and you're not going to treat me like a stranger. And because the whole industry has grown through acquisition, that is the challenge on the CX side.”
Time Stamps
*[0:13] The Case of Bringing Digital Transformation to a Highly Regulated Industry
*[0:39] Introducing Alexandra Morehouse, Chief Digital Officer and Chief Marketing Officer at Banner Health
*[9:29] Evidence #1: New tech systems from acquisitions don't mesh
*[19:05] Evidence #2: Not prepared for data deprecation in the cookie less future
*[26:04] Evidence #3: Unclear how much information to collect from clients
*[30:36] Evidence #4: Call center is slammed
*[37:51] Debrief
*[38:54] HGS Pub
Bio
Alexandra Morehouse is an experienced board member who brings digital transformation experience and strategic focus to her board assignments. She's worked with companies through M&A, turnarounds and growth efforts.
Alexandra additionally has deep leadership expertise focused on Diversity and Inclusion. She's managed global teams of over 2,000 FTE and P&L’s up to $10B. She has led decentralized global teams at organizations including American Express, Charles Schwab, AAA, Kaiser Permanente and, currently, Banner Health.
Her board committee assignments include compensation, governance and audit. Her background in DEI has been instrumental in pursuing ESG work on her boards.
Thank you to our friends
This podcast is brought to you by HGS. A global leader in optimizing the customer experience lifecycle, digital transformation, and business process management, HGS is helping its clients become more competitive every day. Learn more at hgs.cx.
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