As the onward march of technology continues to reshape the patient journey, the marketing departments and IT departments of healthcare organizations increasingly find themselves working toward the same goals: patient acquisition, engagement, and retention.
The trouble is, marketing and IT don’t speak the same language. To marketing, for example, a “landing page” means opportunities. To IT, it means dependencies — integration, security, privacy, sustainability, etc. For IT, MyChart is an application, but to marketing, MyChart is the beating heart of the patient’s relationship with your organization.
Without clear communication between the two departments, there’s a lot of stepping on each other’s toes. IT builds patient experiences that marketing can’t just put a fresh coat of UX copy over; marketing enacts campaigns that IT ends up without the resources to support, etc.
So, who “owns” the digital experience? Is it the marketing team, or the IT team? One? The other? Both?
From the perspective of the patient, it doesn’t matter. The patient doesn’t know or care who owns what — they just see a single monolithic organization. Neither marketing nor IT can fully take ownership of the consumer experience. What you need is a partnership between the two.
In “Connecting Healthcare Marketers and IT: How to speak fluently to reach operational goals,” Cardamom Solution Manager Ken Chang and Memorial Healthcare System Senior Director of Digital Consumer Experience Rayna Ziadie, use their patient-centered expertise to share how marketing and IT can become true partners in building a great consumer experience.
Ken and Rayna cover:
- How both departments benefit when IT treats marketing like a full partner, not just an internal customer
- How marketing can minimize the risks of successful campaigns springing surprise operational burdens on IT
- The resources the departments can share with each other as partners in building the patient journey
- Where and how you should deploy AI elements to improve the experiences of your patients
- Other tips for providing consumer-grade simplicity and healthcare-grade trust
Watch the webinar replay here:
We hope Ken and Rayna's insights into consumer experience, health IT, and marketing can help you reach your strategic goals and improve care outcomes. If you have any questions about the webinar or would like to learn more about Cardamom, reach out to us:
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