// By Jane Weber Brubaker //
There is no shortage of digital innovation in any field these days, but in healthcare, there has been an explosion of interest in developing digital solutions for the industry’s most pressing problems. The challenge has been that the culture of innovation and entrepreneurship is often at odds with complex, risk-averse, highly regulated healthcare organizations.
Amazon is often held up as the gold standard by digital marketers in health systems when it comes to consumer-friendly digital tools and services. The question they ask is: Why can’t we be like that? Two years ago, Rod Hochman, CEO of Providence St. Joseph Health (PSJH), may have had that question in mind when he had a conversation with former Amazon executive Aaron Martin.
Today, Martin is Executive Vice President and Chief Digital Officer at PSJH, the newly formed parent organization of Providence Health & Services and St. Joseph Health.
Rather than looking over the shoulder of other industries like retail that are much farther along than healthcare when it comes to digital expertise, Providence St. Joseph Health chose to accelerate innovation by bringing in leaders—entrepreneurs-in-residence—from the most successful companies to show them the way. Here, we get a glimpse into the mindset of top consumer marketers from outside of healthcare, and how they combine their know-how with PSJH’s clinical expertise to create new products for the market.
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