Reducing Friction for Consumers Creates Value for Baystate Health and Banner Health

// By Jared Johnson //

Hospitals and health systems won’t be prepared to meet the changing needs of consumers without a shift in their digital focus, according to the two featured panelists at eHealthcare Strategy & Trends’ recent webinar. Jill McCormick, director of design and innovation at Baystate Health, and Chris Pace, chief digital marketing officer at Banner Health, presented on the topic of creating connected experiences.

2020 marked the end of a decade-long period in which MarTech teams focused their time on learning the rules of engagement for channels such as social media, mobile apps, and responsive websites. But a single platform or tool doesn’t meet complex consumer needs.

To meet consumers where they are, our digital focus in 2021 needs to be on creating quality digital experiences. This means thinking with more empathy and connecting platforms and data points. Doing so will give organizations competitive advantage in the post-pandemic world.

In their presentation, McCormick and Pace focused on the urgency to design digital experiences that are easy and connected because consumers have little tolerance for experiences that are less than desirable.

The speakers highlighted five key points about creating connected consumer experiences:

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