HCA’s Kelly Nye Is on the Vanguard of Digital Transformation in Healthcare

by | Jan 19, 2021 | Digital Strategy | 0 comments

In this conversation for our Healthcare Insight for Marketers podcast, HCA Vice President of Digital Strategy and Development Kelly Nye offers an insider’s view on digital transformation in healthcare.

HCA Vice President of Digital Strategy and Development Kelly NyeIn her role at HCA, Kel­ly Nye works with mar­ket­ing, IT and oth­er dis­ci­plines to “inter­weave dig­i­tal into every­thing we’re doing and think­ing about” across the system’s 180+ hos­pi­tals and 2,000+ sites of care.

Even in a typ­i­cal year, man­ag­ing dig­i­tal strat­e­gy for the largest U.S. health sys­tem isn’t a walk in the park. In 2020, Kel­ly Nye’s job got a lot more interesting.

In this con­ver­sa­tion for our health­care mar­ket­ing pod­cast, she offers an insider’s view of dig­i­tal trans­for­ma­tion in healthcare—including the system’s tech­no­log­i­cal accel­er­a­tion in 2020, her vision for the evo­lu­tion of CRM and oth­er insights.

What’s been fas­ci­nat­ing about 2020 is the accel­er­a­tion of dig­i­tal adop­tion. One of the most excit­ing things that I’ve wit­nessed is how quick­ly we’ve stood things up. We did not have vir­tu­al care in all of our prac­tices or with­in our urgent care cen­ters, and now we have vir­tu­al access points across 6,000 care set­tings. We also set up chat­bot func­tion­al­i­ty on our web­sites to let peo­ple get quick answers about COVID and oth­er health­care con­cerns so we’re max­i­miz­ing our time spent on the phone while build­ing con­fi­dence and com­fort in get­ting them the right lev­el of infor­ma­tion ver­sus using Dr. Google.

It’s been fun to see our shift in the mar­ket­ing space. We’ve had to get real­ly cre­ative this year when we had bud­get cuts includ­ing a lot of our paid media. See­ing how cre­ative our teams got in social media has been real­ly fun, using our chan­nels of email and web to engage our audi­ences and help them build con­fi­dence in the health­care sys­tem and get the infor­ma­tion they need quickly.

We set up a chat­bot after the CDC put up a bot around COVID [symptoms/risk], and we felt we were doing a dis­ser­vice to our patients by not offer­ing a lev­el of com­fort and infor­ma­tion there as well. We also were find­ing our oper­a­tions were get­ting slammed by phone calls. We had this two-fold chal­lenge and we want­ed to ease the bur­den on our con­tact cen­ters so we cre­at­ed a sim­ple, branch-log­ic triage bot fol­low­ing CDC guide­lines to help nav­i­gate patients through their lev­el of risk and guide them to the next, most log­i­cal place.

Our com­mu­ni­ca­tion and the amount of inter­ac­tion I’ve had with cer­tain team mem­bers has grown [dur­ing COVID]. Rela­tion­ships have actu­al­ly been built through this, which has been unex­pect­ed. I’ve enjoyed using tech­nol­o­gy to our advan­tage and love that peo­ple have tak­en down the bar­ri­ers a lit­tle bit and are will­ing to get on Zoom—even if they have a ball­cap on. We’ve had an oppor­tu­ni­ty to lit­er­al­ly see into people’s homes and into their lives in a way that we don’t nec­es­sar­i­ly get in the office. While I miss going into the office and sit­ting across from my col­leagues, this has been an inter­est­ing time for us to test out tech­nol­o­gy and feel real­ly com­fort­able with it. We’re all anx­ious to get back to a lev­el of nor­mal­cy but hope­ful­ly, we’ll car­ry for­ward some of this engage­ment through tech­nol­o­gy even after we’re back in the office every day.

We got real­ly focused [when the pan­dem­ic start­ed]. That was the biggest change for us as an orga­ni­za­tion. Instead of say­ing we’re going to work on 50 projects, we said these are the three we need to focus on, we need every­body on them, and we’re going to get them done in a week. That was a mas­sive shift for us. We sim­ply said “What’s most mean­ing­ful to our patients and our busi­ness?” and it was all-hands-on-deck. With­out that focus, we wouldn’t have got­ten these major ini­tia­tives out the way we did. If we main­tain this lev­el of focus and con­tin­ue to pres­sure test that we are in fact doing the right things, we will accel­er­ate our own dig­i­tal trans­for­ma­tion light years ahead of where we would have been.

I was in sales for 10 years and I still have to use my sales tac­tics every day. [When launch­ing new ini­tia­tives], it’s going out there and essen­tial­ly pitch­ing some­thing that cor­po­rate is going to do and explain­ing why it mat­ters to the local mar­ket. Why should you care about this? Why should you dis­trib­ute this through­out your orga­ni­za­tion? We spend a lot of time social­iz­ing that and craft­ing that sto­ry to be mean­ing­ful for them.

I would love to see CRM evolve to be more cen­tered around messaging—right mes­sage, right per­son, right time—across a lot more envi­ron­ments. This means not just tar­get mar­ket­ing but how are we send­ing push noti­fi­ca­tions through our app in a more per­son­al­ized and time­ly man­ner, how are we lever­ag­ing emails and text bet­ter. When is the right time to place a phone call? This means get­ting more pin­point­ed and nuanced with our CRM capa­bil­i­ties and frankly broad­en­ing the scope and the def­i­n­i­tion behind it. We tend to get a lit­tle too nar­row with our def­i­n­i­tion [of CRM], which means we end up focus­ing just on our con­tact cen­ters or tar­get­ed mar­ket­ing ver­sus think­ing about it at the 30,000-foot lev­el, which is where I believe the oppor­tu­ni­ty real­ly exists.

Listen to the full interview with Kelly Nye on digital transformation in healthcare:

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