The Innovation Accelerator Podcast Team Innovaccer

 
Continuing our Reinventing the CMO podcast series, we bring to you the latest edition featuring Don Stanziano, SVP, chief marketing and communications officer, and digital engagement leader at Geisinger. He is responsible for marketing, communications, digital engagement vision, and strategy.
He is a transformative industry leader who has built strong teams that have had a positive impact on healthcare and marketing. He is a firm believer in putting the customer first in marketing and authenticity in communications striving to innovate while getting the basics right by delivering the right message to the right customer at the right time.
On today’s edition the moderator is Gary Druckenmiller Jr., general manager, experience, at Innovaccer. Don shares insight on his journey exploring healthcare and marketing and reimagining marketing initiatives at Geisinger. He discusses the ever-evolving role of a CMO through financial management, growth marketing, health equity, value-based care, and data management. Some of the topics Don and Gary drill into include:
The classic marketing CRM is moving more towards enterprise experience. What is the evolution and difference between the two?
The critical nature of data management to ensure top-line experiences. What does this look like in the next five years as health system departments begin to consolidate and work more closely together?
The CMO role is evolving. What are some suggestions on how a CMO can work better across business lines with peers like the CSO, CDO, and CIO?
Navigating through the business is like walking on a tightrope—a constant balancing act. What strategies should be considered to strike the right balance between marketing initiatives and aligning business objectives for customer growth and EBITA?
The ripple effect of acquisitions: How does this affect the CMO and impact marketing or digital strategies? Are there effective ways to navigate and capitalize on these transitions?


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Today we're continuing our series on “Reinventing the Chief Marketing Officer,” with our very special guest, Timothy Brown, chief communications and marketing officer for Stony Brook Medicine in Stony Brook, New York. Stony Brook Medicine consists of four hospitals and an ambulatory network of 216 facilities, including the university's six health science colleges and programs in the New York region. 
Timothy directs the marketing and communication programs that create a fusion of brand, image, clinical, and research accomplishments. He oversees media relations programs and internal communications for over 14,000 employees.
On today’s show, Timothy shares his ideas for advancing healthcare marketing through content, convenience, community outreach, and more. He discusses how healthcare marketing can evolve by using data to shape consumer journeys, how to keep pace with changing consumer expectations, competing with well-heeled competitors, and other lessons learned from his leadership roles at major academic medical centers. 
Moderating today's show is Gary Druckenmiller Jr., general manager of CRM at Innovaccer. Some of the specific topics Gary and Timothy drill into are:
How the healthcare CMO’s role has changed since the pandemic—and why it keeps evolving Developing a unified health system brand and why that matters How to use data and precision targeting to boost marketing ROI Methods Stony Brook is using or considering for driving consumer growth Improving patient experience through digital tools and convenience The consumer appeal and organizational challenges of “open physician scheduling” Managing patient journeys across the care continuum Engaging patient populations by aligning messaging to diverse communities and demographics Examples of impactful community outreach The most important marketing initiative Stony Brook is working on right now A secret to marketing success: Partnering across the organization for insights and shared goals How healthcare CRM will progress in the next 5 years: What’s new, what’s needed, what’s next The one thing about healthcare that Timothy would change Show Resources
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What does it look like when value-based care theories, policies, practices, and innovative technologies are put into practice? What happens when we move beyond talking the talk to walking the walk of population health management at scale?
To explore those questions and more, we invited Dr. Drew Albano, the Chief Medical Officer for Population Health Management at Prisma Health, to join our panel. Prisma Health is a clinically integrated network with over 5,000 providers focused on improving health outcomes, access, and health equity across South Carolina. Prisma Health works with health insurers, partners, and vendors to align stakeholders’ efforts to deliver value-based care to nearly 1.5 million patients across 21 counties, covering nearly 50% of the state.
Joining Dr. Albano are regular podcast panelists Ann Greiner, president and CEO of the Primary Care Collaborative, a not-for-profit organization working to advance an effective and efficient health system built on a strong foundation of primary care; Forbes columnist Seth Joseph, managing director at Summit Health Advisors, a leading healthcare consultancy working primarily with digital health startups and investors; and your host, Innovaccer’s Sean Hogan.
Dr. Albano is a vocal advocate and hands-on leader in population health management, influencing and accelerating the future of healthcare not just in South Carolina but as a national voice. He’s bullish on how innovative healthcare technology and collaboration together can play a pivotal and positive role to help healthcare professionals  improve patient outcomes; enhance engagement; and efficiently address issues such as health equity, workforce burnout, labor shortages, and more.
In a wide ranging discussion, the panel explores a variety of salient topics, including but not limited to:
Inside the Prisma model: How they’re creating a better state of health in South Carolina Contrasting the governance of a clinically integrated network (CIN) vs. an ACO Unique healthcare challenges in serving rural vs. urban populations Unexpected challenges and opportunities on the road to value—and the crucial role of primary care in enabling that shift How patient-centered pop health models drive better outcomes The primary care access problem Redesigning primary care and the medical home model to drive VBC that better meets patients' needs How to tailor individual patient care while driving systemic improvements Challenges recruiting and retaining primary care doctors, and ways to solve them Why tech innovations must enhance the human connection The many faces, uses, opportunities, and potentially broad impact of applying AI in healthcare What primary care leadership can do to drive health system change Direct-to-consumer startups and retailers entering healthcare: how to navigate innovation, convenience, care fragmentation, and new competitive models Is preventative and primary care a right or a privilege? Recommendations for national policies that align incentives towards population health management Show Resources
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Primary care is meant to be the foundation of our healthcare system, yet it receives only 4-6% of total US healthcare spending. That under-investment is one reason—if not “the” reason—why the US spends more on healthcare but has the worst outcomes among high-income countries, according to a Commonwealth Fund report.
Our current fee-for-service system incentivizes volume over value. Despite industry rhetoric about the importance of primary care, it remains poorly resourced and ill-equipped to deliver the comprehensive, continuous care patients need. Meanwhile, clinicians’ frustration with low payment, administrivia, and fragmented technology saps the joy of delivering care from their lives, fueling record-setting levels of burnout and a worsening shortage of primary care physicians.
On today’s show, the IA panel explores how we can, and why we must, focus on and transform primary care through innovations in payment models; innovations in healthcare IT; and innovations in the marketplace by primary care startups (those funded by private investors, private equity, venture capitalists) and established corporations, such as retailers, pharmacy chains, insurers, and healthcare leaders.
Joining Innovaccer’s Sean Hogan on the panel is Ann Greiner, the president and CEO of the Primary Care Collaborative, a not-for-profit association working to advance an effective and efficient health system built on a strong foundation of primary care and the patient-centered medical home.
Also taking a seat on the panel is Forbes columnist Seth Joseph, the managing director at Summit Health Advisors, an advisory and consultancy focused exclusively in healthcare, and primarily working with digital health startups and investors.
Here’s what the panel debated:
The underappreciated role of primary care in the US healthcare system Top challenges facing primary care, including lack of investment and resources, clinician burnout, and payment and reimbursement issues Differences between a primary care-centered model and our current healthcare system—and why they matter How a strong primary care system produces better prevention, care coordination, and lower costs Why there’s underinvestment in primary care
Innovative payment reforms that can better support primary care Why a hybrid approach to payment and care delivery can deliver better,  equitable patient care Use, under-use, and misuse of technology and information systems in healthcare, and their ripple effects How achieving IT systemness makes such a shift possible and improve health equity and accessibility Measures to improve health equity and equal access to quality care Fragmentation in the healthcare system, why and how to end it Emergence of new primary care models and the companies investing in them Network effects’ impact on care coordination enabled by technology Designing provider- and patient-centric technology solutions Ways to scale promising innovations in primary care Techniques to improve care team satisfaction to cool burnout Untapped opportunities for pharmacists to partner with primary care The investor perspective on healthcare innovation Show Resources
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It’s no secret that the transition from fee-for-service to value-based care is accelerating in healthcare. While primary care has led the way so far, new models—and new investors—are emerging to position speciality care providers as the leaders of this transformation.
On this episode of the Innovation Accelerator podcast, host Steve Ambrose discusses the opportunities and challenges of VBC for specialty providers with Dr. Sanjay Seth, VP of customer success and value engineering at Innovaccer. Dr. Seth is an expert in value-based care and population health, having spearheaded ACO management and enablement in physician- and hospital-led ACOs for nearly a decade.
Steve and Dr. Seth investigate why specialists have been slower to adopt value-based models, including issues around financial incentives; design flaws in programs; challenges with data interoperability, transparency, and analytics; difficulties measuring performance, and more.
Despite these obstacles, Dr. Seth is bullish on specialty care to the extent that he sees specialists—such as cardiologists and nephrologists—as leading the next wave of VBC adoption and innovation going forward. He believes specialists are at an inflection point in the move to value, with the convergence of data-driven technologies and evolving payment models creating opportunities for better care and business growth.
Market trends support his view. Specialty practice transactions reached $22 billion in 2022, with venture capital and private equity firms accounting for 70%, according to the American Journal of Managed Care. And specialists are accelerating adoption of value-based care models as part of increasingly effective and scalable value-based care platforms, according to McKinsey.
Tune in now for a deep dive with Steve and Dr. Seth into:
Why specialists haven’t been involved in value-based care models from day one What value-based care programs look like today for specialists, and how they differ from primary care models What value-based care models are emerging for specialists
Why providers now want to move lucrative specialty services into value-based models: opportunities and incentives Which specialties are best positioned to be early adopters of value-based care, and why What specialists say have been their top challenges in a transition to value The crucial role patients play in accelerating VBC for specialty care Closing care coordination and data sharing gaps with payers How to manage the financial risks of value-based care Innovation and emerging technologies, such AI, to enable value-based care success How to capture, measure, and report value through outcomes and patient experience Key metrics and data points different specialties should monitor and us Show Resources
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In healthcare, the acronym “CMO” most often refers to a Chief Medical Officer, and rightly so. But another variety of CMO, the Chief Marketing Officer, is found in just about every industry––including healthcare. And today, the role of the healthcare CMO is evolving quickly. 
In post-pandemic America, marketing and branding have taken on new meaning as hospitals, health systems, MCOs, ACOs, and insurers all seek to engage the consumer. For provider organizations, it’s not simply a matter of maintaining reputation and driving traffic through the door. Value-based care and the increasing focus on population health are influencing the messages that marketers must deliver.
When most folks think about marketing, advertising and public relations are typically the disciplines that first come to mind. While these remain core elements of any marketing program, they are just a few of the tools in the modern healthcare CMO’s arsenal, which is increasingly omni-channel, data-driven, and needs to be hyper-personalized.
Today's episode focuses on the reinvention of the healthcare chief marketing officer. Host Gary Druckenmiller, Jr., Innovaccer’s general manager of CRM, speaks with special guest Dorie Klissas, chief marketing and communications officer at Hackensack Meridian Health.
An Emmy Award-winning producer for Today on NBC and former Chief Medical Producer for the CBS Evening News, Dorie oversees all marketing, communications, media relations, crisis management, brand, creative, digital, social media, and video and podcast production for the 17-hospital system spanning New Jersey’s Bergen and Ocean Counties.
Together, Gary and Dorie delve into the dynamic and changing role of the healthcare CMO. Here’s what they discussed: 
Chief Marketing Officer or Chief Strategic Storyteller? Conveying the brand voice with omnichannel marketing Data and analytics now have a seat at the table with creative Hyper-localization of messages down to the Zip-Code level The new realities of consumer engagement in healthcare Mapping the evolving patient journey The inherent complexity of health systems’ brand messaging Elevating the consumer growth story in the marketing mix Engaging patients with exceptional content Using data to identify care gaps and opportunities to connect Validating campaign effectiveness and ROI Expanding the patient funnel to provide concierge healthcare A shift in focus in the wake of the pandemic How health system CMOs can keep brand ID on point in a rapidly-evolving market Juggling multiple stories via multiple channels for multiple audiences Marketing’s role in addressing health equity and social determinants The best use of PR Population health, VBC, and instilling patient loyalty Show Resources
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