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There Is No Aspect of Healthcare That Is Not Being Transformed Digitally, Says AMA Chief Experience Officer

“A lot of times it’s better to think about (digital transformation) in retrospect after you’ve gotten something done, but the digital platform is essential in helping you achieve your business objectives, and that’s really what it boils down to,” says AMA Chief Experience Officer Todd Unger. “Even though my purview here is mostly communicating between us and physicians, ultimately, I’m there to help them in what they care the most about, which is patient care. There is no aspect of healthcare right now that is not being transformed digitally.”

Todd Unger, Chief Experience Officer for the American Medical Association, discusses how digital transformation is ultimately about improving patient care in a video interview (watch below) with industry analyst Michael Krigsman on CXOTALK:

I Don’t Start Anything That I Do With Digital Blinders On

I don’t start anything that I do with digital blinders on. The first thing is to figure out what the job that you’re trying to get done is. Inevitably, of course, these days, if you’re trying to meet people where they are, that does involve digital platforms. We are, in essence, like any other subscription business in that we have something that we’re trying to get people to belong to. If you’re going to communicate with people and build a subscription business, you do need to have that platform in place.

I think, basically, today, most organizations or businesses, they have to act in three ways. They’ve got to have the consumer product focus of a company like Proctor & Gamble. They need to have the publishing experience and content management experience of a New York Times or Washington Post, and they need to have the data and analytics platform and skillset of like an Amazon. That’s a tough organization to build these days. But if you’re going to succeed in creating a member experience and really interacting with people, you’ve got to be able to do all three things.

There Is No Aspect of Healthcare That Is Not Being Transformed Digitally

I think digital transformation is a bizarre and scary term. I don’t walk in the door saying, “We need to have a digital transformation,” because that is really kind of meaningless to people. A lot of times I would say it’s better to think about that in retrospect after you’ve gotten something done, but the digital platform is essential in helping you achieve your business objectives, and that’s really what it boils down to. 

Even though my purview here is mostly communicating between us and physicians, ultimately, I’m there to help them in what they care the most about, which is patient care. There is no aspect of healthcare right now that is not being transformed digitally. One of the most exciting places, and I think it probably has more relevance on the long-term care side, is remote patient monitoring. You look around at most systems and they’re equipping themselves to have people not come to the hospital, not come into the office, but to provide people with the technology to be able to do what they need to do from home and to be able to communicate with them from a remote place and have their progress monitored.

Driving The Future of Medicine

I’d say the final way that we (are an ally in patient care) is through something I don’t think a lot of people know about, which is driving the future of medicine. We are facilitating the changes that are happening in medicine right now. I talked about remote patient monitoring, but telemedicine is something that’s increasing in usage and all of the infrastructure that underlies that needs to get put into place to make sure that doctors have what they need to be able to do that and, from a technology payment standpoint, all of that kind of stuff.

The other thing and this is affecting every aspect of business out there is data. One of the key things about data right now in healthcare is, it’s not necessarily hooked up in a way that can connect the input when a patient comes in the door and the outcomes. There are different systems that underly that data input and the portability of that. We are putting in place an infrastructure and what we would call an innovation ecosystem to facilitate the flow of that data so that it can actually deliver better patient care in the end.

There Is No Aspect of Healthcare That Is Not Being Transformed Digitally – AMA Chief Experience Officer Todd Unger

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Twitter Ad Chief: We’ve Never Been More Clear About What is Our Superpower

Twitter ad chief Matt Derella is at Advertising Week in New York City spreading the message that Twitter video advertising is the best platform to reach valuable audiences when they are most receptive. He says Twitter has never been more clear about what is our superpower.

Matt Derella, Global Vice President, Revenue and Content Partnerships for Twitter, discussed why Twitter is valuable for advertisers on CNBC at Advertising Week in New York:

Twitter Video Ads Now Generate Over 50% of Revenue

If you look back to our previous quarter our ads business is incredibly strong right now growing over 27 percent year-on-year and its broad-based all around the world. I think that’s because we’re continuing to innovate and bring new products to bear. Video, in particular, is now over 50 percent of our revenue and marketers are getting great results from using it.

I was just on stage here at AdWeek sitting down with the head of digital at Nestle and he’s talking about the fact that two of his biggest brands,  DiGiorno and Lean Cuisine, Twitter was the number one platform among social platforms for return investment. As long as the results are there we’re going to continue to grow our business with our customers and continue to earn their trust.

We Want to be Really Transparent About Political Ads

Well, being completely transparent, I think Jack Dorsey (Twitter CEO) modeled this when he went to DC and actually talked to the regulators and the congressmen. We want to be really transparent about what we’re doing. There are some serious issues facing all services that are global in nature like ours we’ve taken some very tangible action just in the last few months.

You’ve heard about our Ad Transparency Center. This is a searchable database where anybody can go and see all the political advertising on Twitter and who is funding it. We’ve also introduced labels around all the political advertising so they’re clearly demarcated so you know and have trust in where that message is coming from.

Lastly, just on spam, we’re doing more than we ever have. Two times the amount of spam is being taken off the platform compared to just a year ago. This is what we’re talking to marketers about and content partners about to continue to get better.

Brands Can Target Very Specific Conversations

A big part of philosophically how we designed the platform is so that control goes in the hands of the advertiser. We have targeting that allows you to target just specific conversations. If you’re a brand who wants to connect with the NBA and all the conversation having around that that’s something that our tools allow to do.

I’m in charge of content partnerships and our content business has been flourishing. We’re helping partners grow their business. One of the great things about how we designed it is that marketers can actually choose the specific content that they want to align with and ensure that brand safety and brand alignment that’s so important for them.

We’ve Never Been More Clear About What is Our Superpower

The primary driver of everything we do is to help serve that public conversation that’s so unique to Twitter. Great content, whether it’s the World Cup highlights, that we had every single goal here in the US from the World Cup with Fox, is a great place for us to get video and bring that public conversation around it and it’s great for consumers. It also happens to be terrific for marketers who want to align with that passion here at Advertising Week.

I think for Twitter we’ve never been more clear about what is our superpower, we have the most valuable audiences when they’re most receptive. If you’re going to launch something new Twitter is the place to start because we have those valuable audiences when they are the most receptive. That’s the message we’ve been going with and we have the data to back it up. I think we have a very defensible position going forward with marketers.

We have to focus on the long-term and really what’s been incredibly encouraging is hearing from some of the most important influential CMO’s around the world supporting us as we make the decision to focus on the health of the service in the long term. Some of the decisions that we’re making, the hard decisions that might impact short-term metrics, but ultimately it’ll be the right thing for the platform.

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Former Google search chief Amit Singhal joins Uber

Singhal will become a senior vice president of engineering, overseeing Uber’s Maps & Marketplace departments.

The post Former Google search chief Amit Singhal joins Uber appeared first on Search Engine Land.



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