Alexandra Morehouse, MBA, serves as Chief Marketing Officer for Banner Health.
On April 1st, Alexandra will speak at Becker's Hospital Review 10th Annual Meeting. As part of an ongoing series, Becker's is talking to healthcare leaders who plan to speak at the conference, which will take place April 1-4, 2019 in Chicago.
To learn more about the conference and Alexandra's session, click here.
Question: What one strategic initiative will demand the most of your time and energy in 2019?
Alexandra Morehouse: I am leading the development and rollout of an enterprise-wide customer engagement platform for Banner Health, which will make Banner the first U.S. health system to build one. This Digital Front Door connects all backend data to create a seamless patient experience. It integrates health records system-wide, lets patients choose how they want to receive care (call, click or visit), shares test results with patients and doctors simultaneously—so patients can better participate in their own care—and it may help reduce medical errors. I have led similar transformations for Kaiser Permanente (during the ACA launch), for AAA, and for Charles Schwab. For patients, the Digital Front Door will eliminate the need to repeatedly provide their medical history, allow online appointment-scheduling, and make consistent records of their past visits, payments, and customer service history available to staff throughout the Banner system—so patients feel that we know them across every interaction.
Q: Healthcare takes a lot of heat for not innovating quickly. What's your take on this?
AM: I think that’s fair to say to some degree. In customer experience, I came to the health care field from the finance industry and am excited to bring learnings from that field to Banner Health. For instance, the financial sector long ago figured out how to manage confidential customer data and still provide a seamless customer experience across telephone, online, and in-person contacts. Health care, for a number of reasons, has not yet achieved that. Health care is a large and complex industry with appropriately strict privacy regulations, but that doesn’t mean we can’t bring modern innovations to this field, using learnings from other industries and developing innovations specifically suited to health care.
Q: Can you share some praise with us about people you work with? What does greatness look like to you when it comes to your team?
AM: I work with the most amazing people: smart, dynamic, creative, and fully committed to our mission. Among my team, greatness appears differently in each person. I see it in their vision for building a better health system, their passion for creating a more seamless experience for our patients, and their leadership in identifying ways to make everything we do more customer-centric.