The Role of a Fractional CMO in Healthcare: Navigating Digital Transformation

Digital transformation: It’s one of the biggest ongoing developments surrounding every industry, including healthcare. Today, healthcare institutions and professionals adapt numerous practices that lead them towards digital transformation, signifying a new digital era of healthcare.

As more businesses undergo digital transformation, the role of the fractional chief marketing officer becomes more prominent. The FCMO applies their knowledge in marketing and the digital landscape to help guide healthcare organizations towards their business goals.

This article breaks down five healthcare fractional CMO digital transformation tips that are essential for a smooth and effective transition.

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What is a Fractional CMO?

A fractional chief marketing officer or FCMO is a C-suite-level marketing professional who provides high-level guidance to growing and medium-sized businesses. These marketing executives oversee a company’s overall marketing process and come up with strategies that help companies reach their objectives.

An FCMO only works on a part-time or contract basis, making them more affordable than a full-time CMO. The rates may vary, depending on the fractional CMO’s hourly rate. FCMOs benefit newer and established healthcare companies looking to expand their marketing efforts without the additional costs of a full-time FCMO.

Jason explains what an FCMO can do in more detail here:

What is Digital Transformation?

Digital transformation refers to the integration of digital methods and technologies in all areas of a company. It’s a cultural shift that pushes businesses to rethink or adjust their processes, from day-to-day operations to how they affect customers and stakeholders.

As the world becomes more digital, businesses of all sizes and ages must adapt and experiment, leading them to withdraw from old practices and make way for new ones.

Of course, digital transformation may mean something different to every company, which is why it’s critical to develop clear definitions and goals. Answering these questions gives your organization a clear picture of objectives when going digital and how you want to achieve them.

What Does Digital Transformation Mean in Healthcare?

Digital transformation is a means of staying competitive in such a saturated market, and it is no different in the healthcare industry. Digital transformation in healthcare addresses the growing demands and fluctuating patterns of the industry through new and innovative technologies.

One way this benefits the healthcare industry is the overall improvement in patient care and service. Electronic health records (EHRs) and data analytics tools help doctors create more accurate diagnoses and personalized treatment plans.

Since the medical field has a wealth of information and data, it can be time-consuming to process and prone to errors. Implementing analytics tools, automation tools, and artificial intelligence allows medical professionals and staff to enhance productivity and efficiency. These tools also help maintain data accuracy and reduce errors.

This is also where the role of a fractional chief digital officer comes into play. A fractional CDO (fractional chief digital officer) helps medical institutions navigate the digital space by utilizing digital technologies. They also conduct a background check on your current digital landscape and find areas for improvement as well as opportunities for growth.

5 Healthcare Fractional CMO Digital Transformation Tips

Fractional CMOs play a significant role in leading healthcare organizations towards digital transformation. They have the necessary skills in healthcare marketing to help organizations thrive.

Keep these healthcare fractional CMO digital transformation tips in mind to have a successful and efficient transition.

1. Leverage Data Analytics Tools

Healthcare and medical institutions deal with big data on a regular basis. Traditional data-processing methods can only handle so much, meaning the best solution is to incorporate advanced analytics tools for easier data processing.

Use analytics tools to gain insights into your patients, such as their demographics, medical history, and previous diagnoses. All this information allows you to create treatment plans that cater to patients’ specific needs, increasing patient satisfaction and care quality.

Data analytics tools also have predictive analysis capabilities that help medical professionals and medical device companies prepare for the future. Incorporate predictive analytics to forecast future patient needs and prepare optimal solutions.

2. Integrate Artificial Intelligence

Artificial intelligence has made its way into the healthcare industry due to its many uses and capabilities. AI “learns” in a variety of ways—the most common is machine learning (ML). In machine learning, computers collect and review large amounts of data. Then, specific algorithms look over the whole data set to find patterns and make predictions. 

Not only that, but AI’s ability to automate administrative tasks lessens the burden of human staff. The last few years saw the rise of generative AI tools like note-takers and assistants. 

Businesses in all industries have used these tools to streamline their daily operations. Automated scheduling tools, billing tools, and patient portals have helped reduce stacks of paperwork and manual labor among administrative staff. 

Since AI handles large volumes of personal data, security measures and protection from unauthorized access are vital. Not only do AI and automation tools speed things up, but they also ensure data confidentiality and compliance with HIPAA. 

This is achieved through adherence to strict handling and encryption measures, consent management, and data transparency. A healthcare FCMO knows this area well; you can trust your FCMO to help your company adhere to the constantly adapting HIPAA regulations around artificial intelligence. 

3. Maintain a Patient-Centric Approach

One of the most important healthcare fractional CMO digital transformation tips is to prioritize patients’ best interests. Patient care should be the primary focus of the healthcare industry: It’s fundamental to delivering high-quality services and retaining patients.

One way to approach this is by tailoring communication and healthcare marketing plans to match their needs. Centering services and treatment plans to meet the patient’s needs is also the key to maintaining engagement and loyalty. While following privacy laws on the state and federal level, patient data can help create personalized campaigns that resonate.

It’s not only healthcare providers and hospitals. For example, medical device companies take a patient-centric approach in a similar but adjacent manner. They might:

• Ask for and incorporate patient feedback during product development and testing. 
• Provide educational materials and training for patients on how to use devices.
• Offer multiple channels for patient support, including phone (call or text), chatbot, and online resources (like landing pages or informational videos).

Insurance companies are more people-centric, too. You might find your provider:

• Allowing feedback and questions 24/7 with multiple channels, including phone, chat, and email
• Sharing clear information on costs, including premiums, deductibles, and out-of-pocket expenses
• Providing access to telehealth services

4. Utilize Telehealth and Telemedicine

Healthcare is a right that all humans have, but not everyone has access to a nearby hospital or doctor. This is where the ease and convenience of telehealth come into play.

Telehealth and telemedicine are designed to give patients from all over the world the chance to receive healthcare services from the comfort of their own homes. Through this, healthcare remains both accessible and personal to the patient. Patient-doctor interactions can now happen anywhere and not be limited to the physical hospital or care center.

One way a medical institution can implement this is by allowing patients to book appointments or consultations from their website. Doctors can provide consultations remotely over a computer or mobile device (through HIPAA-compliant video conferencing platforms).

5. Enhance SEO Strategies

Search engine optimization (SEO)helps ensure your healthcare company gains online visibility. This is especially crucial in this digital age; all companies need a strong online presence to thrive and reach wider audiences.

One of the first steps to a successful SEO strategy is to formulate a strong keyword research strategy. Targeting the right keywords that are relevant to or match a user’s search intent will help your website rank higher on the search engines.

Another way to keep users engaged is through helpful medical blog content. Creating and sharing medical content like informative articles, guides, and tutorials can establish your authority and foster engagement among your target audience.

Another important factor is healthcare website development. Your website serves as the face of your company, so it must be fully optimized for all digital platforms (web, mobile, browser). Ensure that all on-page and off-page elements of your site are functional to make it easier for users to navigate. 

Case Study 1: Blue Cross Blue Shield

Digital Authority Partners is no stranger to helping healthcare companies work through complex digital challenges. One of our clients, the health insurance group BlueCross BlueShield (BCBS), needed an easier and faster way to report and interpret data on a large scale.

Blue Cross Blue Shield managed over 115 million members, and with that kind of number, we came up with a performance tool that streamlines the health reporting process.

Our user-friendly performance dashboard proved to be successful and efficient, with a 75% reduction in time spent emailing and a 40% speed increase in managed health reports.

Case Study 2: imaware™

imaware™ is a health management and solutions company that struggled with high-cost acquisition and a lack of content strategy, making it difficult to rank on the search engine for health-related keywords.

We at DAP used our expertise in local SEO, content marketing, and conversion rate optimization to turn imaware™ into one of the leading brands for celiac disease testing.

The company ranked #1 for over 1,400 keywords, saw an 11,000% increase in organic traffic, and ranked for over 70,000 healthcare keywords as of 2023.

Drive Digital Transformation With a Fractional CMO

By following these healthcare fractional CMO digital transformation tips, healthcare organizations can improve patient care and increase overall growth and efficiency.

A fractional chief marketing officer helps make the process easier by utilizing advanced technologies and developing digital marketing strategies. Digital Authority Partners connects you to a network of fractional CMOs who can elevate your healthcare marketing efforts through data-driven insights and customer-centric strategies.

If you want to start your journey into digital transformation, contact us to learn more!

Sources:

Artificial Intelligence (AI) vs. Machine Learning | Columbia AI

Digital Transformation In Healthcare: Advice For Health Organizations | Forbes

A.I. May Someday Work Medical Miracles. For Now, It Helps Do Paperwork | The New York Times

Predictive Analytics in Business | The College of William & Mary 

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