Leading health systems are finding success on their journeys to true digital transformation that’s centered on consumer experiences with more connection and less friction. Along the way, they are building bridges to create organizational alignment, orchestrate connected technologies, and reduce costs. This session of Experience Orchestration Live, held on April 23, 2025, focused on how orchestrating the RCM experience is removing friction for consumers and unlocking value for organizations.
Panelists:
- Victor Reiss, VP Consumer Engagement and Communications, UNC Health
- Paul Dain, CEO, Abundant Health Acquisition (aha!)
- Jared Johnson, Chief Marketing Officer, Praia Health
KEY TAKEAWAYS
- Reframing “friction” as opportunity.
Friction is often an intentional element of healthcare design—meant to ensure safety, protect privacy, and support clinical decisions. Yet in today’s world of convenience and immediacy, health systems must evaluate which forms of friction are purposeful and which hinder progress. - Filling the gaps between visits.
Healthcare has long focused on in-clinic moments, but true transformation requires attention to the “in-between moments”—the waiting, the worrying, and the everyday experiences that define a person’s health journey. These are the moments that demand proactive, connected engagement. - Cross-functional alignment is essential.
Experience orchestration doesn’t live in a single department. Success depends on collaboration across marketing, IT, operations, clinical, and digital leadership. True momentum is found when health systems move beyond meetings to purposeful collaboration—functioning less like a relay race and more like a rowing team. - Orchestration goes beyond integration.
Integration connects the systems. Orchestration activates them. Health systems need more than plugged-in technologies; they need a strategic layer that ensures experiences are timely, personalized, and aligned across every touchpoint. The goal is to turn disconnected data into a coordinated experience. - NPS is the current compass, but time is the true currency.
While Net Promoter Score (NPS) remains a valuable benchmark, the ultimate goal is simpler: give consumers their time back. When orchestration and relevance are done right, the result is earned simplicity—an experience that feels intuitive, respectful, and empowering.
