Editorial
Mayur Gupta crafts the vision and strategy for Healthgrades, one of the largest digital marketplace platforms in health care. As a senior vice president, he is responsible for crafting seamless omnichannel experiences and always-on patient engagement.
A digital evangelist, marketing technologist and innovation thought leader with more than 18 years of industry experience, he specializes in converging marketing, technology and innovation strategies to deliver improved experiences to inspire and change consumer behavior.
Gupta created a Digital Center of Excellence to evolve digital capabilities as well as to create new standards and best practices. "The digital marketplace is a connected ecosystem at the intersection of marketing, technology and health care with capabilities across big data, predictive health care models, content strategy and distribution, measurement and analytics, and electronic health records and electronic medical records integration," he explained.
Collectively, these components converge to deliver "personalized and relevant care experiences that drive wellness from a consumer standpoint while building brand loyalty and lifetime value for the health systems, providers, payers and pharmaceuticals," he continued.
Before joining Healthgrades, Gupta was the chief marketing technologist with Kimberly-Clark, leading the strategy, vision and development of digital and e-commerce capabilities.
Now he's immersed in an industry that is rapidly going digital, which has major implications for health care providers, medical professionals, patients and health care companies. The explosion of data available to patients, doctors and other stakeholders creates a great opportunity for everyone to take more control over their own health care but also creates challenges related to data protection and privacy.
It’s this background that forms Gupta’s insights on digital transformation and marketing, which he’ll speak about at CMSWire’s DX Summit this Nov. 14 through 16 at the Radisson Blu Aqua hotel in Chicago.
The following is an excerpt from a recent conversation about his analysis of current trends in the world of digital experience.
The Digital Transformation of Health Care
Walter: What will be your main message at the DX Summit?
Gupta: Historically, we've talked about digital transformation in a way that is agnostic of industries, how data and context have been used to deliver experiences that drive change. Fundamentally, a key message is how you can’t look at it as being separate from marketing. We’re living and breathing in a digital world. From a consumer standpoint you don’t see the separation between digital and non-digital worlds.
Walter: What changes do you see ahead with digital transformation in health care?
Gupta: In health care everyone is talking about digital health as a shift that will mean health care in itself natively becomes digital. That’s how physicians will operate and that is what consumers will expect.
For the first time the focus will be on health and wellness instead of sickness and treatment. There are tremendous opportunities with discoverability, such as how each one of us finds the right doctor can be based on qualitative data. It’s very similar to how you find the right car or another product by being able to do research with existing data available to you. There’s an ‘uber-ization’ going on that will lead to the right access to the right care.
The digital transformation will also improve the diagnosis process. The third-largest cause of death in medical care is when something has gone wrong. Data science will enable physicians to derive more precise insights into patient health and well being.
Walter: How will this change impact all of us on a day-to-day basis?
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Gupta: We’re moving from a very passive to an always-on engagement model where they’re always in touch, a constant flow of communication that’ll be driving a better health outcome.
It’s not too different from what Amazon did 10 or 11 years back, which is being able to provide the fastest path to a purchase. It’s the same principles as Airbnb, Uber and others, giving you more control and information about health care decisions.
Walter: It seems that consumers are taking a bigger role in their own health with so much data available to them with wearables and other tools. What is your take on this?
Gupta: It’s the consumerization of health care. We’ll soon get to a point where the consumer will say, “I’m ready to see you doctor, come on in.” That’s a shift that’s finally starting to happen. The driver of health care is the consumer for the first time, it’s going to be the consumer and consumer behavior.
Walter: Why is there so much focus on MarTech as of late, with so many companies entering the space?
Gupta: We like to fragment everything and make our own silos. We have the adtech, MarTech and some people only talk about digital tech. We’ve created this artificial demarcation. But the moment you use a consumer app you couldn't care less.
The more mature brands don’t isolate between MarTech, adtech or digital tech. It’s about leading with technology and driving more immersive experiences. The focus is not so much in technology in broad buckets, but how does it connect with a structure that leverages the data.
At Healthgrades, we leverage our data to deliver the most immersive and relevant consumer experiences. It’s a constantly evolving technology landscape, and we use our data strategy to understand consumer behavior and listen to all the signals consumers provide in the online and offline worlds.
Walter: How do you unwind?
Gupta: I have two beautiful daughters, so all the unwinding happens every time I spend moments with my kids. But I enjoy reading, especially reading a lot about health care because I’m trying to create my own personal interpretation of the intersection of health care and technology. I’m also an amateur tennis player, which is something else I enjoy.
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