The 10 Most Eminent Women Leaders in Healthcare March 2021

2021 VOL. 03 ISSUE-01

1

The

Women Most Eminent

Leaders

Skip Ad! 2021 and the Evolution of Marketing and Advertising

Chief Revenue Officer

Heather George Spearheading Innovation, Revolutionizing Healthcare

in Healthcare

2021

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Entrepreneurs must deeply understand the complexities of healthcare

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Redefining Norms The necessity for more female entrepreneurs

Channeling Compassion to Deliver Quality Healthcare ne of United Nations’ most important Sustainable Development Goals is ‘Good Health and Wellbeing’. This goal is especially fundamental when it comes to ensuring achievement of all other sustainable development goals.

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and come up with innovative healthcare solutions.

Over the last few years, a lot of changes took place in the healthcare sector especially, with some capable women heading the most powerful and important positions in the different spheres of healthcare industry.

Therefore, having robust and adequate healthcare provision is the need of every country to ensure the good health and well-being of the citizens, as evidently, without good health they cannot efficiently contribute to the GDP of the country.

And to ensure this good health there is a need of good leaders in the healthcare industry to improve the conception and delivery of healthcare solutions.

From finding value in telemedicine, recognizing the potential of Artificial Intelligence to exploring data analytics solutions for healthcare, these women are going beyond traditional norms to streamline the healthcare scenario.

Since women are driven by the natural compassionate and caring spirit, the contribution of eminent women leaders in the healthcare industry plays most important role in ensuring robust healthcare services.

Pertaining to the scenario of the eminent women leaders in healthcare, leadership can be found in anyone who is willing to challenge themselves by pushing themselves towards their personal goals.

Leadership behavior, regardless of title, includes guiding, communicating with confidence, utilizing the potential of technology and human resources for optimum results, promoting cooperative spirit, and striving every day to provide a positive example and to put forth a rewarding experience for others.

The glory of the healthcare industry lies in the fact that it creates more opportunities for leadership. Not just within organizations, but across the entire healthcare industry there are a plethora of developing opportunities. This gives business leaders unprecedented advantage for leadership initiatives, to break out of the traditional roles and methods,

These women are driven by the spirit of improving the way healthcare services are delivered to the people. They are motivated by compassion, care, and concern for the wellbeing of the community. The emotional intelligence of women has the power to come up with innovative solutions in the healthcare industry.

The dynamic women leaders in the healthcare industry are changing the perspective of the way in which healthcare services are delivered. These women are tapping into the potential of latest technologies to transform the face of the healthcare industry. These women are also aiming to tap into the potential of Automation and Big data analytics to provide automated and data-driven solutions to the challenges in the healthcare industry. These solutions have the potential to make a profound impact across lives of many communities and nations.

In this edition of The 10 Most Eminent Women Leaders in Healthcare, 2021 we bring to you the stories of women who are redefining the industry through their competent and innovative approach to provide exceptional healthcare solutions that are accessible to all.

Sharad Chitalkar

Sharad Chitalkar

Editor’s Note

CONTENTS C O V E R S T O R Y

20

Redefining Norms The necessity for more female entrepreneurs

28

Skip Ad! 2021 and the Evolution of Marketing and Advertising

ARTICLE

08

Heather George Spearheading Innovation, Revolutionizing Healthcare

16

Jennifer Lauretta Catering to the growing needs of future health care.

32

Sue Schade A Veteran Leader Focused on Achieving Excellence in Healthcare

Amy Cassata Leveraging Modern Technology to Deliver Exceptional Wound Care

24

Lena Hagman A Prominent Name in the Medical Device Industry

36

Editor-in-Chief Senior Editor

Sumita Sarkar Anish Miller

Managing Editor

Abhishaj Sajeev

Assisting Editors

Sharad, Vrushali

Visualiser Art & Design Head Co-designer Art & Picture Editor

David King Asha Bange Paul Belin Priyanka Rajage

Business Development Manager Marketing Manager

Amy Jones John Smith Sarah Wilson, John Smith, Alex Vincent

Business Development Executive Sales Executives

Kelli, Bill, Anna

Technical Head Assistant Technical Head Technical Consultants

Jacob Smile Pratiksha Patil David, Robert

Digital Marketing Manager Assistant Digital Marketing Manager SME-SMO Executives

Alina Sege Amol Wadekar Atul, Gemson

Research Analyst Circulation Manager

Eric Smith Tanaji

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Management

Company Name

Brief

Amy Cassata VP Clinical Operations

Swift Medical swiftmedical.com

Swift Medical is the world leader in digital wound care management, delivering advanced wound care visualization and touchless 3D measurement through its smartphone-ready Swift Skin and Wound software.

Aoife Brennan CEO

Synlogic Inc. synlogictx.com

Synlogic, Inc. rapidly translates groundbreaking science and technology into medicines that have the potential to change the lives of patients.

Dalia Argaman Vice President Clinical and Regulatory

EarlySense Inc. earlysense.com

EarlySense is the global leader in contact-free, continuous monitoring solutions for the healthcare continuum.

Heather George Chief Revenue Officer

Patientco patientco.com

Patientco is a payment technology company headquartered in Atlanta, GA founded specifically to re-think the healthcare payment experience.

Jennifer Lauretta Chief Technology Innovation Officer

360 HealthTech 360healthtech.com

360 HealthTech offers health care technological related consultation to healthcare organizations and institutions, works on bringing innovative technology solutions to help boost the management of the community’s healthcare issues, particularly the ageing population.

Lena Hagman Executive VP Quality and Regulatory Compliance

Getinge Group getinge.com

Getinge Group empowers customers with knowledge, technology and resources needed to set up the most efficient structures for hospital and life science institutions and save lives with improved clinical results.

Pamela Arora Senior Vice President, Strategic Technology

Children’s Health childrens.com

Children’s Health℠ has delivered on its mission to make life better for children through its dedicated team members.

Sue Schade Principal

StarBridge Advisors starbridgeadvisors.com

StarBridge Advisors collaborate with leaders and innovators to help advance healthcare with technology enabled solutions.

Tina Hunt Executive Vice President

IDEXX idexx.com

IDEXX Laboratories, Inc. is a leader in pet healthcare innovation, serving practicing veterinarians around the world with a broad range of diagnostic and information technology-based products and services.

Veronica Hughes Chief Nursing Officer

US HealthVest ushealthvest.com

US HealthVest is an innovative behavioral healthcare company that has redefined the psychiatric hospital space.

Heather George Chief Revenue Officer

COVER STORY

Heather George Spearheading Innovation, Revolutionizing Healthcare

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Patientco drives out excess cost and removes perceived financial barriers that prevent patients from seeking care, so our team is well-positioned to help.

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echnological transformation in healthcare has been a consistent necessity, considering the volatile nature of the industry and the lurking shadow of unknown diseases and ailments yet to be discovered.

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patients’ clinical questions and general concerns. Similarly, effective digital communication strategies will keep patients informed, engaged and satisfied while powering a financially strong healthcare organization.”

Disruptive technologies such as AI, blockchain, personalized healthcare devices and mobile apps, and even AR/VR technology are being leveraged to a significant scale, leading to innovation of better and comprehensive approaches to patient care.

Heather believes that digital engagement tools, such as realtime chat, empower health systems and their team members to focus more on patient care and less on administrative tasks. She says, “For instance, if a patient is anxious about the cost of their care and has a question about their price estimate, the patient can easily get the information they need via automated chat to address their concerns and proceed with treatment, all with no added burden on the health system’s team members.”

Entrepreneurs and business leaders across the tech spectrum are ceaselessly advocating the implementation of these and other reformative technologies with the intent of aiding the healthcare institutions, service providers, and the overall industry, to ensure optimum delivery of healthcare.

One prominent name among such entrepreneurs and business leaders is, Heather George, the Chief Revenue Officer at Patientco.

Heather’s journey in the healthcare industry began at GE Healthcare. Later she joined McKesson where she managed sales for large corporate accounts and integrated delivery networks (IDNs).

After McKesson, Heather served as Vice President of Healthcare Industry Sales at Kaufman Hall. Today, she is the Chief Revenue Officer for Patientco, where she is responsible for leading the organization through its next phase of growth.

Pertaining to the adoption of novel technologies, Heather expresses, “Digital transformation should remain a top-ofmind for healthcare executives. Over the last year, telehealth became increasingly important for addressing

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By integrating tools that were once disconnected and connecting data from across the health system, we can redesign how patients and healthcare providers interact.

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4The10 Most Eminent Women Leaders in Healthcare 2021

A Benchmark of Excellence Headquartered in Atlanta, Patientco—recently named Best in KLAS for Patient Financial Engagement Platforms—is the only vertically-integrated payment technology company that was founded specifically to rethink the patient payment experience in healthcare.

From the beginning, the company’s vision has been to empower patients with transparency, understanding, and control over every financial interaction within the healthcare ecosystem.

The team at Patientco believes that patients often perceive their financial situation as a barrier to getting the clinical care they need. Therefore, addressing patients’ concerns associated with medical expenses is paramount to improving the population’s health.

To that extent, when Patientco helps patients afford care, it also helps healthcare providers maintain healthy financials, ensuring they can carry out their important mission of delivering high-quality healthcare. Currently, more than 3,000 healthcare locations across the country use Patientco to provide their patients with better financial care.

Impact of the Unforeseen We asked Heather on her opinion about the impact of the

current pandemic on the healthcare sector, to which she said, “COVID-19 exposed significant economic and health equity gaps. The pandemic has shown that certain populations experience obstacles more acutely than others when seeking healthcare. For example, a patient’s socioeconomic status, as well as access to quality healthcare and their level of trust in the healthcare system impact their ability to achieve optimal health.”

“Moving forward, I believe there will be a renewed focus on breaking down the barriers that often prevent patients from seeking care, especially financial barriers such as cost concerns. Removing these barriers will help more patients reach their full health potential,” she adds.

Talking about how Patientco survived the challenges imposed by the pandemic, Heather says, “We shifted to a fully remote environment at the start of the pandemic. Since then, I’ve witnessed tremendous growth in my team and the organization.”

Patientco embraced this climate as an opportunity to advance product delivery and present unique solutions to the challenges faced by its clients and their patients. For example, the company deployed contactless payment options like Text-to-Pay for clients, which allow patients to securely complete a payment on their own device without touching

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Opinions that Matter Every profound business leader is driven by a quintessential fuel called ‘change’. Similarly, Heather has a few opinions about what must be changed by companies functioning in the HealthTech space. She says: “Healthcare organizations spend multi-millions of dollars on IT systems annually, yet those systems rarely deliver modern, consumer-friendly experiences that are now standard in other industries like retail.”

“Many healthcare IT companies have merged and ‘bolted together’ various point solutions through acquisitions to create their solution offerings for health systems. For example, conventional patient payment portals and billing statements do not connect to the underlying payment technologies. These fragmented technologies create a disjointed experience for patients.”

“Instead, true digital transformation hinges on the ability to tightly integrate technologies and create a fully patientcentric experience, which is what Patientco supports. By integrating tools that were once disconnected and connecting data from across the health system, we can

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shared credit card terminals or sharing their payment information over the phone.

Effective digital communication strategies will keep patients informed, engaged and satisfied while powering a financially strong healthcare organization.

redesign how patients and healthcare providers interact.”

She advises the budding entrepreneurs and HealthTech enthusiasts venturing into the healthcare services sector saying, “Entrepreneurs must deeply understand the complexities of healthcare. This industry is subject to countless nuanced policies and regulations. Startup leaders must be prepared to build a product that can viably weave through all the regulatory and compliance requirements while providing value for patients and providers.”

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4The 10 Most Eminent Women Leaders in Healthcare 2021

Amy Cassata Leveraging Modern Technology to Deliver Exceptional Wound Care

W

hen one embarks on a journey, there is always a purpose associated to it. It could be about gaining enlightenment, or about leading a life of selflessness, or even about unravelling the intricacies of life itself. This purpose is what defines us, and it is what drives us to our destination.

In pertinence, with the purpose of supporting vulnerable patients with wounds, Amy Cassata, the VP of Clinical Operations at Swift Medical, began her journey as a nurse, practicing in an LATC hospital in Chicago. This invaluable nursing experience is what provided Amy with a formative and deep sense of empathy for wound care patients and led her to further her education and career.

“Throughout my career, I’ve been fortunate to work with some amazing people at some incredible organizations,” Amy expresses. Some of her most proud milestones, she says, include becoming a Director of Nursing by the age 30, a Director of Clinical Operations for multi-state health care organization by 34 and then, after using the company’s solution as a clinician, she joined Swift Medical as the VP, Clinical Operations – to lead the scale and adoption of digital wound care across thousands of healthcare organizations.

In 2020, Amy was recognized as a Top 25 Women Leaders in Healthcare Software by the Health Care Technology Report, and this year she

16 | March 2021 |

was recognized as The Most Powerful Women in Business 2021 by The Leaders Globe.

A Benchmark of Excellence Swift Medical was founded in 2015 with the vision to tackle one of the greatest, and often overlooked, challenges in health care: wounds. The team at Swift Medical states that wounds affect over 8.2 million Americans and often have a debilitating impact on people’s lives, from physical impairment and social isolation to infection, amputation, and death. From a health system perspective, wound patients occupy roughly 30% of all licensed beds in the US and contribute to as much as $97 billion in Medicare spending.

Swift Medical’s technology leverages machine visioning and advanced AI to take scientifically calibrated wound images, provide previously invisible insights into wound healing and inform real-time clinical and operational decisions.

As a result, the company’s technology helps healthcare organizations optimize care delivery and enables clinicians to operate at the peak of their scope of practice – leading to more precise, predictive, preventive, and personalized care that both improves quality of life for patients and reduces costs for health care organizations.

“Our solution has been adopted by over 3,900 organizations across the continuum of care, enhancing the

healing of over 10,000 wounds each month,” says the team.

Overcoming Challenges Talking about how the COVID-19 pandemic has impacted Swift Medical’s daily operations and how she and her team managed to tackle the entailing challenges, Amy Says, “COVID-19 has impacted our business and company operations and caused us to reflect a little more deeply on what it means to be a team, the best ways to work together and who we are as a company during the pandemic and afterwards.”

“The biggest day to day challenge has been the need to work from home. We put in a place a remote work policy and have had to envision and implement new ways to collaborate and work efficiently without all being in the same office,” adds Amy. For the team at Swift Medical, this has involved adopting new digital collaboration tools, hosting daily, weekly, and monthly team and company update meetings and creating remote team building activities.

“At the onset of the pandemic, we also created a new COVID-19 Health and Safety Team (that I chair), which is responsible for creating new company policies and guideline, so we stay safe during the pandemic and provide regular updates to staff about how the company is responding to COVID-19 from an operations perspective,” Amy adds. www.insightscare.com

Swift Medical has also implemented new policies to protect and maintain the physical, mental, and emotional health of its staff; for instance, unlimited vacation/time off to help employees maintain a healthy balance in their life and take care of their families, if needed.

Opinions that Matter.

We asked Amy for her opinion on what could be the future of the healthcare services sector post the pandemic, and she will be strategizing to scale Swift Medical’s operations and offerings to be prepared for that future, to which she said, “One obvious, yet essential, way the future of the healthcare sector will be different is the widespread adoption of care-in-place and technology, such as virtual care and remote monitoring, to support care anywhere.”

“To support patients in accessing wound care and help health care providers in remotely reaching their patients, Swift Medical has recently launched a patient-facing application that is being used by health systems,

Amy Cassata, VP of Clinical Operations

“

our technology helps healthcare organizations optimize care delivery and enables clinicians to operate at the peak of their scope of practice.

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| March 2021 | 17

hospitals, clinics, and home care providers to care for their patients in the home/community without requiring as much travel and in-person visits, saving time and money for both providers and patients,” she adds.

Talking about how Swift Medical is changing the IT enabled healthcare services ecosystem, Amy says, “I think one of the most important elements in designing IT enabled healthcare services is understanding the clinician’s workflows, really getting inside their heads, when creating healthcare solutions.”

“One thing that we do at Swift Medical is look at the workflows that the

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clinician would already be performing and how we can integrate our solutions within that workflow. We don’t want to be that healthcare technology that is death by a thousand clicks. We strive to ensure that our workflow is so seamless within the clinician’s workflow that our users don’t experience any barriers to adopting our solution, and then it becomes so ingrained they can’t live without it.”

In her advice to the budding entrepreneurs who aspire to enter the healthcare services sector, Amy says, “The healthcare sector is ripe for innovation so jump in now! It’s really an exciting time to be in healthcare – on the healthcare service side or healthcare technology side. The rate of change and transformation and the willingness to adopt and evaluate new technology is greater than ever before.

There are new technologies, new care models, new investments, new

partnership models, new roles – it’s really just a great time of modernization, experimentation, and innovation in healthcare.”

“It’s deep and meaningful work.

Maybe more so than any other industry, working in healthcare allows you to be deeply connected to, and have a real impact on, people’s lives. It is a great source of meaning and motivation in my life – knowing that everything I do, and my team does, is helping some of the most vulnerable patients in the country,” she concludes.

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Redefining Norms 20 | March 2021 |

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The Necessity for more

Female

Entrepreneurs “There can be no liberty unless there is economic liberty.”

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argaret Thatcher, Former Prime Minister of the UK, also known as the Iron Lady, highlighted the importance of financial independence in one’s growth.

Financial independence has been at the centre of women’s growth. The studies have shown that after gaining financial freedom, women can not only lift themselves and families out of poverty but also contribute to the country’s economy.

Moreover, with the financial reign in hand, women can run their own show and define their own values.

Since women empowerment took centre stage, most countries started supporting the cause by inculcating legal work rights for women. More women started stepping out for work and earn their financial freedom. With the changing societal norms and increasing personal and public support, more women-owned businesses came into shape.

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Female Power in the Business World According to the business report by the American Express, female-owned businesses have grown 3000% since 1972.

With women entrepreneurs now making 40% of the total business leaders in the US, we are closer to reducing the gender gap in the corporate world.

Then why is there a considerable need to encourage and promote women entrepreneurs? The reason lies in the fact that we must use the words, ‘women entrepreneurs.’

In her book ‘Lean In: Women, Work, and the Will to Lead’, Sheryl Sandberg, the Chief Operating Officer of Facebook has pinpointed the exact issue.

“Self-doubt becomes a form of self-defence,” Sheryl says, “We (women) put ourselves down before others can.”

Sheryl believes that women must lean in, take charge of their career, and push forward on their own to achieve success.

On the other hand, the workforce, and the society as a whole need to be more supportive and openly accepting to let women use their unique position in the society to contribute towards their personal growth and improve country’s economy.

Let us look at the appending factors that have increased the need for more women entrepreneurs in the global economy.

Economic growth Women-owned businesses have left a considerable mark by creating and maintaining over 23 million jobs. Furthermore, research shows that women entrepreneurs employ more women, further promoting women empowerment as well as encouraging social diversity at workplace.

Women entrepreneurship is a fruitful way of diminishing poverty around the world. Once the major hurdles such as lack of training, credit, and legal restrictions are removed women gain financial independence which encourage them to take on more powerful role in society.

Furthermore, as most women entrepreneurs are parents, supporting these women to become financially independent in turn leads to tackling the issue of youth poverty.

Improved innovation The global organizations like United Nations believe that women-owned businesses bring innovations to the table. On the contrary, most investors avoid investing in womenowned businesses due to their perception of increased risk of failure. This perceived opinion devoid of any study or

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research has been another major hurdle most women face in their journey as entrepreneurs.

It is true that women entrepreneurs bring diverse perspectives and values to the society and nation’s economy which is crucial to support the overall development as we move further into the 21st century.

Achieving Equal Pay “We need to stop buying into the myth about gender equality. It isn’t a reality yet. Today women make half of the U.S. workforce, but the average working women earn only 77% of what the average man makes. But unless women and men both say this is unacceptable, things will not change.”

American singer-songwriter Beyonce Knowles has highlighted the burning issue of the gender pay gap, which unfortunately, has seen no sign of bridging since 2001. And with this rate, women will have to wait till 2119 to reach the pay equity, which is another century. This is another reason why women are preferring owning a business underlining the importance of women entrepreneurship towards gender equality.

The IME approach As the global economy continues to flourish, how exactly does the society, business owners and investors together contribute towards the growth of women entrepreneurs?

The answer is simple, by helping them tackle major issues these entrepreneurs face – investment, mentorship, and experience.

Aspiring women entrepreneurs today need more supportive programs to learn about entrepreneurship, to connect with successful business leaders, and help them get a hold of strong credit opportunities.

With appropriate Investment, Mentorship, and Experience (IME) women can build successful businesses leading themselves and others towards financial independence.

With women’s position strengthening in global economy, we will be taking more concrete steps to build a progressive modern society. But we must work together to make this dream fruition into reality.

As Ban Ki-moon, a South Korean diplomat has said, “Achieving gender equality requires the engagement of women and men, girls and boys. It is everyone’s responsibility.”

- Vrushali R.

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“

AIoT is the future for Digital Transformation.

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Jennifer Lauretta Chief Technology Innovation Officer

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The 10 Most Eminent Women Leaders in Healthcare 2021

JenniferLauretta

Catering to the growing needs of future health care.

H

ealthcare is shaping up in myriad ways to accommodate to the growing needs in this sector.

In the past few years, we have seen this sector transform dramatically with digitalisation taking the centre stage wherever applicable.

Internet of Things could do. Jennifer and her 360 HealthTech have been recognised as the 10 Most Influential Women in Technology 2020 by Analytics Insight.

Advancements in digital technologies like artificial intelligence, AR, VR, robotics, and the likes have paved their way into the health care system and the ongoing pandemic has only propelled the need for such technologies.

Women leaders have risen to the forefront of late in providing the best in health care. One such leader that we at Insights Care stumbled upon is Jennifer Lauretta, the Chief Technology Innovation Officer at 360 HealthTech.

360 Degree Digital began in 2013. The company started media and communication business in the first year to deliver information to print media, photography, cinema, broadcasting (radio and television), advertising, responsive web, Tablet and mobile design. It gradually moved on to digital media for marketing. Now it is in the business of designing customised solutions related to AIoT applications. With 360 Smart Home and 360 HealthTech, 360 Degree Digital is catering to all the present day needs of people and have carved a niche for itself in these fields.

What started off as a media and communications business in 2013, went on to become a digital media for marketing, mobile business apps designing and publishing for corporate clients to AIoT, 360 Degree Digital has come a long way.

With client satisfaction at the forefront of its business approach, 360 Degree Digital has worked with the Information Media Development Authority of Singapore, GovTech, National Heritage Board, Ministry of Home Affairs, and Ministry of Manpower.

Today, it can boast of prestigious projects related to Artificial Intelligence, Cloud Computing, and other advanced technologies. Now it supports the initiatives driven by 360 Smart Home and 360 HealthTech.

360 HealthTech and Covid

Jennifer was amazed by China's new artificial intelligence and advanced manufacturing technology, and immediately realized that AIoT was the key to addressing present and future problems.

In her words, Jennifer is a "Serial Tech Entrepreneur who has founded 360 HealthTech and 360 Smart Home as part of 360 Degree Digital group business." And there has been no looking back since 2016 when she discovered what the

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Product and Services

Jennifer introduced 360 HealthTech to bring innovative technology solutions to boost the management of the community's healthcare issues. "The solution has been developed to control the spread of the epidemic. 360 HealthTech works on technology related consultation to healthcare organisations and institutions, on bringing innovative technology solutions to boost the management of the community's healthcare issues, particularly the ageing population," explained Jennifer.

She further added that at present, due to the sudden outbreak of global COVID19, 360 HealthTech became an

| March 2021 | 25

immediate point of contact in the global platform for providing anti-COVID19 solutions for humanitarian initiatives addressing world health risks and emergency pandemic issues using Artificial Intelligence, Internet of Things, Cloud Computing, Big Data technologies.

"360 HealthTech is a product of 360 Degree Digital – The platform is formed to combat global Covid-19 pandemic with AIoT products, adopting the lethal combination of AI and IoT blended solutions on advanced technologies to control the epidemic spread between countries and within communities," shared Jennifer.

Jennifer's efforts paid off as the company caught the attention of big technology players globally. Within a short period of time since its inception during the beginning of the pandemic last year, the company was recognised as 25 Innovative Companies to Watch 2020 by The Chief's Digest and many more.

Standing Apart It was not easy to stay afloat in the competitive world of digitalisation in health care. But Jennifer's perseverance and insistence on providing customised solutions helped the company be distinct from the herd.

"What makes 360 Degree Digital stand apart and gives it a competitive edge is providing added-value for its

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Top 8 Emerging CIO OF THE YEAR (Women in IT Awards Asia 2020) The 10 Most Influential Women in Technology 2020 (Analytics Insight) Singapore's Most Trusted Consulting Service Provider in Digital Transformation (APAC Business Headlines) 25 Innovative Companies to Watch 2020 (The Chief's Digest) 2020 Corporate Excellence Awards – Most Influential Leader in AIoT Technology 2020 in Singapore (Corporate Vision)

customers," said Jennifer. For instance, businesses that are leveraging AIoT, 360 Degree Digital creates real value for true automation of manual tasks, with the system able to make autonomous decisions, boosting productivity and efficiency; optimization of processes to the point of reduction in marginal transactional costs; better customer management and communication with advanced bots and speech recognition, just to name a few.

With better product experience with deeper insights and data analytics, customers get value for their money and satisfaction. 360 Degree Digital takes into account the behavioural patterns, personal preferences and personalization while deploying AIoT. 360 HealthTech that was started to serve the aged population in order to ease things for them, today is a fullfledged health solution driven through digitalisation and Jennifer says that there is no looking back for the company now.

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the Evolution of

and

Marketing and

Advertising “Your life does not get better by chance; it gets better by change.” — Jim Rohn, American Entrepreneur.

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ost-World War II, the whole world experienced another major change in the form of the Television.

During 1950s, television was the primary medium of mass influence following the radio. And soon in early 1960s, with the colour evolution, TV became the star of advertising with newspapers and magazines closely following. Seeing the craze of television back then who would have thought a few decades later, digital media would take over as a primary medium of advertising?

The thinking, approach, and attitude of the businesses as well as consumers towards advertising and marketing have gradually changed over the years. Today, the advertising approach has become more consumer centric, as opposed to being product centric.

As John F. Kennedy, 35th President of United States had said, Change is the law of life. And those who look only to the past or present are certain to miss the future.”

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Skip Ad!

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Here’s how the advertising and marketing spaces are shaping up now.

Social media: More than just a means of discovery In the digital era, where online shopping has become the new normal, social media platforms have moved on from just being a means of brand or product discovery. Thanks to the revolutionary features like ‘Shop’ and ‘Products’ added on social media platforms, most small businesses and local stores have started using social media for more than just spreading brand awareness.

Consumers too are finding it convenient exploring new products and services from the brand on social media and place order for the products they like right away. In 2021, this trend is only going to grow enabling retail giants to adapt to these platforms in new way.

Improved brand interaction Brand interaction has played a crucial role in reaching potential customers and converting them into loyal consumers. What kind of messages the brands deliver through these interactions, depend on whether the customers would keep coming back for more. However, the brand interaction factors have vastly shifted from quality product and affordable prices in past few years.

The recent studies and consumer surveys are evidence that over 56% consumers worldwide want a strong engagement with brands who aid their needs. This trend has been strongly shown post-pandemic where consumers expect more interaction with the brands than just transactional.

How can brands show more empathy towards their consumers post-pandemic? The answer lies in reshaping the brand messages. Pandemic has presented the brands a unique opportunity of showcasing their values and strengthening their customer relationship beyond means of money-making.

The eCommerce experience.

With digital evolution eCommerce created a parallel shopping experience for the digital consumers. However, post-COVID era where social distancing has become common and people feel more secure and convenient with online shopping, brands cannot ignore the power of eCommerce anymore.

be the future of retail. While the millennials and the gen-z were already accustomed to the eCommerce space the COVID-19 pandemic forced the elders to adopt to the online shopping culture as well.

Brands now have additional analytics at hand of their ‘young’ and ‘old’ consumers to understand the consumers’ preferences and online spending habits, in turn, a new opportunity of standing out form the competitors by taking on new advertising and marketing approach.

Virtual continues to be the new normal.

Virtual events started out of necessity during the pandemic but soon brands and organizations realised the perks of hosting virtual events – it created avenues to reach and engage an entirely new audience.

The travel costs and visa regulations are not an issue for virtual events. And as it is safer and more convenient for the audience as well the organizations have seen greater participation in virtual events than for in-person events. The virtual events have freed for the brand to bring in great speakers and to spend on rich content and unique advertising strategies to engage a wider audience. This introduces a perfect model of lower cost and higher ROI. More on the periphery With Facebook already having dozens of Augmented Reality (AR) tech at hand, it’s only a matter of time when the world will experience another evolution in advertising, which will be using AR for digital engagement.

Along with technology dominating user experience, purpose marketing is another space on rise. Brands will have to adopt purpose marketing to show that they resonate with the values and causes their consumers believe in. And in turn, the consumers will show their support by buying from the brands. It is the only way forward.

If you need any more motivation to change your advertising approach in 2021, listen to the wise words from the American industrialist Henry Ford: “If you always do what you’ve always done, you’ll always get what you’ve always got.”

- Vrushali R

The sudden global eCommerce increased during the pandemic and in-store shopping rate dropped over 50% will

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Lena Hagman A Prominent Name in the Medical Device Industry

Pertaining to the same, eminent personalities in the healthcare sector stepped forward and contributed significantly towards the fight against the pandemic. Lena Hagman, the Executive Vice President Quality and Regulatory Compliance at Getinge AB, was one among these impactful personalities.

In the following interview, Lena shares a few insights into how she, as a leader in the medical device and life science niche, has made a positive impact, and on how her company has acquired a stronghold in the Swedish healthcare market.

Below are the highlights of the interview:

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Give us a brief overview of your journey in the healthcare sector.

I have been in the medical industry my whole career. Joined Mölnlycke Health Care at an age of 19 in the finance office and after 3 years I went to the University, Chalmers School of technology in Gothenburg, Sweden. Came back after my education working in the R&D lab.

Since 1994 I have been in one or another way in the quality area with additional responsibilities mainly in R&D and operations in parallel.

What is Getinge Group and its vision, and also what are the key aspects of its stronghold in the medical device industry.

Getinge provides hospitals and life science institutions with products and solutions that aim to improve clinical results and optimize workflows.

From a business leadership perspective, what is your opinion on the impact of the current pandemic on the healthcare sector?

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It is, as always important to

be surrounded with open

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T

he global healthcare industry was put through turbulent circumstances during the initial period of the COVID-19 pandemic. Healthcare service providers were at shortage of both, workforce, and adequate medical equipment, leading to the profound loss of human life across the world.

minded and

skilled team members

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The 10 Most Eminent Women Leaders in Healthcare 2021

Lena Hagman Executive Vice President Quality and Regulatory Compliance

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It is a huge pressure to treat patients and at the same time protect themselves and colleges and will of course require a totally different short-term leadership and the healthcare professionals will take time to recover from the stress they have been through for a very long time. Long term investments will fall behind and will put some long-term scars in the health care sector.

What is your opinion on the necessity for healthcare service providers to align their offerings with newer technological developments, especially when it comes to catering to the everevolving customer needs and preferences?

I believe all manufactures always need to be close to their customers and understand their needs and work environment to create a common value for the patients and the society.

The pandemic has also shown a need that may not have been that obvious or clear and has set the new norm that each part needs to find a common way for the future.

What impact did the COVID-19 pandemic have on your company's daily operations? What efforts did you take to ensure safety of your employees at the same time?

At Getinge we have been facing both sides of the pandemic from a business perspective. Some areas are medical necessity e.g., ventilators, ECLS products where a huge demand and in other areas the

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customers are not focusing on investments or are not able to do elective surgeries.

If given a chance, what is the one thing that you would change about the global healthcare ecosystem?

In the beginning it was also a challenge to get our service techs to come to the hospitals to either maintain the devices or to even install the needed ventilators. For the medical necessity manufacturing sites, it has been a huge planning and control to keep our employees safe and still able to keep operation up and running to continue to ship those medical necessity products to help customers to save lives during the pandemic.

Big question, but I think there is a lot of 'waste & non-value added' activities at all the different stakeholders and players and time and money should be used to get a more pragmatic and sustainable ecosystem. One piece is of course to work much more in a proactive way to keep the system active where it is needed.

In your opinion, what could be the future of the medical devices sector post the pandemic? And how are you strategizing to scale your company's operations and offerings to be prepared for that future?

A lot of new insights have been received during the pandemic and will set a new standard for everyone and in all companies. I still believe a company needs to have a high-level commitment (strategy) that needs to be broken down to each department and individuals, and the pandemic has put everyone in the situation to adjust the commitment to the new expected future and the learning done during the pandemic. I also believe that companies who adjust to the new circumstances and dare to change will be more successful in the future.

As an established leader, what would be your advice to the budding entrepreneurs and enthusiasts aspiring to venture into the medical device space?

Firstly, it is a huge and interesting industry, with a very good purpose, to prevent and save lives. As it is a regulated industry the requirements should not be underestimated and the time it will take to get products approved or cleared, but at the same time it should not hold anyone back to go into the field. It is, as always important to be surrounded with open minded and skilled team members.

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Sue Schade Principal StarBridge Advisors, LLC

Sue Schade 36 | March 2021 |

A Veteran Leader Focused on Achieving Excellence in Healthcare

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The10 Most Eminent Women Leaders in Healthcare 2021

One such enthusiastic forerunner with the zeal to deliver exceptional healthcare facilities is Sue Schade, the Principal at StarBridge Advisors, LLC. A nationally recognized health IT leader, she has served as interim Chief Technology Officer at University of Vermont Health Network, Chief Information Officer at Stony Brook Medicine on Long Island, and at University Hospitals in Cleveland, Ohio.

Sue has more than 30 years' experience in healthcare information technology management and was recognized as the CHIME-HIMSS John E. Gall, Jr. CIO of the Year in 2014.

In the following interview, Sue shares her professional journey, her opinions about the healthcare industry, and how her company is scaling for the imminent future.

Give Us A Brief overview of your 38-year long journey in the healthcare sector.

I started out as a programmer in the early 1980s and moved into management soon after working my way up to regional CIO at a large Chicago based health system. I worked for a few years for an early-stage software vendor and then for a large consulting firm.

From 2000 through 2015, I served as CIO at Brigham and Women's Hospital and then Michigan Medicine before starting down the path of interim management, IT consulting and leadership coaching. With two colleagues I started StarBridge Advisors in late 2016 and have served in several interim IT leadership roles since.

I am committed to developing next generation leaders. My coaching work as well as my industry speaking and writing a weekly blog, 'Health IT Connect' at give me great joy and satisfaction.

What is StarBridge Advisors and its vision, and what are the key aspects of its stronghold in the US healthcare consulting industry.

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StarBridge Advisors is a health IT advisory firm. We collaborate with leaders and innovators to help advance healthcare with technology enabled solutions. We have supported large and small healthcare providers and vendors across the country with interim IT leaders, a wide range of advisory services, and leadership coaching. We have a nationally recognized team of experienced IT leaders who have served as either CIO, CMIO, CNIO, CTO, or CISO in provider organizations. We offer frank and honest opinions based on real-world experience as healthcare executives.

From a business leadership perspective, what is your opinion on the impact of the current pandemic on the healthcare sector?

The impact has been significant, but healthcare providers have continued to do what they do – serve the health needs of their communities. They have pivoted in numerous ways to focus on COVID-19 patients while continuing to deliver other needed care both inpatient and ambulatory. As a result, virtual care has increased dramatically, new workflows have been developed for employees and patients to ensure safe care, many non-patient care staff have worked remotely, and revenues decreased when other clinical services were temporarily suspended or greatly reduced.

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I'm always passionate about leveraging new technology in health care

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S

uccessful women leaders are transforming the healthcare sector with their dedicated endeavors and agile decision making. They focus on providing the best healthcare facilities to the patients while adopting innovative interaction procedures. These leaders are driven to eliminate all the ailments of the patients, and to bring a smile on their faces.

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What is your opinion on the necessity for healthcare consulting providers to align their offerings with newer technological developments, especially when it comes to catering to the ever-evolving customer needs and preferences?

I love being at the intersection of healthcare and technology given the constant change for both. Healthcare consulting firms must not only keep up but also stay ahead of the trends to remain useful and relevant to clients. As industry thought leaders, we are looked to for insight and advice. As practitioners with broad experience and knowledge gained over decades in many different organizations, we are asked to provide novel solutions to old problems and innovations to create new opportunities. As a small firm, we focus on our core interim management services and ensure we can address the evolving needs of our clients. In the coming year that means an increased focus on digital health strategy; ERP planning, strategy, and vendor selections; optimizing and expanding clinical systems in support of telehealth, population health, and advanced analytics; as well as cybersecurity.

What impact did the COVID-19 pandemic have on your company's daily operations? What efforts did you take to ensure safety of your employees at the same time?

We have always been a virtual company working from home when we aren't at a client site. Our daily operations haven't change during the pandemic, but we have largely done our consulting and interim work remotely for the past year.

In your opinion, what could be the future of the healthcare consulting sector post the pandemic? And how are you strategizing to scale your company's operations and offerings to be prepared for that future?

the focus for CIOs in the next year. Our operating model allows us to adjust during a downturn in business and be ready when business picks up. I expect that there will be less travel and more remote work for consulting firms post pandemic which will save costs for our clients and allow us to be more productive.

If given a chance, what is the one thing that you would change about the healthcare consulting ecosystem in US? Too often, I have seen consulting firms overstaff and overcharge for their engagements. Consulting firms need to be laser focused on the specific client's needs with the right size team and right level of consultant experience to ensure the greatest value to their clients. Our operating model and approach coupled with a few select channel partner firms allows us to do just that. And we must remember that it is all about relationships. We consider our clients to be our partners. Our work speaks for itself and as a result we have considerable repeat business.

As an established leader, what would be your advice to the budding entrepreneurs and enthusiasts aspiring to venture into the healthcare consulting space?

I never thought I'd start a business or be an entrepreneur myself. But in 2016, I wanted the flexibility to live where I wanted and work less than full-time over the course of the year. Being a "single shingle" has its limits. The power that comes with having a team of advisors to draw on has allowed us to have a much broader and deeper impact on the industry. My advice is to focus on what you know and are good at, leverage others to fill the gaps, and commit to be a constant learner. And if you start a business, be ready to work harder and more than you expected!

With healthcare providers financially constrained, there will be less reliance on consulting firms and contractors. We have seen this over the past year. On the other hand, many initiatives that were put on the back burner in the past year due to the pandemic are now starting up in 2021 and organizations are very cautiously and selectively looking at what external help they need. We have put additional focus on developing key services based on what we expect to be

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