Healthcare Providers: Understand the True Impact of Your Marketing Investments 

Hospitals and health systems spend millions of dollars on digital marketing each year, but many marketers are unable to measure how these efforts impact real-world patient decisions and health outcomes. Digital campaign measurement strategies have long relied on click-through rates, Google Analytics (website visits), and lead tracking (landing pages and vanity 1-800 numbers). However, these proxy metrics miss something significant—insights into health behavior. Without this key information, marketers make very expensive decisions without knowing whether their efforts actually drive new patients to their facilities.

To address this gap, a new measurement standard has emerged that encourages marketers to focus on deeper, audience-centric insights about campaign performance. Brands in consumer-focused industries have long leveraged innovative data analytics to measure offline behaviors driven by digital marketing, and the healthcare industry has finally joined their ranks. Thanks to newly developed healthcare measurement platforms, marketers can finally address key business questions, such as:

– Does my digital marketing drive patient visits to my physicians and specialists?

– Are my digital service line campaigns reaching my target audience?

– What is my market share among the audience exposed to my marketing?

With these insights and more, marketers can understand the full impact of their marketing, measure the ROI of their investments and determine the cost per new patient acquired.

Click here for full access to the whitepaper!

Transforming Digital Retail with DTC Friday

With Black Friday and Cyber Monday heavy on consumers’ minds, former Google sales chief turned entrepreneur, Tim Armstrong, has added another day of shopping to the list this holiday season. It’s called DTC Friday, and it occurs 2 weeks before Black Friday, falling on November 15th this year. According to an official statement released by Armstrong’s company, the dtx company, “DTC Friday is the first national shopping holiday that celebrates and empowers the DTC movement by connecting shoppers with direct-to-consumer brands and with their favorite charities”.

The holiday is complete with a charitable incentive; $5 for every purchase made at a participating company on DTC Friday will be donated to a charity of the customer’s choice. Armstrong hopes the charitable element and rallied support for the DTC community will be enough to compete with the steals offered by the biggest retail giants.

The question this new holiday poses is whether it will spark other companies to rethink their current distribution strategies. Ben Hordell, a partner of DXagency, has high hopes for the new shopping holiday, according to an interview with Marketing Dive. He foresees the Cyber Monday spinoff becoming a “virtual mall” of sorts, provided that DTX continues to bring in good companies with similar values. The DTC movement seems to be somewhat of a foolproof marketing venture for brands that already sell directly to consumers, as joining the movement comes at no cost to the companies themselves. Participating brands are not even required to offer discounts on DTC Friday; joining can be as simple as adding the brand name to the DTC website. This movement is all about creating a community of similar, non-competitive brands that challenges the “one-stop-shop” approach to online shopping revolutionized by Amazon. This allows each company to gain exposure, monitor its own brand image, and boost website traffic.

Armstrong cites Nike as an example of a company that has pulled its products from Amazon in order to sell directly to consumers. Last week, Nike confirmed that it would end a two year pilot between Nike and Amazon that aimed to limit the number of counterfeit Nike products in circulation. Nike agreed to sell a select assortment through Amazon- after years of refusing any deal with the online retail giant- in exchange for stricter counterfeit enforcement. However, after two years of testing this agreement, Nike has decided to end the deal in order to focus on upgrading the customer experience through more direct interaction with customers, both in Nike stores and on the brand’s website. Nike will not be joining the DTC movement any time soon, though. A Nike spokeswoman told CNBC that the brand will “continue to invest in strong, distinctive partnerships for Nike with other retailers and platforms to seamlessly serve our consumers globally.”

While major brands like Nike have not fully committed to the DTC community just yet, it’s only a matter of time before more and more brands decide to part ways with large retailers and online platforms. With so many competitors in the market and deals becoming harder and harder to beat, consumer experience is becoming the differentiating factor. The direct-to-consumer startups participating in DTC Friday are already on their way to forming personal and direct relationships with their consumers, but if Tim Armstrong’s new retail holiday is going to become a mainstream event next holiday season, some more well-known brands, like Nike, may need to follow their lead.

Transformational Retail AssemblyRetail Marketing

C-Level experts from across North America’s retail industry are coming together in Las Vegas in March to anticipate the highly complex digital retail environment that will develop over the next few years.

Through a cutting-edge program designed by the industry, for the industry, we will provide a fresh and up-to-date insight to help move your organization to the next level of digital leadership. A series of executive education roundtables, keynote presentations, collaborative think tanks, educational workshops, and networking sessions will offer industry-specific topics and trends to ensure your company sustains its competitive advantage.

Are you interested in becoming a sponsor for this event? Click here today to learn more >>

Are you interested in attending this event? Inquire here today to find out if you qualify for Millennium Membership >>

The True Cost of the Last Mile

As a result of Amazon’s impact, customers expect increasingly frequent & fast deliveries, and by all means, this has affected a number of industries thanks to their dominance in a variety of product categories. The main challenge in the fulfillment of delivery expectations is the crucial “last mile”- defined by Capgemini Research Institute as “the final leg of the journey where a product lands in a consumer’s hands”. 

Although 75% of consumers are willing to spend more for an exceptional delivery service, this “last mile” in the delivery process has posed a number of problems- most notably, it typically covers 41% of all supply chain costs, and according to Capgemini Research Institute’s analysis, US grocers’ net profits may fall by 26% over the course of 3 years if the “last mile” delivery isn’t optimized. Further speaking to the scale of this issue, Business Wire reported that 44% of survey participants stated that the expectation to process and deliver goods faster is the #1 most challenging customer expectation to meet. 

Present methods are grossly unsustainable, and even Amazon has suffered a 9% drop in their stock due to shipping costs affecting profitability. Yet in order to keep up with customer expectations, retailers are left with no choice but to provide that faster service. This is why delivery innovation will remain a priority across all industries in 2020, with autonomous vehicles & drones increasingly being used by the likes of Alphabet Inc., Uber, CVS, Postmates, Walmart, USPS, Fedex and Amazon. 

Pharmacies have taken particular notice to drone deliveries as their products’ compact size & weight align with drones’ current capabilities. Just last week, CVS completed their first residential drone delivery, and President of CVS, Kevin Hourican announced, “We see big potential in drone delivery in rural communities where life-saving medications are needed and consumers at times cannot conveniently access one of our stores.” Similarly, Alphabet Inc’s Wing, in collaboration with Walgreens, has begun delivering over-the-counter medications and convenience items to Christiansburg, Virginia. 

At the consumer level, increased efficiency and speed of delivery has dramatically simplified our lives, but we cannot deny that innovation industry has created a massive disruption in the supply chain that must be addressed sooner rather than later. Current models are conclusively unsustainable even for tech giants like Amazon, so how might this impact the future of small and local businesses? Is one-day delivery worth comprising small business as we know it? 

 

Women in Data’s Latest Diversity Research Report

If you play a role in hiring for your organization, we value your input. The Millennium Alliance is partnering with UC Davis Graduate School of Management and Women in Data, a non-profit with a mission to increase diversity in data careers. A survey is being conducted in order to understand how companies view and approach hiring a diverse workforce, especially when it comes to data careers. 

We asked Sadie St. Lawrence, Founder & CEO of Women in Data, what she hopes this survey will achieve, and she replied, “We know that most companies and hiring managers care about diversity yet still struggle to see progress. With our first annual industry survey we hope to use this information to learn from each other on what is working and what isn’t working. We appreciate you being an ally and sharing your experience with us.”

Hemant Bhargava from UC Davis Graduate School of Management elaborated, “A diverse workforce, and processes to achieve it, is vital for both fairness and business success. This survey will look across organizations to see what’s been tried, what’s working, and how we can help to achieve better diversity processes and results. Let’s measure, analyze, and improve!”

Your input is crucial to help build a data-centered understanding of employers’ views on diversity so that we may build a better way forward. The survey takes 5-10 minutes to complete, you can fill out the survey here!

Why So Many High-Profile Digital Transformations Fail

How do smart, experienced leaders make decisions that don’t look so smart in hindsight? They made the investments, they got a lot of exciting feedback from their digital leaders and from the press, they increased the investments, and the cycle repeated.

However, while their companies had plenty of resources, the big digital bets did not pay off quickly enough, or richly enough, to counter the drain they represented on the rest of the business. We think there’s something more here than executive over-exuberance or slowing markets.

This kind of unfortunate decision has happened over and over again, in wave after wave of transformative business technology. It happened with analytics and big data, when companies like Sears and Zynga invested millions in creating analytics units that never paid back their investments. And now it’s happening with digital transformation.

Go here for full access to the exclusive whitepaper!

Innovation Study Tour

Nutanix has recently announced their Innovation Study Tour, an intimate one-day event where they’ll cover strategies to navigate and lead through digital transformation. This free one-day event is taking place on Tuesday, December 10th at the Four Seasons Palo Alto.

Join key industry leaders, IT executives & featured speakers:

Dave Knox, Best Selling Author and a Digital Transformation Expert will share his thoughts on how companies can develop the business fundamentals, strategies, and solutions to identify and create innovative models.

Gauthier Vasseur, UC Berkeley Professor, President & CEO at Data Wise, will share his perspective on how companies can operationalize their digital transformation by bringing applicable knowledge to data management in order to foster collaboration and innovation.

Wendy M. Pfeiffer, Chief Information Officer at Nutanix, will weave the story together in a meaningful way, so that you walk away feeling confident about taking the necessary risks to adapt to a new reality and tips on how to lead through change.

To RSVP, secure your spot here!

The Millennium Alliance Adds New Tech Giants to Already Impressive Enterprise List of Customers by Coming to Terms with Oracle, Verizon & Microsoft

NEW YORK – November 4, 2019 – The Millennium Alliance, an invitation-only organization for Senior-Level Executives and Business Transformers, today announced a few of their latest 2020 partnerships with some of North America’s most successful companies. Since being recognized this summer as No. 2375 on Inc. Magazine’s annual Inc. 5000 list, the most prestigious ranking of the nation’s fastest-growing private companies, Millennium has continued to build off this momentum through agreements with Oracle, Verizon, and Microsoft.

Adam Pasieka, Senior Director of Cisco and long-term Millennium Alliance customer said “Cisco continues to find value and meaningful customer interactions at the Transformational CISO Events. The ability to review customer interests and priorities in advance of the scheduled 1:1’s ensures a purposeful discussion every time and sets this event apart from the others. When I sit down with customers, they all say, “I’m already a Cisco customer, what do we have to talk about?” They are then surprised to hear about how broad our portfolio is and the relevant solutions we have for their immediate challenges. The ones they outlined themselves in the advance profile.”

These latest strategic partnerships speak volumes to the tremendous level of trust that these renowned organizations have in The Millennium Alliance’s ability to position them to build new relationships and enable business transformation with future customers. To see even more of the powerful partners that Millennium is working with, check out their packed calendar of assemblies and digital transformation online community for the remainder of this year and through 2020.

ABOUT THE MILLENNIUM ALLIANCE
Headquartered in Midtown Manhattan, The Millennium Alliance is a leading technology, business, and educational advisory firm. Focusing primarily in areas such as business transformation, executive education, growth, policy, and need analysis, Millennium is quickly becoming one of the most dynamic locations for collaboration across the world.

We provide a framework for Fortune 1000 C-Level executives, leading public sector/government officials, and thought leaders across a variety of disciplines, to meet their peers, understand industry developments, and receive an introduction to new technology and service advancements to help grow their career and overall company value. With a constant thirst for a conversation that has real value, it is our duty to provide a platform for all leaders to further develop in an ecosystem of innovation and knowledge so all parties can continue to shape the real purpose of business: to make things efficient and worthwhile.

Welcome our Newest Keynote Speaker, Claus Torp Jensen!

We’re gearing up for our Healthcare Payers Transformation Assembly in Las Vegas, NV on December 4-5th. We’re proud to announce that Claus Torp Jensen, Chief Digital Officer and Head of Technology for Memorial Sloan Kettering Cancer Center, is our Keynote Speaker for this assembly!

About Claus Torp Jensen: 

Claus is the Chief Digital Officer and Head of Technology for Memorial Sloan Kettering Cancer Center. He oversees the integration of data and technology resources and develops the data and digital platforms that will enable MSK to meet critical patient care and research objectives. Claus also directs the operations of Information Systems, Health Informatics, and Data Products, as well as other core components of MSK’s information technology ecosystem. He works closely with leaders across MSK to design, create, and optimize solutions that benefit patients, researchers, clinicians, and administrators. Claus is a transformational change agent with a track record of driving multi-year transitional agendas in large organization, bringing together ideas, people and technology. His background prior to MSK spans 20 years of transformational leadership roles at Danske Bank, IBM and as Chief Technology Officer of CVS Health/Aetna. During his time at IBM he was a trusted advisor on business and IT transformation journeys for many of the Fortune 100 companies. 

Healthcare Payers Transformation Assembly

The Millennium Alliance is pleased to announce that the application for the Healthcare Payers Transformation Assembly is now open. North America’s most prominent IT and business leaders from the Healthcare Insurance industry will be gathering to discuss how to adapt to the industry’s customer-centric makeover. 

Are you interested in becoming a sponsor for this event? Click here today to learn more >>

Are you interested in attending this event? Inquire here today to find out if you qualify for Millennium Membership >>

 

Q&A with Our Keynote Speaker Ben Rhodes

We are just a few weeks away from our latest Transformational CISO Assembly in Nashville! We are excited for the leading cybersecurity experts to join us and of course, the Gala Dinner where our Keynote Speaker Ben Rhodes will take the stage. Ben is the Chair of National Security Action, Author of The World As It Is and Former Deputy National Security Advisor to President Obama.

I had the privilege to sit down with Ben for #MillenniumLive to discuss global cybersecurity, his passion for public service and of course his upcoming Keynote.

About Ben Rhodes:

Ben Rhodes is the author of the New York Times bestseller The World As It Is; a contributor for NBC News, MSNBC and Crooked Media; the co-chair of National Security Action; and an advisor to former President Barack Obama. From 2009-2017, Rhodes served as a Deputy National Security Advisor to President Obama. In that capacity, he participated in nearly all of President Obama’s key decisions, and oversaw the President’s national security communications, speechwriting, public diplomacy and global engagement programming. He also led the secret negotiations with the Cuban government which resulted in the effort to normalize relations between the United States and Cuba, and supported the negotiations to conclude the Joint Comprehensive Plan of Action (JCPOA) with Iran. Prior to joining the Administration, he was a Senior Speechwriter and foreign policy advisor to the Obama campaign. From 2002-2007, he worked for former Congressman Lee Hamilton, supporting his work on the 9/11 Commission and Iraq Study Group. A native New Yorker, Mr. Rhodes has a B.A. from Rice University and an M.F.A from New York University.

What is your greatest strength, and how has that impacted your career trajectory? 

I hesitate to select a greatest strength, because I think we always have to be mindful of the need to get better at whatever we are doing. One lesson that I have learned, though, is that it is always important to work for people and organizations I believe in, or on issues that I care about. When you believe in what you are doing, and respect who you are working with, you will be better at everything that you do, and you will be willing to work harder and smarter. As someone whose core skill is writing, I’ve also been able to distill complicated issues or situations into a story that is understandable and accessible, and connected to a larger whole – whether it’s a broader political or policy agenda. That particular skill has helped me throughout my career – whether I was writing a speech, building a communications strategy, or making the case for a particular policy. We tend to experience the world through stories, and there will always be a need to fit the information around us into a story that is understandable.

Where does your passion for public service come from? Has it been in your DNA all of your life or did you have a certain experience that triggered your passion?

My entry into public service was triggered by the 9/11 attacks. I was living in New York City and working on a political campaign, and witnessed the attacks as they unfolded. I decided that I wanted my life to be about the next chapter for our country – how America would respond in the world – and I set out to build a career at the intersection of foreign policy, writing and public service. The key decision for me was wanting my life to be connected to the events shaping things around me, and seeing public service as a vehicle to pursue positive change in the world. Public service allows you to be a part of something bigger than yourself – to work as part of a team with so many other people, to test yourself by having to respond to events beyond your control, and to do things that can make a tangible difference in the lives of others. It can be frustrating and subject to the vagaries of politics. But you always have to remember that in a democracy, you have a certain amount of agency, and the politics and public service is ultimately what all of us choose to make of it.

What resources do you recommend to someone looking to gain insight on becoming a better leader? 

Whatever field you are in, it is essential to study the people who went before you. As a presidential speechwriter for 8 years, I never went to work on a major speech without reading samples of similar speeches that were written before. As a diplomat negotiating our normalization of relations with Cuba, I carefully studied similar negotiations – with Cuba and other adversaries of the United States – before settling on a strategy. As a manager of a team for 8 years in government, I looked at how other managers chose to lead – stylistically and substantively. To become a better leader, you have to look to examples of people who have succeeded – and failed – at whatever it is that you are setting out to do. You will get new ideas, new perspectives, cautionary tales, and inspiration. Above all, you will feel less alone in what you are trying to do.

 In your opinion, what is the greatest challenge that cybersecurity is currently facing? 

Technology is advancing at a pace that often exceeds our capacity to manage cyber security risks, and to mitigate unintended consequences. As Artificial Intelligence (AI) extends the horizon of what is possible, it can offer new defenses against cyber attacks, but it can also create new vulnerabilities. This is taking place against a backdrop of increased national competition, as nations like China rush to beat the United States in developing new technologies, nations like Russia are becoming more assertive in conducting cyber attacks and disinformation campaigns, and the United States itself removes itself from a system of international laws and norms. Ultimately, to deal with new risks, we need new cooperative approaches among nations to establish norms and greater transparency, and more dialogue among governments and the private sector to understand the vulnerabilities introduced by new technologies.  

What global cybersecurity risks do you foresee on the horizon? 

As the technology landscape around us continues to change, threats will continue to multiply. A lot of the risks will be familiar in the private sector – ransomware and malware, supply chain disruption, data security, outright theft – but the approaches utilized by adversaries will evolve along with innovation. This is particularly true as governments who flout cyber norms become more advanced and aggressive in their tactics. For governments, this presents the challenge of continuing to update how we think about national defense, as critical infrastructure becomes more vulnerable to disruption. For individuals, this means that daily functions that increasingly rely on technology could also be disrupted. That is why I think risk is compounded if governments don’t find more effective ways to work together, and to work cooperatively with the private sector.

 We are excited to have you join us next month as Keynote Speaker. Can you give us a preview about the message or story you want to convey to our audience? What are you hoping to instill upon the executives?

I look forward to talking about how my interaction with cyber-security evolved during my 8 years in the White House: from being the victim of cyber-attacks by the Chinese government during the 2008 Obama campaign, through the work that we did to try and develop new tools and approaches for cyber security, to considering where offensive cyber capabilities fit into the national toolkit, to responding to cyber-attacks which raised difficult questions around public attribution and response – from the North Korean attack on Sony, to the Russian intervention in the 2016 election. Since leaving government, I’ve been struck by how quickly the cyber-security landscape continues to change along with technology and innovation – and to outpace the public policy response – raising additional questions about how we can more effectively work together to secure individuals, companies and governments from cyber threats.

What are you most looking forward to at Millennium’s Transformational CISO Assembly?

I’m looking forward to being around a broad cross-section of private sector leaders who are all trying to find new ways to understand and respond to a changing world around them. Convenings like this are an essential way for people to learn from one another, to share experiences and ideas, and to hear from others who can share different perspectives. That’s the only way that we can collectively deal with cross-cutting challenges like cyber-security.

Thank you for joining us Ben! 

About Transformational CISO Assembly

The Millennium Alliance is thrilled to present our bi-annual Transformational CISO Assembly, taking place in Nashville, TN.

With the instances of cyber attacks increasing, businesses of all sizes are working tirelessly to secure their networks, devices, and data. Fortune 500 organizations are especially vulnerable as they have big data pools and thousands of people who need access. CISOs need to plan for worst-case scenarios, stay ahead of the latest IT Security transformation technology, and maintain their company’s information assets, all without losing sight of the corporate culture.

Are you interested in becoming a sponsor for this event? Click here today to learn more >>

Are you a CISO interested in attending this event? Inquire here today to find out if you qualify for Millennium Membership >>

 

Moving Forward with IoT and IoP

451 Research’s very own, Jordan Mckee, recently contributed to Forbes regarding his thoughts on IoT’s rapid expansion, and correspondingly, IoP’s climb into the mainstream. He found that although IoP will drive an estimated $7.5B in US transactions alone by 2022, there are several challenges that need to be addressed before sustainable growth can occur, namely, building customer trust, integration and enablement with companies that are generally unacquainted with transactions & the ensurement of security and authentication of financial data. 

 As reflected in Figure 1, the integration of payments in IoT gives opportunity for data collection and increased personalization, thus leading to heightened customer engagement and impulse buying. Of the challenges that McKee addresses, there lies a central theme: we’re facing the data privacy paradox in nearly every aspect of our lives. 

In a recent study, “72 of the 81 IoT devices tested shared data with third parties completely unrelated to the original manufacturer. And the data they shared went far beyond just basic information about the physical device being used – it also included IP addresses, device specifications and configurations, usage habits, and location data.” 

With the influx of massive data breaches in the last 6 years, particularly in banking, it’s imperative that before IoP reaches status quo, increasing security, privacy, and authentication are achieved. Otherwise, we have an entirely new beast to conquer. 

Jordan McKee, Research Director with 451 Research & Forbes Contributor, will we attending our Digital Enterprise CIO & FSI Transformation Assembly next month, for more information, go here!

Google’s Newest Healthcare All-Star: Karen DeSalvo

Former Millennium Alliance Keynote Speaker & Obama Administration Health Official, Karen DeSalvo, has recently been appointed as the first Chief Health Officer at Google. The tech giant has recruited an all-star group of healthcare leaders, including former FDA Commissioner, Dr. Robert Califf, in stride of their ambitious efforts to disrupt the US healthcare market. 

Some of the most notable projects on Google Health’s radar include research on AI-driven cancer diagnosis to catch the disease before becoming life-impairing, as well as computer eye-screenings for diabetic retinopathy prevention, the leading cause of preventable blindness.

According to CNBC, “DeSalvo will advise Google on providers, doctors and nurses across the company’s cloud unit and Alphabet’s life sciences arm Verily, where she has been on the advisory board.” 

Given DeSalvo’s extensive background in both the public and private sectors, and her mainstay mission for affordable, high-quality healthcare for all, we’re excited to see how she’ll contribute to Google’s vision for a tech-enhanced future in healthcare. 

Digital Healthcare Transformation Assembly

The future of healthcare is digital. With the FDA providing clarity with the launch of new regulations regarding digital technology in 2018, developers and healthcare industry stakeholders alike are working to transform the patient experience.

The healthcare landscape is changing. The on-demand patient increasingly favors digital technology and platforms. According to Pew Research, a third of Americans have gone online and searched symptoms, in an attempt to diagnose a medical condition.

The US healthcare industry is unique, as it markets direct-to-consumer or direct-to-patient. Digital marketing technology is enabling healthcare marketers to talk directly to consumers in a new, more engaging way.

The Millennium Alliance is pleased to announce our bi-annual Digital Healthcare Transformation Assembly will be taking place on November 20-21, 2019.

Are you interested in becoming a sponsor for this event? Click here today to learn more >>

Are you a Digital Healthcare Executive interested in attending this event? Inquire here today to find out if you qualify for Millennium Membership >>