Transcript

Alright, we're here live from HMS in Orlando, FL and I'm here with Ben Seiden. Ben, welcome. Yes, thank you so much, Chris. It's, this has been a fantastic conference. I love it every year. Yeah, it is. I, I agree. It's a really outstanding conference and there's been a lot of great sessions including the one that you did yesterday, which we're going to talk about. But before we jump into that share a little bit about yourself. Sure. So my name is Ben Seiden, Vice President of Healthcare Strategy for Salesforce prior to Salesforce. I did the digital transformation for the marketing team at Franciscan Health in Indiana where I stood up the Salesforce practice, the CRM and the the marketing instance and so. Now I get the opportunity to talk to our customers across the country about what they're doing and help them strategize and think about what's next. And I think that's really important because because particularly we know there's this adage that technology is designed to help us be more efficient and improve the work that we do. Yet oftentimes, particularly with large softwares like Salesforce, yeah, you sometimes when it's introduced to your environment, suddenly things change and you might have some technology. Paralysis. Sure. So it's great that you kind of walk the walk. Yeah. And and are able to kind of help contextualize that. And I'm using that as kind of a segue to what we're going to talk about. Sure. What you presented yesterday was really fascinating. So why don't we share a high level sort of the concept of what you and Andy shared? Sure. Look at the end of the day. We've been talking about health care becoming more consumerized. For a decade, yeah, right. It's never been more true than it is today. And you know, you think about what are the quotes that I found when I was doing preparing for the talk said basically. Healthcare consumers demand Netflix level of personalization, but Fort Knox level privacy yeah, which is exactly sums it up right That's more accurate for the people that you really want to hit you really want to hit those commercially insured that's where you're going to find your your real value and those people have the highest demands so if we're making. Software decisions, we're making marketing decisions based on the lowest common denominator. That's who we're going to hit. It's the really forward-looking customers like Andy who I presented with it at You Chicago Medicine who understand that we really have to be reaching for those commercially insured customers because they're the ones that pay the bill. When I was at Franciscan Health, we always said where there is no margin, there is no mission and we had to be the one. In marketing that we're laser focused on driving margins well and not only, I mean, I 100% agree with that, but. The other thing is, is that those people tend to be the most digital consumer, digitally consumer driven, yeah, so to speak. They they're they're savvy, they have the technology, they're out those channels that you want to you want to be able to reach out. But one thing I loved about what you and Andy were talking about is this was a data-driven decision. I mean, and he's a data guy, right? Yeah. So you use some data to kind of to analyze and understand where those specific target markets that you're trying to reach and then you. Leverage technology to reach him in a Netflix. Or I don't wanna say Amazonian way, but yeah, in a certain way. So talk a little bit more about that. Yeah, 100%. So Andy's done a really great job of saying I want to get data that I can to a point where I can use it. One of the things I said yesterday is. If a data that's not actionable is just trivia, yeah, it's just sitting on the shelf. And Andy and his team have done a really good job of using the Salesforce platform, using our Data Cloud instance to bring in the important information from the ER, but also your behavioral information, your, your geographic information, all of those different pieces of data that's going to really help you personalize that experience. And then they're personalizing. Every website visit, every e-mail message, every instance that they have and they they just are, they're now moving forward with our AI technology to be able to do even voice agents who can help to really, you know, AI is not intended to remove the human. It's intended to give our at least from our perspective at Salesforce, it's intended to use. Our humanization at scale, right just to make it scalable. And that's really what Andy and the really forward-looking healthcare folks are are are trying to do and and and are being really effective at. Yeah, absolutely. And I love that that fact right. And we just saw keynote today this morning where she was talking about the fact that technology is meant to enrich our lives and technology with purpose. And I think that kind of alliance a lot to what you you both were talking about is. Obviously you've built the the personalization, you understand now who your customers are, you have the data to drive that. But now taking it a step further is using the technology to help them further down the care pathway. Yes, and do it in a way so that you're not driven to these dead ends, right, right. You know, because you're able to find now. Predictable patient, our appointment availability, yes. And be able to spin up demand for that available provider, right? Yeah, sure. A little bit more about that, absolutely, we're able to say. So what Andy does is he doesn't just build his segmented audience around his patients or his consumer population. He also segments his physicians and he says, I know which physicians have availability to take new patients. I know which physicians have these particular specialties. And by the way, Ding, Ding, Ding, I also know which physicians will do online scheduling. Yes. And if they won't do online scheduling, then they're not going to get the the support of the marketing department. Carrot and a stick, right? Yeah, we, we've got these great things. You've got to play ball with us. So he's done a really good job of really using the Salesforce technology to identify those those areas. And then to again action off of it. And, and one of the things that we really like about the data cloud product that we have is that I build the segment and as soon as that person falls into the segment, I'm also activating off of it. I'm no longer when I was in seat, I would have, you know, 100 spreadsheets with two million names on each one on each one of my Excel files and I'm sitting on a whole lot of Phi. That I shouldn't have and that a, a bad actor shouldn't get access to, right. So the data cloud allows the marketer to build that solution, build that out and then activate off of it and never see any of the Phi, that marketer never has access to it. And all of its done real near real time depending on how you have it set up. And that's how we're going to start to be at that level that the digital healthcare consumer demands today, right? They are expecting that. I think it does. Experiences. Together that I mean, it couldn't, it couldn't be done without the right technology. And you're right, ten years ago we wouldn't have that. So I think I do really see this as one of the Super applications of AI and the future is to be able to process that data and to be able to activate that now. So it's really kind of fascinating, OK. But then you're on the forefront here and I know you represent you work with a company that's on the forefront too. OK. So you're from now or two years from now once this becomes now part of what everybody is doing. What's next? What do you think is going to happen? Where are we going? I well, we're really talking about our agent Force platform right now and that's just going to expand and that's just gonna get better and we're really going to be seeing that those. Those agents are going to be delivering real personal experiences to their patients. And it's not it's no longer going to be press 1 for yes and press 2 for no. It's going to be, would you like me to send your prescription to this address? Sure, that would be great real conversations with somebody who feels real. And then we've got those guardrails that say, but agent. Virtual agent, don't go past this, right? We've told you you can. You can change a shipping address, but you can't change an appointment. That has to be done by a human right or whatever the case may be. We set up those guardrails. And we also did a session yesterday with Celia van Linton, who is one of my all time favorite people and also super smart with with the legal. And she's talking about where we're still in this wild, Wild West. So we have to be very responsible with the way that we use technology, but we also can be progressive and we can move forward because it's the right thing to do. I love it. You're promising. The world in the future without phone trees and respectful way. Ohh, my goodness. Then thanks for joining us today. It really appreciate the conversation and great to see you. Yeah, great to see you. Thanks, Chris.