At Cleveland Clinic, CIO Matthew Kull is seeking to marry two vastly different disciplines: medicine and marketing. He’s succeeding with the help of a new industry cloud that takes care of essential tasks for healthcare providers while enabling Cleveland Clinic to look at patients through a marketing lens. “Patients have healthcare records, but they are also customers,” asserts Kull.
Considering patients as consumers might seem jarring but doing so paid off during the COVID-19 pandemic when Cleveland Clinic needed to reach out to patients who were skipping cancer screenings, like colonoscopies and mammograms, because they were avoiding hospitals.
