Allyson Collins, NYU Langone Health & Matt Crowley, MoreVisibility he demands of digital transformation can unsettle even the most seasoned content team. Take some cues from lessons learned by those who’ve already weathered the journey. In this session, you’ll learn how NYU Langone Health & MoreVisibility have paved the way for content teams to emerge successfully from digital transformation initiatives – including the hospital’s own. You’ll leave understanding how your team’s challenges may not be so different from others’ and gain tips for specific changes you can make to help position your content team as leaders in your organization. Learn more at c3.conductor.com

2. ALLYSON COLLINS | MATT CROWLEY
Lessons to Lead Your Content Team Through a
Digital Transformation
#C3NY

3. Agenda
#C3NY
Leadership
Content Teams
Digital Transformation
Lessons to lead
this through thisthrough this

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Digital transformation is not only about technology
That’s the easy part
It‘s about leadership

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Digital transformation is not only about technology
That’s the easy part
that‘s about leadership
And

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Top Risks for 2019 according to directors and the C-suite:
1. Digital transformation
2. Succession planning & talent acquisition/retention
3. Regulatory changes & scrutiny
4. Cyber threats
5. Resistance to change operations
Source: NC State, protiviti

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70%
of all digital transformation initiatives do not reach their goals.
Source: McKinsey & Company

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70%
of last years digital transformation spend was mismanaged.
Sources: McKinsey & Company, IDC

9. $900+
Billion

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Why do they fail?

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A Lack of Leadership

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Technology AND Leadership

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Fundamentally, it’s because most digital
technologies provide possibilities for efficiency
gains and customer intimacy. But if people lack
the right mindset to change and the current
organizational practices are flawed, DT will
simply magnify those flaws.
- Behnam Tabrizi
“
”
Source: HBR

14. #C3NY
Fundamentally, it’s because most digital
technologies provide possibilities for efficiency
gains and customer intimacy. But if people lack
the right mindset to change and the current
organizational practices are flawed, DT will
simply magnify those flaws.
- Behnam Tabrizi
“
”
Source: HBR

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Transformation is also made more complex by:
Disruption
Digitization
Changing Consumer Behaviors

16. Largest Publicly Traded Companies by Market Cap
#C3NY
Tech
companies
2006
2019
Sources: Visual Capitalist, Google Finance

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15desktop searches
63%
Non-brand
searches
Before converting on a hospital
website, consumers conduct:
Source: Path to Treatment, Google + Millward Brown

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2 : 6
offline online
Source: Path to Treatment, ComScore

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25. • Why are we not ranking
for ___ keyword?
• How can we be more
customer / patient
focused?
But they often ask…Stakeholders may
view content as…
• A cost center
• Lacking direct value
• As a nuisance during DT

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270
unique
websites

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270
none dedicated
to patients

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1.2 M
unique
web pages
270
none dedicated
to patients

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270
none dedicated
to patients
1.2 M
no centralized
patient content

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How can we serve our largest audience
without a centralized location for
patient-focused content?

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How do we build for the future?

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Focus on Your Organization
Focus on Your Team
Focus on Your Audience

37. 1. Build consensus & get buy-in from internal stakeholders
2. Use external data to help make your case
3. Strategy first, tools second
4. Have a style guide
Focus on Your Organization (Change Management)
#C3NY

38. 1. Have a startup mentality
2. Build the right team with thoughtful hiring & an honest assessment
of your current team
3. Empower passionate & innovative employees
4. Create an open environment where it’s ok to not know
5. Communicate clearly & regularly to your team
6. Foster more collaboration with designers & developers
Focus on Your Team
#C3NY

39. 1. Don’t lose sight of your audience, both internal & external
2. Balance decisions with new quantitative data & existing qualitative
insights
3. Consider your future audience when building for the future
4. Look to other industries for insights on consumer expectations
Focus on Your Audience
#C3NY

40. GO

41. Thank you!
Matt Crowley
#C3NY
www.linkedin.com/in/allysontcollins
Vice President, Digital Services
MoreVisibility
Allyson Collins
Sr. Director, Digital Communications
NYU Langone Health
www.linkedin.com/in/matthew-crowley

42. #C3NY