Health Care Consumer Experience: Disney Veteran Helps Health Care System Boost Its CX
Kevan Mabbutt, chief marketing officer and chief consumer officer, Intermountain Healthcare
It is a trend that has been developing for several years but accelerated with the COVID-19 pandemic. Much of the industry continues to lag, but some health systems got an early start several years ago when they hired executives from other industries to help them become more consumer-focused and guide their digital transformation.
One of the first was Intermountain Healthcare, in Salt Lake City, Utah. Intermountain went to one of the most consumer-focused companies in the world when it brought in Kevan Mabbutt from The Walt Disney Company in California.
Before he arrived at Intermountain, Mabbutt explains, the system already had a robust website, social media team, and a digital marketing program in place. When Dr. Marc Harrison, MD joined Intermountain Healthcare as president and CEO in 2016, he knew there was a great need to increase the focus on the health care consumer experience at the system.
Mabbutt is focused on identifying what consumers expect from health care providers and how to use digital technology to meet their expectations. He joined Intermountain in 2017 after working as global head of consumer insight at Disney, where he led the company’s consumer experience efforts for theme parks, cruise lines, resorts, retail, and digital businesses.
Health Care Consumer Experience Farther Behind Than Anticipated
Now, nearly four years after joining Intermountain, Mabbutt says he thinks he was mostly correct in his evaluation. “I had the basic themes of where health care was behind about right,” he says. “What I probably didn’t get right was the magnitude.”
Learn more: Health Systems Look Outside the Industry to Up Their Digital Marketing Game
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