Omnichannel Strategy & Digital Transformation

Unifying the digital experience through CRM and omnichannel strategy.


I led enterprise-wide digital transformation that integrated CRM, EMR, and marketing systems—enabling omnichannel engagement, improving care coordination, and building a scalable, data-driven foundation for personalized marketing and connected experiences.

Overview

At MultiCare Health System, I led a digital transformation initiative to modernize and unify the organization’s digital, CRM, and marketing technology infrastructure. At the center of this work was the creation of MultiCare’s first Omnichannel Strategy—a cross-functional roadmap that connected all consumer-facing platforms and enabled cohesive engagement across the patient journey. Our goal was to reduce friction, improve operational efficiency, and create personalized, seamless consumer experiences.

The Challenge

MultiCare’s digital ecosystem had grown fragmented over time due to point-specific solutions and siloed departmental ownership. Key challenges included:

  • Disconnected tools and communication channels (e.g., chat, SMS, phone, email)

  • Lack of a centralized CRM and consistent data layer

  • Operational inefficiencies and inconsistent consumer experiences

  • Limited ability to personalize or orchestrate cross-channel engagement

We needed to bring structure, strategy, and integration to the full digital and CRM environment.

Results

  • Eliminated data silos and improved visibility into the full patient journey

  • Increased patient opt-ins for digital communications by 22%

  • Enabled targeted lifecycle campaigns with improved personalization and engagement

  • Laid the foundation for future innovation in automation, predictive engagement, and AI-driven orchestration

  • Built a scalable CRM and MarTech framework to support long-term growth and performance marketing

What We Did

  • Defined and implemented MultiCare’s first Omnichannel Strategy, aligning web, mobile app, direct mail, social media, chat, IVR, SMS, and email under one cohesive engagement framework

  • Led the integration of Salesforce Health Cloud with Epic, enabling unified patient records, segmentation, and care coordination

  • Streamlined the MarTech stack by integrating Salesforce, WordPress, MyChart, Sprout, Evalia, and additional platforms

  • Developed governance and prioritization models to ensure clinical value, data quality, and future scalability

  • Partnered with IT, Patient Experience, Operations, and Marketing to ensure end-to-end alignment and cross-functional ownership

  • Created journey maps and engagement blueprints to identify use cases for proactive outreach, lifecycle engagement, and guided interactions

Referenced Materials

Available upon request

  • Final MultiCare Omnichannel Advisory Projects – Executive Briefing and Strategy Deck

  • Marketing_CRM Requirements – Integration and activation roadmap

  • Customer Journey Map – Use case alignment across digital touchpoints

  • MCX_ET Strategic Plan – Funnel performance and segmentation

  • Project Plan_MHS_ConsumerJourney – Governance model and operational roadmap