Omnichannel Strategy
& Digital Transformation

Modernizing digital infrastructure to unify the consumer journey

🏥 MultiCare Health System 🕤 12-month initiative 🧑‍🤝‍🧑 Cross-functional team

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 deliver seamless, personalized consumer experiences at scale.

The Challenge

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

System Fragmentation

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

  • Lack of a centralized CRM and unified data layer

22%

Increase in digital communication opt-ins

Operational Impact

  • Operational inefficiencies and inconsistent patient experiences are impacting access

  • Limited ability to orchestrate cross-channel engagement or lifecycle marketing

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

Results

80%+

MyChart activation in priority regions

$1M

Permanent annual cost savings from system consolidation

Data & Journey Optimization
Eliminated data silos and improved visibility across the full patient journey

Marketing Performance
Improved lifecycle marketing performance through better segmentation and personalization

Future-Ready Foundation
Built a scalable CRM and MarTech foundation to support automation, predictive modeling, and AI-driven engagement strategies

What I Led

Omnichannel Strategy Development

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.

Web, Mobile App, Direct Mail, Social Media, Chat, IVR, SMS, Email

CRM Implementation

Led the implementation of Salesforce Health Cloud and initiated integration with Epic, establishing a connected foundation for CRM-driven marketing and care coordination.

MarTech Stack Optimization

Streamlined the MarTech stack, integrating platforms like Salesforce, WordPress, MyChart, Sprout, Evalia, and CX-One.

Journey Mapping & Engagement

Created journey maps and engagement blueprints to identify gaps, reduce friction, and enable proactive lifecycle marketing.

Referenced Materials

Available upon request

  • MultiCare Omnichannel Strategy Roadmap – Executive alignment and digital touchpoint strategy

  • Salesforce Health Cloud Implementation Plan – CRM setup, phased integration, and engagement use cases

  • Journey Mapping & Lifecycle Marketing Framework – Channel orchestration and personalization strategy

  • MarTech Consolidation Plan – Platform inventory and integration (Salesforce, WordPress, MyChart, CX-One, Evalia, Sprout, LearningStream)

  • Digital Communications Opt-In Report – Tracking patient adoption and engagement lift

  • CRM & Digital Governance Model – Cross-functional workflows, data protocols, and roadmap for predictive engagement