Background:
The healthcare industry faces many problems - affordability, substandard customer service and inconsistency in care quality, and is not designed around the customer needs, leading to a subpar service experience. Despite encouraging improvements in treatment innovation, the delivery of care is inconsistent, resulting in variations in the quality of care that further compound these problems. We must reimagine a system that is built around the needs of the people we serve with high-value solutions to these pain points.
Baylor Scott and White Health (BSWH) is building a customer-focused strategy to solve these problems. At the heart of this strategy is BSWH?s flagship digital product, MyBSWHealth. MyBSWHealth is a web and mobile application built on a modern tech stack that allows BSWH customers (patients, health plan members, employers) to seamlessly interact with every facet of BSWH?s offerings via an intuitive and cohesive user experience. With over 3 million registered users, 800k+ monthly active users and a 4.8 App Store rating, MyBSWHealth is one of the most heavily utilized and loved health system apps in the country.
Position Summary:
As the Director of Digital Health, Customer Engagement, you will be responsible for leading a team focused on driving customer activation and engagement outcomes in MyBSWHealth in service of delivering positive health outcomes for our customers. Examples of initiatives this team may pursue include delivery of personalized and contextually relevant information to help users stay informed and engaged with their health; or an always-on care plan that creates bite sized next best actions including proactive health and wellness tasks.
You will be accountable for all aspects of product discovery and delivery in this space working closely with research, human centered design, engineering, analytics, clinical experts, and other MyBSWHealth product teams. This is an exciting opportunity to change the status quo for how a health system empowers its customers to live well.
Jobs to Be Done:
1. Product Strategy (define "the what"):
- Accountable for end-to-end customer engagement strategy informed by customer needs & problems and broader market trends
- Develops a deep understanding of customer needs and problems (via customer interviews, surveys, etc.) and the market (competitors, buyers, distributors) for the product
- Partners with research, analytics, and human centered design teams to prototype and test ideas to inform data driven product decisions.
- Ensures the customer?s ongoing experience aligns with the broader MyBSWHealth product vision
- Go to market strategy & commercialization plan (if deemed appropriate)
2. Product Development & Operations (define and execute "the how")
- Collaborate with design, product managers + engineering to ensure the product development lifecycle is optimized so that teams produce quality work while meeting deadlines.
- Work with operational teams to design efficient processes
- Choose vendors and manage relationships with vendors/partners to drive success and drive results
- Direct the team in monitoring and analytics of product performance and competitive environment
3. Product Commercialization (if deemed appropriate)
- Execute a GTM plan, aligning it to the product roadmap, in collaboration with internal (Marketing, Analytics) and external (Customer) stakeholders
- Define, test, and iterate pricing, positioning, and promotion strategy
4. Team Development
- Identify, hire, grow, and develop a best-in-class product team
- Encourage a culture of humility and team empowerment to innovate through calculated risk-taking and entrepreneurial thinking
Success Factors:
- Achieve specific product goals (e.g., OKRs)
- Become the BSWH expert in driving customer engagement
- Continually endeavor to solve customer problems
- Manage product team finances in accordance with approved budget
- Build strong collaborative relationships across the BSWH organization
- Coach and guide a high-performing product team
Preferred Candidate Profile:
- 8+ years of professional experience in product management
- Willing to travel to Dallas at least 1x per month
- Experience bringing new web and mobile-app based products to the market within a product development framework
- Experience leading change and building new products
- Experience in startup culture
- Experience assessing and managing vendors
- Keen understanding of incumbent stakeholders (e.g. employers and health plans) and their needs
Minimum Requirements:
- Bachelor?s degree
- 7 years required, 8-9 years preferred
