Designing a Dynamic Digital Communication Hub for a Changing Health Care Market

Healthcare is in a period of dramatic transformation. New care models, disruptive technologies, personalized medicine, and alternative payment models are all challenging the conventional thinking of patients and practitioners—and driving them to seek credible sources of information to navigate this change. In late 2016, Mayo Medical Laboratories, the global outreach arm of Mayo Clinic's Department of Laboratory Medicine and Pathology, launched "Insights", an online hub publication to address changing market needs. This session will share our journey, both the successes and mistakes, and be delivered as a case study and template that our colleagues can use to toward tailored communication change.

• Andrew Cousin, Director of Maarketing and Product Management, Mayo Medical Laboratories, Mayo Clinic
• Andrew Tofilon, Marketing Segment Manger, Mayo Medical Laboratories
• Brent Westra, Segment Manager, Mayo Medical Laboratories