Latest / Becker’s Healthcare Podcast / Andrew Chang on AI, Marketing and Responsible Growth at UChicago Medicine

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Andrew Chang on AI, Marketing and Responsible Growth at UChicago Medicine · Becker’s Healthcare Podcast

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  - This is Laura Dirdo with the Rutgers Healthcare
• 1:00
  - podcast. I'm thrilled today to be joined by
• 1:02
  - Andrew Chiang, chief marketing officer at UChicago Medicine.
• 1:05
  - Andrew, it's a pleasure to have you on
• 1:07
  - the podcast today. Thanks for having me. Pleasure
• 1:09
  - to be here. Absolutely. Now I'm excited for
• 1:12
  - our discussion. I know we've got a lot
• 1:13
  - to talk about. We'll dig into some of
• 1:14
  - the cool things you're doing at UChicago as
• 1:16
  - well as your perspective on the future. But
• 1:18
  - before we dive in, can you tell me
• 1:20
  - just a little bit more about yourself and
• 1:22
  - your background?
• 1:23
  - Yeah. Happy to.
• 1:24
  - I am going on year three of, my
• 1:28
  - tenure here as chief marketing officer at UChicago
• 1:31
  - Medicine, and I can honestly say it's been
• 1:33
  - one of the most fulfilling and exciting
• 1:36
  - times of my life, being involved with all
• 1:39
  - of these things that that UChicago Medicine has
• 1:41
  - been leading the way on in in the
• 1:43
  - way that we are trying to
• 1:45
  - set the bar in in how health care
• 1:47
  - gets delivered and how,
• 1:50
  - technology
• 1:50
  - and how marketing really shifts
• 1:53
  - with AI and moves the needle, when it
• 1:56
  - comes to,
• 1:57
  - trying to change our health care industry for
• 1:59
  - the better for everyone.
• 2:01
  - Absolutely. No. And it's definitely an exciting place
• 2:03
  - to be. And and as you mentioned with
• 2:05
  - technology and AI being at the forefront of
• 2:07
  - a lot of transformation across the health care
• 2:09
  - system,
• 2:11
  - you know, it takes a very special kind
• 2:13
  - of leader to make sure you're doing that
• 2:15
  - in the right way and and really
• 2:17
  - transforming for the better. So could you give
• 2:19
  - us a quick state of the union of
• 2:21
  - what you're doing at UChicago,
• 2:22
  - what's going well this year, and what you
• 2:24
  - focus on for the rest of 2026?
• 2:27
  - Sure. Yeah. We have been
• 2:29
  - all cylinders firing at New Chicago Medicine. It's
• 2:32
  - been
• 2:33
  - a incredible year. We've we've really pushed
• 2:37
  - ourselves hard
• 2:38
  - to achieve
• 2:39
  - and also surpass our goals.
• 2:42
  - Our fiscal year ended in June '26, and
• 2:47
  - the results of our fiscal year were were
• 2:49
  - pretty exciting.
• 2:50
  - I I would say that
• 2:52
  - we have done so much for the community.
• 2:55
  - We've we just released our f y twenty
• 2:57
  - five community benefit
• 2:59
  - guide, for the South Side and for Northwest
• 3:01
  - Indiana and and a total to be over
• 3:03
  - $1,100,000,000.
• 3:05
  - And
• 3:06
  - we are continuing to expand in Northwest Indiana.
• 3:10
  - We have our
• 3:12
  - Crown Point micro hospital that opened up, over
• 3:14
  - a year ago and continuing to see just
• 3:17
  - the demand of of serving that community, and
• 3:20
  - it's been really exciting to see that growth.
• 3:22
  - The other thing is
• 3:24
  - we also just announced our our first dedicated
• 3:27
  - president of our children's hospital, Comer,
• 3:30
  - that
• 3:31
  - is going to be effective as of September
• 3:34
  - with Emily Chase. And so that's a it's
• 3:36
  - a pretty big deal. And
• 3:38
  - we also named Krista Correll as president of
• 3:40
  - the Hyde Park campus for UChicago Medicine. She's
• 3:43
  - also our system COO as well.
• 3:46
  - So seeing all these leaders just take the
• 3:49
  - reins and rise up,
• 3:51
  - especially
• 3:52
  - female leaders and diverse leaders come up and
• 3:55
  - and
• 3:57
  - be part of the change that UChicago Medicine
• 3:59
  - is is striving to to hit is really
• 4:02
  - exciting. And then lastly, from a marketing standpoint,
• 4:06
  - we've been driving a
• 4:08
  - a marketing program that's continuing to show positive
• 4:11
  - ROI in a pretty significant way and and
• 4:13
  - driving incremental appointments and doing in a way
• 4:16
  - that is showing true incrementality
• 4:18
  - and using that as a model for other
• 4:20
  - health systems across the country to hopefully replicate
• 4:23
  - and follow so that we can really show
• 4:26
  - that the value of of marketing and what
• 4:28
  - marketing brings to the table.
• 4:30
  - Absolutely. That makes a lot of sense. And,
• 4:33
  - you know, it's exciting to see, as you
• 4:34
  - mentioned,
• 4:36
  - the leadership,
• 4:37
  - really growing in talent pipeline evolving there at
• 4:39
  - UChicago and then,
• 4:41
  - you know, the marketing in particular having such
• 4:44
  - a positive impact. And you mentioned looking at,
• 4:47
  - the ROI of what you've been doing.
• 4:49
  - Could you tell us a little bit more
• 4:51
  - about that? How are you,
• 4:53
  - thinking about, you know, measuring those types of
• 4:55
  - results? What is really necessary in order to
• 4:58
  - consider a project successful? And and and what
• 5:00
  - have you found over the last year or
• 5:02
  - so that's been,
• 5:03
  - truly showing that value?
• 5:06
  - Absolutely.
• 5:07
  - Yeah. So we've set up
• 5:09
  - a marketing technology stack that allows us to
• 5:13
  - be
• 5:14
  - very,
• 5:16
  - I would I would describe it as as
• 5:17
  - very deliberate in how we communicate
• 5:21
  - with with our patients. And
• 5:23
  - we're not doing just for marketing's sake. We're
• 5:25
  - doing it to really help
• 5:28
  - improve their health care. We're doing it in
• 5:31
  - a way that helps fill,
• 5:33
  - their care gaps. We're doing it in a
• 5:35
  - way that
• 5:37
  - that makes sure that, we increase their their
• 5:39
  - screenings.
• 5:40
  - If they if they miss a screening for
• 5:42
  - whatever reason, or their annual physical or their
• 5:45
  - wellness visits to to make sure that they're
• 5:48
  - getting the health care that they need. And
• 5:50
  - and so, again, we're very deliberate in how
• 5:53
  - we set these up.
• 5:54
  - We're not just talking about ourselves and bragging
• 5:57
  - about ourselves that a lot of health care
• 5:59
  - systems tend to do. It's really more about
• 6:01
  - being there at the right time in a
• 6:03
  - the right place to the right person.
• 6:05
  - And the way that we've also set up
• 6:07
  - our marketing tech stack is is that we
• 6:09
  - do this on a test versus control basis
• 6:12
  - where we have a holdout group when when
• 6:15
  - we send out these messages.
• 6:17
  - And
• 6:18
  - we measure the difference in,
• 6:21
  - appointments booked and and visits
• 6:23
  - completed
• 6:24
  - of the holdout group versus the test group
• 6:27
  - and or the treatment group, and and we
• 6:30
  - measure the the delta between the two. So
• 6:32
  - we know exactly the lift that marketing has
• 6:35
  - been able to contribute to these types of
• 6:38
  - campaigns and these messages
• 6:40
  - to,
• 6:41
  - show the ROI of these efforts and also,
• 6:45
  - how many patients we've been able to
• 6:47
  - serve,
• 6:48
  - and also care gaps that we can fill.
• 6:51
  - So it it's a different way of of
• 6:53
  - looking at how marketing is done in health
• 6:55
  - care. It's not just about brand and brand
• 6:58
  - awareness and brand perception. It's it's both brand
• 7:00
  - and
• 7:01
  - appointments and, making sure that we're we're taking
• 7:05
  - care of the community. And and that is,
• 7:08
  - frankly, one of the most exciting things that
• 7:10
  - I've ever worked on, and it's been a
• 7:13
  - a great ride. And we're doing a lot
• 7:14
  - more of it for the rest of this
• 7:15
  - year.
• 7:17
  - Awesome. Amazing to hear. And, you know, really
• 7:18
  - cool to have that opportunity to evolve how
• 7:20
  - you're thinking about
• 7:21
  - marketing and what's that really looks like when
• 7:24
  - you are,
• 7:26
  - promoting and building health care access. It's just
• 7:29
  - really truly exciting to see.
• 7:31
  - Now what are some of the headwinds as
• 7:33
  - well that you're keeping your eye on and
• 7:34
  - prepared for? I know we'll talk a bit
• 7:36
  - about the next couple of years.
• 7:38
  - So
• 7:39
  - for the future, what are some of the
• 7:41
  - things that you're keeping your eye on and,
• 7:43
  - preparing for?
• 7:44
  - Yeah. What you know, something that, we're we're
• 7:47
  - really proud of is the work we're doing
• 7:49
  - with AI and AgenTek AI and how we
• 7:52
  - could
• 7:53
  - shape the way that
• 7:55
  - health care is delivered.
• 7:57
  - We
• 7:58
  - launched our
• 7:59
  - omnichannel patient engagement strategy last year and went
• 8:03
  - live with our first chatbot on their website
• 8:06
  - where it is, answering basic questions, and now
• 8:09
  - it's evolved to booking,
• 8:11
  - appointments using our chatbot
• 8:13
  - and also the ability to cancel appointments or
• 8:16
  - or change appointments using our chatbot. But that's
• 8:19
  - just on our website. What we are working
• 8:21
  - on now is for the next phase is
• 8:24
  - could we allow patients to do this using
• 8:27
  - texting or SMS? Could we allow patients to
• 8:30
  - use this,
• 8:32
  - with by talking to a bot via the
• 8:34
  - phone?
• 8:35
  - And what that enables us to do is,
• 8:40
  - a couple things. First, it allows patients to
• 8:43
  - access their health care and book appointments on
• 8:45
  - their own terms, on their own schedule instead
• 8:47
  - of having to call between certain hours of
• 8:49
  - the day and talk to a human to
• 8:51
  - do so if they choose not to. And
• 8:53
  - then second is
• 8:54
  - those, patients, especially like my mom who who
• 8:58
  - will never talk to a bot and never
• 9:00
  - wants to talk to a bot, she always
• 9:01
  - wants to talk to a live person. So
• 9:04
  - we absolutely
• 9:05
  - should let that happen anytime our patients want
• 9:08
  - as well.
• 9:09
  - And
• 9:10
  - so our our human agents will have the
• 9:12
  - ability to have deeper relationships and conversations,
• 9:17
  - without having to have the stress of of
• 9:19
  - trying to make sure that all the calls
• 9:21
  - are answered, etcetera, etcetera. Like, we're we're we're
• 9:24
  - trying to let health care,
• 9:26
  - come on the patient's terms as opposed to
• 9:28
  - health care come on the hospital's terms. So
• 9:31
  - so stay tuned, but but we have some
• 9:34
  - pretty ambitious announcements to make around the strategy,
• 9:37
  - and it's only just the beginning. So,
• 9:40
  - it's it's quite the quite the exciting times
• 9:43
  - to be,
• 9:44
  - in at UChicago Medicine and hopefully will lead
• 9:48
  - the way,
• 9:49
  - to
• 9:50
  - improve how health care is delivered for our
• 9:51
  - communities.
• 9:53
  - That's very exciting to hear. And I think
• 9:55
  - especially when you talk about,
• 9:57
  - you know, some of the different opportunities, whether
• 9:59
  - it's the human agents, the bots, how AI
• 10:03
  - is really working with the human workforce in
• 10:06
  - order to superpower them and create those accessibility
• 10:10
  - touch points, across the care continuum.
• 10:13
  - And and so when you look at the
• 10:14
  - strategy and and you kind of think through,
• 10:16
  - you know, where everything is headed, obviously, it's
• 10:19
  - hard to have a crystal ball, but where
• 10:21
  - are some of those opportunities for growth and
• 10:23
  - development? What are you focused in on even
• 10:25
  - two to three years down the line?
• 10:27
  - Yeah. From a growth and development standpoint, there's
• 10:31
  - it's it is health care, so we're full
• 10:32
  - of opportunities.
• 10:34
  - We're continuing
• 10:35
  - to expand in areas,
• 10:37
  - outside of Chicago and and
• 10:40
  - in North like, in Northwest Indiana, like I've
• 10:42
  - mentioned, as well as continuing to grow our
• 10:45
  - our joint venture with AdventHealth in the Western
• 10:47
  - Suburbs.
• 10:48
  - And and we have very ambitious growth goals
• 10:51
  - that
• 10:52
  - are outlined in our ten year strategic plan
• 10:54
  - called Elevate 2035.
• 10:57
  - So,
• 10:58
  - you know, the board and Dean Anderson and
• 11:02
  - Tom Jack was our president. They're really pushing
• 11:04
  - hard to make sure that UChicago Medicine is
• 11:07
  - continuing to grow, but doing it in a
• 11:09
  - way that is responsible and making sure that
• 11:12
  - we're doing it in a way that is
• 11:13
  - beneficial for the entire community
• 11:15
  - and doing it in a cost efficient way
• 11:17
  - and trying to honestly lower the cost of
• 11:19
  - care overall.
• 11:21
  - And,
• 11:22
  - again,
• 11:23
  - just become a role model in in how
• 11:26
  - growth can be done responsibly in this country.
• 11:29
  - That makes a lot of sense. And, you
• 11:31
  - know, to your point, when you think about
• 11:32
  - growth, obviously,
• 11:34
  - it needs to be responsible in the health
• 11:36
  - care side so you can,
• 11:38
  - make sure you've got a stable organization and
• 11:40
  - and,
• 11:41
  - something that's sustainable,
• 11:43
  - you know, for years to come. And so
• 11:45
  - when you think about that, think about the
• 11:46
  - benefits as well as,
• 11:48
  - making sure you're responsible with the resources you
• 11:51
  - use and dollars you spend. What does that
• 11:53
  - look like for you on the marketing side?
• 11:56
  - Yeah. You know, it is
• 11:58
  - a
• 11:59
  - it is something that keeps me up at
• 12:01
  - night is
• 12:02
  - how do we make sure that the dollars
• 12:04
  - that we are,
• 12:06
  - given the privilege to spend is spent in
• 12:08
  - the most beneficial way for the community and
• 12:11
  - for our health system.
• 12:13
  - And
• 12:16
  - the the worst thing that I could do
• 12:17
  - is use these marketing dollars and just waste
• 12:20
  - it and have nothing to show for it
• 12:22
  - because
• 12:23
  - all that does is contribute to the overall
• 12:26
  - health care, spend problem.
• 12:28
  - And so it's something that really drives me
• 12:30
  - on a personal level is is making sure
• 12:32
  - that we are using these resources to the
• 12:34
  - best of our ability in a responsible way.
• 12:37
  - And that's why we do the incremental testing.
• 12:39
  - That's why we measure our ROI. That's why
• 12:41
  - we have a
• 12:43
  - pretty quantified goal that we set for the
• 12:45
  - entire department that we,
• 12:47
  - try to strive for and then work with
• 12:49
  - our partners outside of marketing, whether it's, population
• 12:53
  - health or or our urban health initiative or
• 12:56
  - our hospital leadership or our service line and
• 12:59
  - specialty leadership,
• 13:00
  - making sure that we're putting our dollars and
• 13:02
  - time in areas that are the biggest priorities
• 13:05
  - and needs for our hospital system, which is
• 13:08
  - a reflection of the biggest needs
• 13:11
  - of our community.
• 13:12
  - A great example, honestly, is is the cancer
• 13:15
  - pavilion that we're opening next year about,
• 13:18
  - in the April time frame.
• 13:20
  - And
• 13:21
  - we're we're building,
• 13:24
  - you know, Illinois' first stand alone cancer center,
• 13:27
  - and it is the first one that the
• 13:29
  - state has.
• 13:31
  - But, you know, that fact alone isn't necessarily
• 13:34
  - something that we're gonna wanna brag about and
• 13:36
  - and try to
• 13:37
  - help change perceptions. It's really what are we
• 13:40
  - gonna do with it? What are we gonna
• 13:41
  - do with our freestanding
• 13:43
  - cancer center or what we call the,
• 13:46
  - cancer pavilion?
• 13:47
  - And
• 13:48
  - how do we make sure that
• 13:50
  - physicians
• 13:51
  - are allowed to
• 13:53
  - refer to us, and we have innovative research,
• 13:56
  - innovative treatments that is was not possible before.
• 13:59
  - The experience that the patients have
• 14:02
  - will be a totally different and new and
• 14:05
  - unmatched experience that we've been very focused on
• 14:08
  - the experiential aspect.
• 14:10
  - And so, really, at the end of the
• 14:12
  - day, it's
• 14:13
  - How do we make sure that?
• 14:15
  - The the appropriate people and communities are aware
• 14:19
  - of those aspects of it so that we're
• 14:21
  - not just talking about a building, right? We're
• 14:24
  - we're talking about
• 14:25
  - about how we're transforming the way that cancer
• 14:27
  - is is treated and cared for, and that's
• 14:30
  - going to wanna make people
• 14:32
  - increase the trust in in the health care
• 14:35
  - system as a whole.
• 14:37
  - Absolutely. That's amazing to hear, and what a
• 14:39
  - great example illustrating,
• 14:41
  - everything you're trying to do with the cancer
• 14:42
  - pavilion. I think, you know, exciting to have
• 14:45
  - that type of innovation and resource
• 14:47
  - available to the community,
• 14:49
  - because I know cancer is such a big
• 14:51
  - challenge for so many. And,
• 14:53
  - having those treatments available and,
• 14:56
  - services for the patients really makes a big
• 14:58
  - difference.
• 14:59
  - Yeah. For sure. Absolutely. And and we're really
• 15:02
  - serious about it. And I think I think
• 15:04
  - it will be a game changer
• 15:06
  - for
• 15:07
  - the Chicago,
• 15:08
  - metro area.
• 15:10
  - Absolutely. Well, fantastic. And, you know, before we
• 15:14
  - wrap up, I wanted to ask you about
• 15:15
  - leadership too.
• 15:17
  - Who is a leader that you admire really
• 15:19
  - from any industry and why?
• 15:23
  - Well,
• 15:24
  - there's a lot of leaders. I,
• 15:28
  - one of my personal hobbies is to
• 15:30
  - understand the biographies of every US president that
• 15:33
  - we've ever had and and even collect, like,
• 15:37
  - a memento of each president.
• 15:39
  - So it's something that I think about
• 15:42
  - quite a lot.
• 15:44
  - But the the person that really comes to
• 15:46
  - mind right now is is probably
• 15:48
  - not someone you would expect, not a US
• 15:50
  - President, I would say.
• 15:53
  - Well, so on the board
• 15:55
  - of WABE, which is the
• 15:58
  - NPR station for
• 16:00
  - the Atlanta region because that's where I'm from,
• 16:02
  - and and so I continue to serve on
• 16:04
  - that board. And,
• 16:05
  - you know, when I when I think about
• 16:07
  - leadership, I think about mister Rogers, actually,
• 16:10
  - because
• 16:12
  - he,
• 16:13
  - I don't know if you remember this, but,
• 16:16
  - in the late sixties, he had a testimony,
• 16:20
  - in front of Congress, to the senate where
• 16:23
  - he was speaking on behalf of
• 16:26
  - public media,
• 16:28
  - and the proposal was to cut funding by
• 16:31
  - about 50%.
• 16:32
  - And so public broadcasting asked mister Rogers Fred
• 16:36
  - Rogers to testify in front of congress and
• 16:38
  - and and convince them and tell them why
• 16:40
  - this is a big mistake and why
• 16:43
  - and and why public media is such an
• 16:45
  - important asset for the community.
• 16:47
  - And,
• 16:49
  - because of his testimony, he was able to
• 16:52
  - change
• 16:53
  - the recommendation of that subcommittee that he was
• 16:56
  - testifying in front of.
• 16:58
  - And of all people, mister Roger was the
• 17:00
  - one that did it. And and you think
• 17:01
  - of him as, like, the nicest guy and
• 17:03
  - and then and our neighbor and and someone
• 17:05
  - someone that we just watched growing up. But,
• 17:08
  - man, he he he was able to really
• 17:10
  - step up,
• 17:12
  - in a really dire
• 17:13
  - environment and time in front of,
• 17:16
  - a committee that was
• 17:17
  - pretty much set on making these cuts. And
• 17:21
  - I think the testimony
• 17:22
  - as a whole was only, like, six minutes,
• 17:24
  - but
• 17:26
  - he was so articulate
• 17:28
  - and
• 17:29
  - calm and poised and convincing in the way
• 17:32
  - that he delivered his remarks.
• 17:34
  - And to me, that's kind of
• 17:36
  - how leadership is is
• 17:38
  - you don't necessarily
• 17:40
  - expect leaders to,
• 17:42
  - be the, you know, the presidents. You you
• 17:45
  - you can
• 17:47
  - anyone can be a leader, and and show
• 17:49
  - up and
• 17:51
  - even in front of congress to argue up
• 17:54
  - for a position that's
• 17:56
  - best for the community,
• 17:58
  - and be able to succeed.
• 18:00
  - So when I think about leadership, when you
• 18:02
  - ask that question, I'm I'm thinking mister Rogers
• 18:04
  - right now because of what he was able
• 18:06
  - to do for for public broadcasting. And I
• 18:08
  - think health care is in that same position
• 18:10
  - today.
• 18:11
  - You know, we need leaders to step up
• 18:13
  - and fight and and
• 18:16
  - step up to help defend
• 18:18
  - what we think is best for our patients
• 18:21
  - and for
• 18:22
  - the communities that we serve.
• 18:24
  - And I just wish more people did that.
• 18:26
  - And, you know, UChicago Medicine is absolutely at
• 18:30
  - the table and pushing to
• 18:32
  - have a voice, and and they do have
• 18:34
  - a voice. But the point is it it
• 18:35
  - can just come from anywhere where you least
• 18:37
  - expect it. So I'm sorry for that long
• 18:39
  - winded answer, but that was a
• 18:41
  - timely question.
• 18:43
  - No. I I love that.
• 18:45
  - You know, really truly to your point and
• 18:47
  - seeing how one person can make such a
• 18:49
  - big impact and difference and then knowing,
• 18:52
  - you know, that mission that was involved of
• 18:54
  - connecting people and really,
• 18:56
  - strengthening the health and wellness of communities is
• 18:59
  - another shared space where, you know, having that
• 19:02
  - type of, leadership and ability,
• 19:04
  - to communicate what's going on, in a meaningful
• 19:08
  - way,
• 19:08
  - makes a big difference. So I love that.
• 19:11
  - CEO of Public Broadcasting. Right? It wasn't it
• 19:14
  - wasn't the president of the Public Broadcasting,
• 19:17
  - corporation. It was mister Rogers,
• 19:20
  - who no one
• 19:21
  - like, it it was just kind of out
• 19:23
  - of the blue, and it was just the
• 19:25
  - perfect person to do it.
• 19:27
  - Yeah. Absolutely.
• 19:28
  - For sure.
• 19:29
  - Well, perfect. I I love that. And, you
• 19:31
  - know, thank you so much, Andrew, for your
• 19:33
  - time today. This has been such a fun
• 19:35
  - conversation, and I'm excited to see you as
• 19:37
  - well,
• 19:38
  - at our health IT RCM event and then
• 19:41
  - CEO CFO roundtable too coming up this fall.
• 19:43
  - I know you'll be speaking on panels and
• 19:45
  - really providing some great context and information
• 19:48
  - for,
• 19:49
  - leaders right now in terms of what you're
• 19:51
  - doing in your Chicago Medicine. So I'll be
• 19:52
  - excited to see you there and catch up
• 19:54
  - and continue the conversation.
• 19:56
  - Absolutely. Thank you for the opportunity, and it's
• 19:59
  - always fun to talk to you.