In order for health systems to “not be commoditized fully,” they need to collect data to know their patients’ behaviors better and build stronger relationships with them, argued Sara Vaezy, Providence’s chief strategy and digital officer. Consumer brands like Amazon have been doing this for years so they can deliver personalized experiences to their users, and it’s time hospitals take a page out of their playbook, she said.

Eric Langshur, CEO of Avia, wants to help hospitals create a business case, get executive buy-in, and determine how the project will be scaled, as well as the organizational changes that should happen to accommodate the new tech.