In a scramble to shift their operating model from B2B to B2B2C, or B2E (business to everyone), health care organizations are hiring marketing executives and analytics experts from consumer products and retail industries with the experience in building the ultimate customer experience. Yet, their back office operations remain internally focused. Product design, operations, pricing and billing all still operate in silos — disconnected from the marketing, sales and service functions that are now the customer face of
the....