“Fast Forward Consulting’s principal Anthony Cirillo’s article The Chief Experience Officer helped solidify the vision and propelled the Cleveland Clinic forward in creating an
office of patient experience and my previous position. Anthony is an evangelist who keeps the experience front and center and has put together a dynamic team that is helping change the experience for patients as well as elders across the aging services.”
M. Bridget Duffy, M.D., CXO,
past Chief Experience Officer,
Cleveland Clinic
Anthony Cirillo, FACHE, ABC; President and Chief Experience Evangelist
Anthony is a veteran healthcare professional whose work has included serving as a CMO for major health systems, launching and branding a Wall Street healthcare startup, working for a top Fortune 500, and consulting overseas with major medical centers. He started his career at CBS. He is a Fellow of the American College of Healthcare Executives and an accredited business communicator of the International Association of Business Communicators. He is an advocate for older adults who uses his skills to brighten the lives and promote the quality of life and the dignity of seniors.
His book Who Moved My Dentures? dispels myths about long-term and aging in America. A member of the National Speakers Association, Anthony is a dynamic speaker who not only provides content expertise but delivers it in a memorable way. Anthony has a master’s degree from the University of Pennsylvania. He is a past board member of the Society for Healthcare Strategy and Market Development and past president of IABC Philadelphia. He serves on the following: Reuters Insight, Health Leaders Marketing Advisory Panel, SHSMD Advisory Panel, Health Leaders Global Marketing Advisory Panel, Guidepoint Global Advisors, Gerson Lehrman Group Councils.
Nancy O’Brien; Chief Experience Officer
Nancy works with clients in all industries helping them develop experience strategies and execution plans that create value for customers and the organization. During her 18-year career with IBM her focus was analyzing, designing, planning and implementing creative solutions to address her clients’ business needs. As a pioneer in the emerging experience economy, she led the consulting group at Experience Engineering, Inc., working with companies to help them create value for customers, employees and stakeholders by developing and implementing a holistic business strategy that aligns all aspects of their business towards an emotional ‘end-frame’; which has been proven to be the key driver of loyalty.
She has been in the role of Chief Experience Officer in a variety of organizations. In healthcare, she facilitated the collaboration among an architecture firm, multiple medical practice groups, fitness center, café and gift/book store, IT, HR and marketing of a large hospital organization towards a new vision for an integrated experience. Nancy led the redesign of an Emergency Room Experience which resulted in aligning the elements in the environment, processes and people’s behavior to convey a sense of movement.
She also developed and presented an education curriculum for facilities managers of 30 regional hospitals for NSHE, focused on the role the environment plays in speeding the rate of healing. Working with diverse organizations, she determined there had to be an easier way for organizations to make meaningful connections and deliver excellent customer experiences without spending millions of dollars in consulting fees. She then focused her attention on answering the common cry among the companies she worked with: “Teach us to fish!” and co-founded Experience In Motion LLC, a tools-based customer experience company. Nancy has a B.S.B.A. from the University of Nebraska .
Deb Andelt; Experience Designer
Deb has been a customer champion throughout her various roles in diverse organizations. With a varied professional background from law school and marketing for law firms, to co-founding ExperienceArt.com and applying customer experience principles to marketing cruises, she is a creative marketer focused on connecting with the customer in ways that matter to the customer. Deb researched and defined specific sensory clues (color, texture, smell, taste, and sound) to evoke the desired emotional response and connection with the customer for a large hospital organization. “Tea” stations were incorporated into the design as a result of recommending tea as the taste for “understood, strengthened and renewed.”
In the travel industry, she developed experience oriented language and image guidelines to connect with the emotional desires of six specific cruise lifestyle segments which were used to create marketing messages designed specifically for each market segment. Deb led an active life for years filled with travel, yoga and eating right. In 2004 she found herself totally fatigued and experiencing difficulty with everyday tasks. Her personal experiences with (too many to count) practitioners on her own healing journey from decay (primarily the result of exposure to environmental chemicals) to vitality on multiple levels combined with her professional knowledge provides Deb with a unique understanding that it’s more than the “treatment,” it’s the total experience that matters. She co-founded Experience In Motion LLC, a tools-based customer experience company. Deb has a B.S. in Journalism and a J.D. from the University of Nebraska.
Marshall Steele, M.D.; Medical Director- Destination Experience
Marshall has foregone a traditional bio. Google him and it will speak for itself. In his words:
Smart organizations know that if you own the patient experience you will own the marketplace. How serious are you about the patient experience? If you are like most healthcare organizations. Not Very. If you were you would be learning so much more from your patients and implementing their ideas. Instead you’re relying on HCAHPS to provide you the information you need. It’s clearly not enough. In fact HCAHPS scores in many organizations show half of patients would not definitely recommend them. Even in the most successful organizations one in five patients still won’t definitely recommend them. But why such low scores?? Few if any organizations can answer that question. Fewer still have the will to do anything about it.
Being at the top is nice but 80% is no cause for celebration. We have too long been like pilots who are preoccupied with safety. In the future we must also think like passengers who are concerned with both safety and service. Service is not improved by wishing. It is only improved by first understanding what your patients want and then providing it.