Make time for innovation – with old and new technologies, Verato says

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HIMSS Information Brands | HIMSS Media

What’s more, find vendors flexible to expand to a hospital’s innovative use cases and creative enough to explore the art of the possible, Martin Hougaard of the master data management vendor is advising HIMSS25 attendees.

Hospitals and health systems need to make time for innovation – both in exploring new technologies as well as meeting with existing vendors, Martin Hougaard, general manager, emerging markets, at Verato (Booth 2358), a vendor of master data management identity intelligence and interoperability technologies, advised HIMSS25 attendees.

“While you may have a strong knowledge base on your existing tech stack, your vendors may have seen your challenges solved in new ways across other customers and may have released innovative functionality or be able to help you solve your emerging challenges in unexpected ways,” he continued.

He added some advice he recently heard from one of his healthcare clients.

Solving multiple problems

“Make sure your technology partners are pushing the envelope in their space, rather than being a generation or two behind,” he said. “Find vendors that can solve multiple problems, have the flexibility to expand to your own innovative use cases, and exhibit the creativity to explore the art of the possible with you.”

Hougaard will be speaking at HIMSS25 in a session titled “Customer 180 vs. Customer 360: Why We’re Data Rich and Insights Poor,” Wednesday, March 5 at 12:15 p.m. on the main stage of the exhibit floor. His co-presenters include Ray Halper of Centene, Kim Jones of Novant Health, and Kyle Mey of Salesforce.

Hougaard said at the conference and exhibition, two of the biggest technologies are artificial intelligence and cybersecurity.

“AI continues to be the hot button across industries,” he stated. “AI is predicted to help enable personalized treatment plans, facilitate early disease detection, increase access to care through virtual assistants and telemedicine, and more.

“But you cannot achieve any of these outcomes without feeding accurate identity data into AI systems and tools,” he noted. “It is the old ‘garbage in, garbage out’ adage, but elevated to a much higher level, as mistakes can be unpleasant at best and potentially deadly at the other end of the spectrum.”

Cybersecurity is not just for CISOs

On another front, cybersecurity needs to stay at the forefront for everyone involved in health IT, not just CISOs, he continued.

“Healthcare continues to be a highly targeted industry, and the attack types and sophistication continue to evolve,” he said. “Every technology vendor provides both a potential attack surface as well as an opportunity to fortify your security strategy, so it is imperative to understand how vendors beyond just core cybersecurity offerings can help to make your organization more secure as well as what security certifications their products have.”

As for Verato, Hougaard said the main message he and his team are trying to communicate to HIMSS25 attendees is that as digital transformation and AI progress at lightning speed, organizations find themselves rich in data and poor in insights – digital transformation’s promise to drive better experiences and business performance is falling short.

“Data is often trapped in silos across disconnected systems of record, such as EHRs; systems of engagement, such as CRMs; and systems of insight, such as cloud data platforms,” he contended. “These systems cannot integrate seamlessly without a single source of truth for identity, making it impossible to share and consume complete and trusted 360-degree views of people, organizations and networks.

“To power exceptional experiences, you need to solve the problem that drives everything else – knowing who is who,” he added. “Accurate identity is the foundation to drive strategic data-powered initiatives, such as patient 360, enterprise analytics, artificial intelligence, interoperability and cloud transformation.”

Complete and trusted high-fidelity data enables critical insights and efficiencies to power exceptional experiences – the ultimate game-changer for acquiring and retaining patients, enhancing brand reputation, competing in the market and driving growth, he concluded.

Follow Bill’s HIT coverage on LinkedIn: Bill Siwicki
Email him: [email protected]
Healthcare IT News is a HIMSS Media publication.

Make time for innovation – with old and new technologies, Verato says

What’s more, find vendors flexible to expand to a hospital’s innovative use cases and creative enough to explore the art of the possible, Martin Hougaard of the master data management vendor is advising HIMSS25 attendees.

Solving multiple problems

Cybersecurity is not just for CISOs

Learn more about the platform that ensures you get identity right from the start