Inception Health
Published in

Inception Health

Who “Owns” Digital? You? Me? We!

How we think about implementing digital engagement programs at Froedtert & MCW

Mapping Digital Engagement For 2023

We continue down a multi-year roadmap of increasing digital enablement for our patients and customers. To make the roadmap, we work closely with members of our clinical operations teams, clinical leadership groups, population health, finance, information technology, pharmacy, strategy, and our Medical College. Lots of stakeholders

Broad and high level map of stakeholder groups within the organization
  • Improving digital data collection (further technology and process enablement of a prior entry)
  • Adopting new digital therapeutics in support of our patient and population health goals
  • Increasing usefulness of and engagement in our digital engagement platform and mobile application
  • Implementing technology and process to improve communication and experience of hospitalized patients and their family members (through an integrated acute care portal)
  • Continuing to explore new care models that don’t rely on in-clinic experiences
Overlapping of key initiatives across teams

RASCI Diagrams Outline Roles

I used a few key words in the introduction for a reason. While the notion that “we all own digital” might be conceptually true, let’s get down to brass tacks… who is taking accountability for ensuring our digital growth and transformation?

  • Responsible= This is the doer of the work. Although this person may delegate or seek support from others, ultimately this one person or team is responsible for getting the work done.
  • Accountable = This is the person accountable for the work that the Responsible person does and signs off on the work. The golden rule of RACI is that only one person can be Accountable for each task. Has oversight and can marshal resources. This is where the buck stops.
  • Supporting = Provides support, takes tasks, and provides help to the Responsible member(s).
  • Consulted = These contributors provide input, opinions, and advice through two-way communication.
  • Informed = Although they are not decision makers, these people are kept up-to-date on progress or completion through one-way communication.
Sample RASCI outline designed by Digital Operations leads and CDEO as a starting point for conversations

Criticisms of the RASCI approach

Readers of our blog will point out that we try to avoid complex project management structures whenever possible, preferring to focus on empowering teams to reach their target outcomes and take a product rather than project approach. For our digital products, our emphasis is on empowering a team and providing autonomy to make decisions and move with reasonable pace.

Concluding Thoughts (TL;DR)

  • It takes a village for digital engagement
  • No single person or team ‘owns’ digital, but specific teams can be accountable and responsible for aspects of a digital roadmap
  • Mapping out intersections of how digital touches and impacts various stakeholder groups yields important considerations for how teams will interact
  • RASCI can provide guidance for how teams are expected to engage within specific bodies of work that cross multiple teams and units
  • While agile is preferred, clarity and tamping down a sense of chaos can help with alignment



The Inception Health team of clinicians, engineers and health care professionals focus on changing health care by linking consumer needs with innovative solutions from across the country and deploying them in an academic and community health care network.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Brad Crotty MD MPH

Chief Medical Officer, Inception Health | Chief Digital Engagement Officer, Froedtert & the Medical College of Wisconsin Health Network