Ephlux’s CEO predicts Health providers can lead customer centricity by 2015


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Earlier this year our North American counterparts at Ephlux unveiled the CX Cloud, a middle-ware integrator that merges customer facing tech with that of backing enterprises. The problem identified through its 8 years working with clients like Gibson, Disney and Caesar’s was that they were often tasked to create some form of middle-ware before any cross channel campaign could truly be created. As Oracle, you want customers choosing your customer facing tech along with an existing enterprise facing. Why should you cannibalize that portfolio set by creating something that works well across competing platforms? It doesn’t make business sense right?

As it turns out, many tech firms feel the same way and as a result, many brand managers are held back from executing cross channel and omnichannel campaigns simply because the OS powering the device in the customers hand does not work well with the OS inside the firm. This either calls for a tech overhaul or alternative short burst campaigns that have short burst impact.

In this interview with Start-up Grind’s Fawaad Saleem, Ephlux CEO Ali Nasim discusses changing consumer and societal demands. Since forming Ephlux in 2006, Ali has worked extensively in North America, Western Europe and the Middle East to bring premium-quality application, integration and marketing services that help its customers, employees and partners become and remain the leaders of change.

One of the ideas he discussed was recently featured on LinkedIn’s “Healthcare” community, one with over 1.7 million followers. The idea bring together supply and demand – for instance – to use big data to predict patient needs and allocate the hospital resources for them in real time. Boston Consulting Group recently postulated a similar idea, within the framework of policy & control.

Given the current realities of the U.S. healthcare system, a customer centric approach towards quick diagnostics with existing customer data and real time preparedness can cut resource misallocation costs significantly. Its much more financial sense to meet the growing demands of providers and consumers for long term memorable experiences that cut away at the risks associated in the transaction process.

Babar Khan Javed
Babar Khan Javed is a brand journalist. He is a post-graduate of "Squared", Google's highest qualification for marketing strategy. His work has appeared in peer-reviewed journals such as Market Leader, Consulting Magazine, Global CMO and Brand Quarterly. He is interested in the dynamics of advertising including industry topics such as how media is being transformed by technology. He can only be reached at [email protected] and responds within 24 hours.


  1. Although the idea of data backed efficiencies is not new to healthcare, the usage of the middleware as an experience enhancement mechanism is. I just went over the website portfolio, couldn’t find references to healthcare. Good white paper though.


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