Advancing Patient Engagement Through Digital Strategy

Irina McNeill is the regional director of digital marketing at CommonSpirit Health’s Mountain Region, driving patient-centered digital transformation through strategic innovation, advanced marketing technologies and a focus on health equity.

Evolving from Creative Roots to Healthcare Digital Strategy

Irina McNeill’s professional journey spans over 15 years, marked by a dynamic evolution from hands-on design to strategic leadership in digital marketing and user experience. She began her career as a freelance UX/CX designer and frontend developer, where she honed her skills in graphic design, brand development and web development. This foundation led her to establish I.P. Creations, Inc., a consumer experience and digital marketing consultancy, where she led omnichannel consumer experience projects from discovery to launch.

Her expertise in user experience design and digital strategy was further recognized during her tenure as a digital UX design advisor at Centura Health, where she led the research, design, development and optimization of the Centura.org experience. This role underscored her ability to blend creative problem-solving with strategic thinking to enhance digital user experiences.

Transitioning into leadership, McNeill served as a MarTech product strategist at CommonSpirit Health, collaborating with key business and technology stakeholders to define and implement a marketing technology roadmap. Her role in developing and implementing products within the MarTech stack showcased her capacity to drive digital transformation in healthcare.

Spearheading Digital Transformation in Healthcare

As Regional Director of Digital Marketing for CommonSpirit Health’s Mountain Region, one of the largest healthcare systems in the U.S., Irina McNeill leads initiatives focused on delivering truly patient-centered marketing strategies. She crafts digital approaches that prioritize patient engagement, accessibility and personalized care experiences.

Collaborating with clinical leaders, IT teams and operational stakeholders, she ensures digital efforts align with organizational goals while complying with regulatory standards. McNeill leverages advanced marketing technologies, such as CRM platforms, data analytics, AI-driven personalization and multi-channel campaigns, to create seamless, intuitive interactions across patient portals, mobile apps, telehealth platforms and online scheduling tools.

A strong advocate for patient empowerment and health equity, she promotes digital literacy and accessibility among diverse populations, fostering a culture of innovation and continuous improvement that helps patients navigate their healthcare journeys more confidently.

Her strategic use of data-driven insights tailors marketing messages and optimizes outreach to ensure communication is empathetic, relevant and actionable. McNeill’s leadership sets new standards for healthcare digital marketing, enhancing the patient experience and driving measurable outcomes that support CommonSpirit Health’s mission of delivering high-quality, compassionate care.