Dr. Yichuan Wang is a Senior Lecturer/Associate Professor in Digital Marketing at Sheffield University Management School. Prior to joining SUMS, he worked for Newcastle University Business School and Auburn University (USA). He is a multi-disciplinary researcher, working mostly across marketing, information systems and healthcare. Yichuan is the author or co-author of over 100 publications, attracting in excess of 6,000 citations (Google Scholar). His research has appeared in ABS 4-indexed journals including British Journal of Management, Social Science & Medicine, International Journal of Operations & Production Management. Yichuan is the co-founder of International Conference on Digital Health and Medical Analytics since 2018. He has led and being closely involved with industry on a number of international projects helping hospitals improve quality of care through using healthcare information systems, and business analytics.