Case Study
Artificial Intelligence in Action: Leveraging AI for Enhanced Patient Engagement with Penn Medicine
Recapping Our Presentation from HCIC 2024
In today’s rapidly evolving healthcare marketing landscape, organizations face mounting pressure to achieve greater results with fewer resources. Leveraging emerging tools and technologies—especially artificial intelligence (AI)—can create efficiencies and optimize campaigns, enabling marketers to personalize the patient experience. But where should they start, and how can they drive meaningful outcomes strategically and responsibly?
We addressed these questions at this year’s Healthcare Internet Conference (HCIC), where we partnered with our client, Penn Medicine, to showcase how we’re reshaping our work with AI. Presented by Fathom’s Director of AI Solutions, Elise Horst, and Executive Vice President of AI Innovation, Brittany Trafis, alongside Liz McGonigal, Manager of Digital Strategy at Penn Medicine, the session provided actionable strategies for using AI to drive growth, enhance efficiency, and deliver more personalized patient experiences.
Adopting AI Across the Marketing Lifecycle
Our discussion focused on three key areas where AI creates value: planning, activation and optimization, and measurement. These pillars are central to the day-to-day activities of healthcare marketing teams focused on growth.
Planning Smarter with AI-Driven Insights
Budget constraints and fluctuating patient demand make strategic planning more crucial than ever. Tools like Perplexity enable marketers to analyze seasonal trends and allocate budgets effectively using accurately sourced information. This ensures resources are spent where they’ll have the most significant impact. By combining historical data with AI-driven insights, we partnered with Penn Medicine to optimize its campaign timing, aligning ad spending with the peaks in patient need while personalizing the experience to meet patients where they are in their healthcare journey.
Optimizing Campaigns in Real-Time
Once campaigns are live, AI can play a critical role in optimization. With tools like Akkio and ChatGPT, we streamlined ad copy creation and search term analysis. This saved time and led to an 11% increase in click-through rates after implementing AI-supported ad copy.
Importantly, AI wasn’t used to write the ad copy outright. Instead, it acted as a thought partner, enhancing the capabilities of our content experts and deepening their understanding of key service lines. Analyzing patient personas, competitive messaging, and thematic insights, we crafted ads that resonated with the target audience and inspired meaningful action.
Data-Driven Measurement and Reporting
Effective measurement is crucial for sustaining long-term success and demonstrating command over the performance of all promoted service lines and campaigns. Using tools like Akkio, we upload and analyze campaign performance data to provide clear insights into how campaigns meet goals over time.
This approach identifies optimization opportunities and streamlines collaboration by allowing teams to visualize data and share dynamic reports. For Penn Medicine, we leverage Akkio to simplify performance analysis, generating actionable insights that inform future strategies and ensure steady progress without time-consuming manual analysis.
Key Takeaways
Explore AI to Drive Efficiency and Value
Streamline processes, enhance patient experiences, and optimize marketing efforts beyond automation.
Leverage Partnerships
Collaborate with partners to accelerate AI adoption and apply their strategies for more significant impact.
Focus on Practical Use Cases
Budgeting and Media Spend: Allocate resources effectively with tools like Perplexity and Akkio.
Ad Creation and Personalization: Develop richer, more relevant digital experiences using ChatGPT and Akkio.
Performance Measurement: Gain clear, actionable insights with Akkio to optimize campaigns and improve results.
Healthcare marketing is at a turning point, and AI offers the tools to navigate the pressures of doing more with less efficiency and responsibility. While no single solution currently covers the entire marketing journey, combining multiple AI tools allows you to maximize their value and make meaningful progress toward your end goals.
Ready to discover how AI can elevate your strategy?
Download our AI Empowered Guidebook for actionable insights and tools to implement AI in your marketing efforts today—or contact us for a conversation.
