Exploring Artificial Intelligence in Healthcare Marketing

Artificial intelligence (AI) gives healthcare marketers the power to enhance patient engagement, optimize journeys, and unveil deep insights. This era of digital innovation represents a unique opportunity to elevate care standards and operational efficiency to achieve superior patient outcomes and organizational excellence. Yet, just as with any emerging trend, separating the AI hype from reality can be difficult.  

That’s why we are exploring the practical applications and the significant advantages AI holds for healthcare marketing strategies and patient interactions. To that end, we’ve collected what we’ve learned from working with top healthcare systems across the country to publish a guidebook, AI Empowered—which you can download below—to help healthcare marketers learn more about this exciting new frontier. We’re also digging into this topic further through our AI Empowered blog series, of which this is the first. 

getting started

The teams we work with use AI to create and optimize content, develop AI-generated videos, draft marketing materials, and produce multimedia content. Other uses include advanced data analysis, personalization in a post-OCR world, improving patient engagement and journeys, developing target personas, and fine-tuning marketing strategies. AI is an operational powerhouse, a productivity partner, and a forecasting genius.  

As you can see, there are limitless possibilities for how to integrate AI into your workflow. So, where should you begin?  

“Before you define what, make sure you know why.”

Brittany Trafis
EVP, AI Innovation

demonstrate and deliver value 

In most cases, why comes down to one word: value. AI is meant to supplement your expertise—not replace it. The emergence of AI offers healthcare marketers the opportunity to enhance the value and efficiency created by their work. This is especially important as new responsibilities are added to your workload even as resources—human, financial, or otherwise—become scarcer.  

With a focus on delivering and demonstrating value, we find the following framework helpful for aligning your strategic AI adoption journey to your organizational and team goals: 

• deliver + demonstrate value
• reskill + upskill teams
• understand + unlock data
• enhance creative + content strategy
• find + create efficiences

download our AI adoption guidebook for marketers in healthcare

Future posts in our AI Empowered blog series will peel back the layers of our AI adoption framework, with tips and examples for getting started. In the meantime, you’re invited to download our AI Empowered guidebook, which features added depth around use cases, frameworks, tools, and resources.