The Buzz Around Generative AI in Healthcare Marketing: Insights from Marketing Chiefs
As we step into 2024, generative artificial intelligence (AI) is taking center stage in the minds of health system marketing chiefs across the country. Major health systems are either deploying or planning to pilot generative AI, unlocking a realm of possibilities for transforming their marketing strategies.
Cleveland Clinic Leads the Way
Cleveland Clinic, a trailblazer in this space, has set its sights on utilizing generative AI to revolutionize various aspects of its marketing endeavors. From crafting compelling marketing content to streamlining podcast production and analyzing competitors, Chief Marketing Officer Paul Matsen believes that generative AI tools hold the potential to reshape the future of their work.
Providence's Exploration of AI-powered Search
Providence, based in Renton, Washington, is venturing into the world of generative AI-powered search. Chief Marketing Officer Shweta Ponnappa emphasizes that in 2024, this won't be optional for marketing leaders. She envisions AI-generated videos as a transformative force in enhancing the consumer digital experience.
Mass General Brigham: Pioneering AI-Generated Videos
In Somerville, Massachusetts, Mass General Brigham is already harnessing generative AI to create videos. Chief Information Officer Adam Landman expresses enthusiasm about the potential of generative AI, citing an example where it produced an avatar-helmed video to educate clinicians about a new desktop tool.
CommonSpirit Health's Cautious Optimism
Chicago-based CommonSpirit Health is cautiously embracing AI to draft marketing materials, generate images, and automate patient experience campaigns. Senior Vice President of Marketing and Communications, Adam Rice, acknowledges the promise and capabilities of AI, emphasizing a cautious yet optimistic approach to its implementation.
Highmark Health's Transformative Use of AI
In Pittsburgh, Highmark Health is leveraging AI to generate images for early marketing storyboards and create audio for marketing content. Chief Analytics Officer Richard Clarke believes that this technology can fundamentally transform internal operations and patient interactions.
A Nationwide Exploration of Generative AI
Various health systems, including Children's Hospital of Philadelphia, Penn State Health, WVU Medicine, and LCMC Health, are either using or exploring generative AI for marketing applications. While the potential is exciting, Chief Marketing Officer Stephanie Hogarth from Children's Hospital of Philadelphia emphasizes the need for cautious and appropriate use of this cutting-edge technology.
Sean Young, Chief Marketing Officer at Penn State Health, echoes this sentiment, highlighting the importance of effective oversight, proofreading, and editing processes in ensuring the safe and appropriate use of both human and AI-generated content.
As we embark on this AI-driven journey in healthcare marketing, the collective sentiment is one of excitement tempered with a commitment to responsible implementation and oversight. The potential is undeniable, and these healthcare marketing leaders are navigating the path forward with a balance of optimism and caution.