Practical Applications of AI in Healthcare Marketing

A healthcare marketing executive says, “AI has allowed for efficiencies and sustainability not only for our department, but for the whole organization.”

// By Jared Johnson //

While there is a lot of noise and hype around AI, healthcare marketers see the benefits of taking a practical approach. Real-world examples can inspire us and showcase AI’s transformative impact on consumer engagement, internal communications, and even healthcare recruitment.

Four panelists presented on this topic on eHealthcare Strategy & Trends’ webinar, December 13, 2023.

Panelists included Jenny Collopy, vice president, chief marketing and communications officer at The Christ Hospital Health Network; John Elder, co-founder and CEO at Supernatural; Mike Barrett, co-founder and chief strategy officer at Supernatural; and Bianca Chaer, strategist at Supernatural.

Jenny Collopy, vice president, chief marketing and communications officer, The Christ Hospital Health Network

On the heels of the pandemic and recurring staffing shortages, the healthcare sector has had a challenging few years. The need for more relevant content covering more channels — externally and internally — has been increasing, while budgets generally have not kept pace with demand. It seems that every year healthcare marketers are asked to do more with less.

The panelists convened for a dive deep into the topic of AI for healthcare marketing and how it can help organizations overcome some of the challenges our industry faces. Collopy shared her experiences with, hopes for, and challenges with AI in healthcare communications. The Supernatural team then reviewed how it has developed an AI-powered platform called Merlyn that helps clients get more work done in less time.

There are many practical ways marketers can leverage AI to help gain a better understanding of their audiences, create campaigns, and infuse consistent messaging throughout their organizations.

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