Stop chasing AI “shoulds”: a focus-first approach for health system marketers
AI in Healthcare Marketing June 2026 Day 2 Session 1
Presented June 16, 2026 at 1 p.m. Eastern
Panelists:
- Luke Farkas, VP of Innovation & AI, Unlock Health
- Daniel Fell, Health Systems Practice Lead, Unlock Health and eHealthcare Strategy & Trends Editorial Advisory Board Member
- Joe McMahon, Vice President, Northwell Health’s Enterprise Change Management team
- Anne Martino, Chief Marketing and Communications Officer, Children’s Wisconsin
Moderated by:
- Wendy Margolin, Contributing Writer, Plain-English Health Care
After this session, participants will be able to:
- Explain why AI progress is primarily a change-management challenge in hospital marketing and identify the common failure mode of “everything, all at once” prioritization.
- Diagnose their organization’s default AI orientation (what it tends to prioritize and protect) and understand why two health systems can make opposite AI decisions and both be right.
- Assess their team’s AI fluency and translate it into a focused 90-day plan, including what to do now, what to postpone, and what guardrails are required for adoption.
