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.

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Focus on AI in Healthcare Marketing: How Healthcare Leaders Are Shaping the AI-Driven Marketing Landscape

This new report brings together those insights to help guide your next steps. We offer practical ideas and real-world examples you can apply as you shape your organization’s approach to AI.

Download now »

The Real AI Opportunity in Healthcare Isn’t Speed — It’s Reinvention

AI already helps health systems work faster and more efficiently. But the bigger opportunity, according to leaders from Hackensack Meridian Health, Wellstar, BPD, and Marx Advisory, uses AI to fundamentally reshape how healthcare organizations operate and engage patients. The challenge now is balancing speed, innovation, and trust.

AI in Healthcare: Moving from Productivity to Transformation

// By Jane Weber Brubaker // AI already helps health systems work faster and more efficiently. But the bigger opportunity, according to leaders from Hackensack Meridian Health, Wellstar, BPD, and Marx Advisory, uses AI to fundamentally reshape how healthcare organizations operate and engage patients. The challenge now is balancing speed, innovation, and trust.