machine learning

6 Ways to Use Generative AI Responsibly

rachelle-montano-headshot

It’s no exaggeration to say 2023 has been the Year of AI — and the use of AI technologies in healthcare marketing is no exception. You can probably rattle off a host of marketing benefits. There are seemingly unlimited new AI tools every day to accelerate strategic priorities and get more work done in less Read More

Answering the Call for Growth Through Data-Enabled Solutions

Phillips-Rich-Huron

Never before has the role of the healthcare marketing leader been more crucial to health system performance. Following waves of COVID, the resulting depletion of both operational capacity and emotional stamina forced health systems to grapple with the brutal combination of rising costs and diminishing access. The ensuing reductions in staffing and closing of services Read More

A Data-Enabled Approach to Patient and Referral Growth

4-currrent-future-care-needs

Contemporary solutions leveraging AI, big data, and proven customer platforms provide a breakthrough opportunity for health system growth when it is most needed. When data and technology are used to view patient and provider behavior in the market holistically, new opportunities come to light. // By Rich Phillips // Never before has the role of Read More

How AI Can Improve Your Site’s Search Functionality

Carrie Liken

Nowadays, we can type long, complex phrases into a search box and find pretty much exactly what we’re looking for on Google. Machine learning is running in the background, getting smarter and smarter. What if health system site searches could be that good? With a form of artificial intelligence, natural language processing, it’s becoming a Read More

AI Isn’t Taking Over – But It Will Be Transformative

Wellstar

When Dr. Hank Capps joined Wellstar in January 2021 as executive vice president and chief information and digital officer, Candice L. Saunders, president and CEO, said, “As both healthcare delivery and technology continue to evolve at a rapid pace, Wellstar is focused on how to accelerate and leverage the intersection of these two industries to Read More

How UNC Health Makes Site Search More Google-Like

schwabel-matt-unc-health

// By Jane Weber Brubaker // Can AI make Find A Doctor functionality and site search work better for consumers? Think back to the earliest days of online search, when keywords first came to be. A typical call to action — in a TV spot or a print ad — would be something like this: Read More

Wellstar’s Chief Information and Digital Officer Weighs In on AI

Capps-Hank-Wellstar

// By Jane Weber Brubaker // Dr. Hank Capps doesn’t think AI is going to become your doctor, but it will be a part of the technology that will be part of your care in the future. When Dr. Hank Capps joined Wellstar in January 2021 as executive vice president and chief information and digital officer, Read More

Assess How You’re Collecting and Using Your Healthcare Data

Optum

“From digital data streams to artificial intelligence and predictive analytics, the prevalence and use of marketing data is growing exponentially,” says Daniel Fell of Optum. “According to a recent State of Marketing report from Salesforce, the median number of data sources used by marketers grew 50 percent from 2019 to 2021. And the report showed Read More

How To Optimize the 3 R’s: Right Care, Right Time, Right Setting

Thomas-Craig-LucernaHealth

If your health system participates in value-based contracting, you have a vested interest in making sure you’re optimizing the three R’s: right care, right time, right setting. Easier said than done. So what is the secret to orchestrating all the variables that go into a patient’s decision to get care, choose a provider, and make Read More

How to Shift from Managing Complexity to Creating Value

Lynn Locke headshot

// By Jane Weber Brubaker // If your health system participates in value-based contracting, you have a vested interest in making sure you’re optimizing the three R’s: right care, right time, right setting. Easier said than done. So what is the secret to orchestrating all the variables that go into a patient’s decision to get Read More

What Can AI Unlock for You as a Healthcare Marketer?

Paul Roetzer

// By Jane Weber Brubaker // “AI” and “machine learning” are terms that get batted around a lot these days. We know that there’s great promise on the clinical side to take vast amounts of data and use AI to make discoveries that would be impossible for humans to find on their own — akin Read More

Using AI To Help Overcome Vaccine Hesitancy

Welltok logo

“As COVID-19 vaccine rollouts continue, it is clear that hope is on the horizon,” says Betsy Keller of Welltok. “But healthcare marketers know there are still challenges ahead in overcoming vaccine hesitancy before we inoculate enough people to achieve herd immunity and return to a more normal way of life.” Here’s an excerpt from Keller’s Read More

How AI Can Boost COVID-19 Vaccine Adoption

// By Betsy Keller // As COVID-19 vaccine rollouts continue, it is clear that hope is on the horizon. But healthcare marketers know there are still challenges ahead in overcoming vaccine hesitancy before we inoculate enough people to achieve herd immunity and return to a more normal way of life. Fortunately, new tools are available Read More

Leverage Your EHR To Boost Your Marketing Efforts

Ryan Younger, Virtua Health

When Virtua Health, a southern New Jersey-based health system, acquired Lourdes Health System in 2019, the leadership team decided it would be a good time to continue to build on how the now five-hospital system was investing in its marketing initiatives. “[The marketing department] had an opportunity to build technology platforms that could help them Read More

How Virtua Health Turned Its EHR into a Powerful Marketing Tool

Chris Hemphill, director, client AI & operations, SymphonyRM

// By Althea Fung // When Virtua Health, a southern New Jersey-based health system, acquired Lourdes Health System in 2019, the leadership team decided it would be a good time to continue to build on how the now five-hospital system was investing in its marketing initiatives. “[The marketing department] had an opportunity to build technology Read More

Restarting Elective Procedures in an Orderly and Efficient Way

Hitting the pause button on elective procedures has resulted in deep financial losses across all U.S. health systems, and they now face immense pressure to recover financially, as quickly as possible. In Ohio, nonessential elective procedures stopped on March 18 and didn’t reopen until May 1. Even now, only elective procedures that do not require Read More

Using Today’s MarTech to Delight Customers

Ask the Expert, with Scott Brinker, Editor, chiefmartec.com // By Jared Johnson // Marketing technology, or MarTech, is essential for improving the experience we deliver to customers and the efficiency by which we allow those customer journeys to happen. But a lot has changed in a relatively short amount of time, so we need to Read More

How Data Can Create a Better Brand Experience

Drew Diskin, director of marketing technology for Virtua Health

Data available to marketers today is key to creating brand experiences that last, but only when used at patients’ decision points. Drew Diskin, director of marketing technology for Virtua Health, recently shared how the healthcare system underwent a departmental transformation that resulted in a unique approach to being agile with data. eHST: In general, where Read More

Driving Brand Experience with Data

Ask the Expert, with Drew Diskin, Director of Marketing Technology, Virtua Health // By Jared Johnson // Data available to marketers today is key to creating brand experiences that last, but only when used at patients’ decision points. Drew Diskin, director of marketing technology for Virtua Health, recently shared with me how the healthcare system Read More

A New Tool To Hack-Proof Your Mobile Data

Cybersecurity Expert Ralph Echemendia, The Ethical Hacker. Photo credit: Photographer Andres Hernandez

A few days ago, a headline popped up: “Marriott Hacking Exposes Data of Up To 500 Million Guests.” Not again. First a health insurance company. Then a credit reporting agency. And now a hotel chain. How does this happen? Where is the weak link that allows major corporations — and their customers — to be Read More

Digital Trends Affecting Healthcare in 2019

Chris Boyer, director of digital and analytics at University of Minnesota Health and Fairview Health

We asked Chris Boyer, 2018 Healthcare Internet Hall of Fame inductee, director of digital and analytics at University of Minnesota Health and Fairview Health, and host of the touch point podcast to weigh in on digital trends that will affect hospitals and health systems in 2019. Digital transformation is critical for all members of the Read More

Gamified Cybersecurity Tool Empowering Consumers – Coming Soon!

Jane Weber Brubaker

// By Jane Weber Brubaker // A few days ago, a headline popped up: “Marriott Hacking Exposes Data of Up To 500 Million Guests.” Not again. First a health insurance company. Then a credit reporting agency. And now a hotel chain I frequent. How does this happen? Where is the weak link that allows major Read More