AI Hallucinations in Healthcare: The Hidden Risk to Your Brand, Compliance, and Patient Trust
This session is part of
AI in Healthcare Marketing Week
A virtual summit for healthcare marketers and digital strategists from eHealthcare Strategy & Trends
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Presented June 17, 2026 at 2:30 p.m. Eastern
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Panelists:
Stewart Gandolf, CEO,Healthcare Success
Brandon Schakola, Senior Director, Digital Services, Healthcare Success
Pansy Lee, Head of Product, inlets.ai
John Davey, Vice President Marketing Technology, Mount Sinai Health System
Moderator:
Jared Johnson, Host, Healthcare Rap Podcast, and eHealthcare Strategy & Trends Editorial Advisory Board Member
Session Sponsor:
AI is rapidly becoming the front door to healthcare, shaping how patients discover providers, evaluate treatment options, and make care decisions. But as large language models increasingly sit between your organization and your audience, a new and largely invisible risk is emerging: AI hallucinations. These inaccuracies can misrepresent your services, distort clinical information, and even fabricate details about your organization, putting your brand reputation, regulatory compliance, and patient trust at stake.
In this session, we’ll unpack how and why AI hallucinations occur in healthcare, why the risk is disproportionately high in this industry, and what it means for marketing, compliance, and digital strategy leaders. We’ll explore how organizations can proactively identify where AI is getting their brand wrong by drawing from real-world experience and emerging tools including LLM monitoring systems designed to detect hallucinations and assess sentiment at the service-line level.
More importantly, this session will move beyond the problem and into practical action. You’ll learn how to protect and strengthen your brand in an AI-driven search environment, including strategies like competitive visibility analysis, content optimization for AI interpretation, and governance approaches that reduce risk.
You’ll learn how to:
- Understand the causes and implications of AI hallucinations in healthcare, including risks to brand reputation, compliance, and patient trust
- Identify where and how AI may be misrepresenting your organization using emerging monitoring tools and competitive visibility analysis
- Apply practical strategies to reduce hallucinations, improve AI-driven search visibility, and strengthen brand safety in an evolving digital landscape
Panelists
Stewart Gandolf
CEO
Healthcare Success
Since 2006, Stewart Gandolf has led Healthcare Success in becoming one of the nation’s most trusted healthcare and digital marketing agencies. With over 20 years of experience, he has personally marketed and consulted for more than 1,500 healthcare clients, ranging from individual practices and hospitals to multi-billion-dollar healthcare corporations. A recognized thought leader in healthcare marketing, Stewart regularly speaks at national and international conferences, shares insights via his healthcare marketing podcast and contributes to his blog, which reaches over 20,000 executives and clinicians each month.
Brandon Schakola
Senior Director, Digital Services
Healthcare Success
With 16+ years’ experience, Brandon Schakola has broad and deep expertise across B2B, B2C, and C2C areas of SEO Marketing, having worked with some of the largest brands. His expertise in Semantic SEO and Technical SEO have guided brands through site migrations and redesigns, standing up new brands/verticals with go to market strategies, and building growth strategies. He is leading internal AI adoption initiatives and guiding AI SEO visibility experimentation.
Pansy Lee
Head of Product
inlets.ai
Pansy Lee is Head of Product at inlets.ai, an AI visibility platform built specifically for healthcare organizations to monitor and improve how their brands and providers appear in models like ChatGPT and Gemini. With over 20 years in tech, Pansy began her career in marketing at companies including Microsoft and RLDatix, a patient safety platform, before transitioning into product leadership at Intuit and Clearco. Her background spans healthtech, consumer apps and fintech. At inlets.ai, she's bringing both sides of her career full circle, applying her marketing and product experience to help healthcare brands navigate AI-driven discovery.
John Davey
Vice President Marketing Technology
Mount Sinai Health System
John Davey, Vice President Marketing Technology at Mount Sinai Health System, is a seasoned marketing professional with more than 15 years of experience successfully implementing digital marketing strategies designed to meet strategic business goals for world-class health systems, academic medical centers, and research institutes.
Do you have valuable content that you'd like to get in front of decision makers at hospitals, health systems, and physician groups?