What Can AI Unlock for You as a Healthcare Marketer?

// 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 to trying to find a needle in a haystack.

AI is already all around us in our daily lives without our being conscious of it. Waze routes us around accidents and highway construction; Gmail completes our sentences and points out our typos; Siri and Alexa answer our spoken questions and serve up the information we’re looking for; Amazon makes product recommendations.

At eHST, we’ve looked at AI from multiple angles over the past few years — social listening, voice technology, conversational technology, personalization, clinical applications, and more [see additional information at the end of this article]. But from a pure marketing perspective, what is the state of AI? Where are marketers on the adoption curve? What are the most promising use cases? What are marketers hoping AI will do for them?

Paul Roetzer, CEO, Marketing Artificial Intelligence Institute

A study conducted by the Marketing Artificial Intelligence Institute in late 2020 sheds light on these questions. The Marketing AI Institute provides “expert content, online education, interactive tools, strategic consulting, and live events,” according to its website. Paul Roetzer, CEO, offers this simple definition: “I have come to define marketing AI as the science of making marketing smart.”

In this article, we’ll share some highlights from the study — “2021 State of Marketing AI Report” — and some key insights shared by Roetzer and co-presenter Maggie Crowley of Drift during a webinar discussing the results.

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