SHSMD Virtual Seminar: Leveraging AI in Health Care Marketing and Communications

By popular request, this is now available on demand with a 30-day enrollment period!

Stay ahead of the curve and learn how Artificial Intelligence (AI) is revolutionizing health care marketing and communication strategies. Discover how AI-powered chatbots, content creation tools, SEO strategies, CRM, and targeted advertising can transform patient communications and community outreach. 

Gain valuable insights into the benefits and challenges of incorporating AI into your marketing and communications programs. Learn about ethical considerations and best practices for leveraging AI responsibly to enhance patient experiences and drive innovation in health care marketing. Understand how the role of AI both in perpetuating disinformation and in empowering health care communicators to combat it effectively.

Don't miss this opportunity to explore the latest AI tools and platforms that can help you and your organization stay ahead of the competition in the rapidly evolving health care landscape. Register now to stay at the forefront of health care MarCom innovation with AI.

Format

• 6 New webinars: Six sessions from June 17 to June 28, each from 12:00-1:00 p.m. Central.
• On-demand content: Past conference recordings and AHA webinars on AI.

Session Topics

• Balancing Innovation and Responsibility: AI in Marketing
• Discerning When an AI Use Case is Ready for Your Population
• Future Proofing Health Care Marketing: Why CRM Data is Essential for AI Success
• How to Discern Disinformation and Inoculate the Public Against It
• Brands Who Act More Human Make More Friends
• OK, But How Do I Actually USE AI - AI 101

Webinar Descriptions & Learning Objectives

Balancing Innovation and Responsibility: AI in Marketing

AI in marketing has disrupted traditional health care marketing techniques, transforming the way companies interact with their clients. AI-powered chatbots, content creation, SEO, and advertising are just a few examples of how innovative technologies are being employed to enhance patient experiences, optimize outreach, and drive profitable growth. Understand the benefits, challenges, and ethical considerations of integrating AI in these areas. Gain practical tips for leveraging AI responsibly to drive growth and enhance patient experiences. In this presentation, you'll learn how AI is being used to revolutionize the health care marketing sector. We'll discuss real-world examples, including the latest trends and best practices. Whether you're new to AI or seeking to expand your knowledge, this presentation is essential for anyone involved in health care marketing decision-making.

Learning Objectives:

1. Chatbots have become a central component in health care marketing strategies, and attendees will learn how to leverage these automated tools to save resources while delivering high-quality customer service.
2. Discover how AI-based content creation can enhance brand reputation and optimize SEO in the health care sector: Attendees will learn how to use AI-based content creation to position their brands as industry experts while optimizing SEO and driving traffic to their websites.
3. Learn best practices for using AI-based advertising channels to achieve better ROI and increase engagement in your health care marketing campaigns: We'll examine the latest AI-based advertising channels, including targeting demographics and behavior analytics, to help attendees increase engagement rates, improve conversions, and achieve better ROI in their health care marketing campaigns.

Speaker:
Kim Kelley, Founder, Creative Director, Ali’i Marketing by Design | View Bio

Discerning When an AI Use Case is Ready for Your Population

Google's most recent AI blunder: having to shut down an overview feature on the search page that told users to eat glue and rocks. If the number one search engine can't get it right, does that mean that healthcare should give up too?

No!

As health care leaders we owe it to our patients & clinicians to use the best tools available to deliver a positive experience in their deepest hours of need. During this session, we'll review a framework that you can use to assess whether AI approaches you're considering are ready for your population.

Learning Objectives:

1. Profiling the risks inherent in various AI approaches
2. Assessing cultural, operational, and ethical fit
3. Preventing disasters before they happen: when to walk away from a vendor

Speaker:
Chris Hemphill, Director of Commercial Intelligence at Woebot Health | View Bio

Future Proofing Health Care Marketing: Why CRM Data is Essential for AI Success

It’s a wild time to be in health care marketing. Health care marketers face a unique set of challenges as they navigate new privacy laws, increasing consumer expectations of personalized experiences, and budget concerns. Artificial intelligence tools have been gaining traction in marketing across all industries, but knowing where to start with adoption can be difficult. Discover the proactive approach taken by one health care system in preparing its CRM program to embrace AI opportunities for the enhancement of real-time patient interactions. As exciting as many of these new developments are, it’s crucial to remember that like any tool, AI is only as good as the data that it uses as input. We will explore the importance of creating a unified data structure before attempting to incorporate predictive AI into campaigns. Additionally, we will discuss which data points drive the most effective marketing campaigns, the importance of real-time data usage, and how AI can power one to one patient experiences. 

Since the full potential of generative AI is still being explored, marketers find themselves in a race to discover the optimal ways to integrate it into their workflow. We will highlight the skills marketers should develop to improve their use of GPT tools, including effective prompt writing and the importance of developing a consistent brand voice. Lastly, we will explore the critical role of reporting in understanding campaign success, as well as proving success to key stakeholders within your organization. We will discuss both which KPIs we focus on to improve email performance, as well as what data we are synthesizing to create a comprehensive picture of downstream revenue fueled by CRM efforts. We will also show participants how we evaluate the effectiveness of AI tools with reporting, and how we’re planning on continuing to incorporate these powerful tools into our performance.

Learning Objectives:

1. Differentiate between predictive and generative AI and understand their applications in patient marketing.
2. Identify three ways to prep your CRM program for AI applications.
3. Learn how to measure what matters in real-time marketing automation campaigns. 
4. Gain valuable insights into setting up your own program for success in adapting to the evolving landscape of AI capabilities.

Speakers:
Kylie Worley, Marketing Automation Supervisor, Ochsner Health  
Christina Paik, Sr. Marketing Automation Specialist, Ochsner Health | View Bios

Infodemics: How to Discern Disinformation and Inoculate the Public Against It

The concept of an "infodemic," the widespread dissemination of misinformation, was first coined by David Rothkopf in 2003 during the SARS epidemic, highlighting the alarming spread of false information alongside the outbreak. Disinformation has only taken on new dimensions with the introduction of artificial intelligence. This session will delve into a number of topics related to the infodemic including understanding why people believe disinformation, how to identify it, tactics used by disinformationists to create and disseminate untruths, and how we can beat them at their own game. Furthermore, the session will explore the role of AI both in perpetuating disinformation and in empowering health care communicators to combat it effectively. Dr. Hoffman will also discuss the importance of developing partnerships with other community groups including public health to better inoculate against the infodemic and prepare for future crises.

This session will include worksheets and interactive discussion. Examples of disinformation campaigns including the work of the "disinformation dozen" will be shared. 

Learning Objectives:

1. Tell the difference between disinformation and misinformation and recognize identifiers.
2. Craft and implement strategies to address misinformation and disinformation.
3. Learn how to communicate with those who believe disinformation.
4. Explore the role of AI both in perpetuating disinformation and in empowering health care communicators to combat it effectively.

Speaker:
Dr. Pauline Hoffmann, Associate Professor, St. Bonaventure University and Cattaraugus County Health Department  | View Bio

Brands Who Act More Human Make More Friends

There is room for humor—and AI avatars in health care! Learn what it means to humanize your brand and do it successfully, through the story of this out-of-the box, light-hearted, campaign that tested the AI waters cost-effectively. You’ll also take away ideas for extending your paid marketing campaign into organic social and see the value a strong external campaign can have on internal employee engagement. We’ll wrap it all up by sharing some of the unique challenges, lessons learned and exploration into the development of Loretta AI chatbot functionality.

Learning Objectives:

1. Participants will learn about a surprising way to humanize their brand using humor and an AI version of an established spokesperson.
2. Participants will take away out-of-the-box ideas (including leveraging AI) to extend a paid marketing campaign into organic social.
3. Participants will see how AI image-and voice-generating technologies were leveraged to drive strong internal and external engagement.

Speakers:
Kevin Tripodi, SVP, Group Creative Director, Mower
Julie Sheedy, Chief Marketing and Engagement Officer, Loretto | View Bios

OK, But How Do I Actually USE AI - AI 101

After this impactful series focusing on AI strategy and usage in different health care applications, you’re likely very excited about the impact AI can have on health care marketing and improving the patient experience. But, if you’re newer to AI you may still be asking yourself how to actually get started!

We’ll wrap the series with this impactful 101 session. Broken down into three sections, attendees will walk away with a meaningful understanding of which AI tools may be useful in different scenarios, the six tenants to using AI in health care marketing, and real-world examples of how you can use AI in your day-to-day job.

Make sure you have a notebook handy. This session will provide actionable information to help you start using AI immediately.

Learning Objectives:

1. Understand the primary AI platforms (right now), their differentiators, and examples of different tasks where they shine. 
2. Learn the 6 Health Care Marketing AI Tenants to guide you and your team as you begin implementing AI into your daily workflow.
3. Discover real examples of ways to start using AI in your day-to-day work.

Speakers:
Jenny Bristow, CEO, Hedy & Hopp
Mark Brandes, Director of Decision Science, Hedy & Hopp | View Bios