A Health Care Marketer’s Roadmap: Replacing AI Fragmentation with Clear Direction
How Northwell Health and Children’s Wisconsin replace random acts of AI with a strategy for sustainable adoption.
// By Wendy Margolin //
Deciding which AI tools to use and how to deploy them effectively can feel like assembling IKEA furniture. It’s supposed to be easy, functional, and improve your experience, but staring at dozens of pieces and instructions is enough to make you want to call a handyman.
Health care marketers face a similar challenge with AI. New tools and use cases arrive constantly, each promising greater efficiency, personalization, or productivity. But experimenting with the latest technology may not translate into meaningful progress for your organization.
During eHealthcare Strategy & Trends’ webinar, Stop Chasing AI “Shoulds”: A Focus-First Approach for Health System Marketers, leaders from Unlock Health, Northwell Health, and Children’s Wisconsin shared tips for navigating beyond fragmented AI testing toward AI systems that work for your specific marketing organization. The webinar was part of eHST’s June virtual summit, AI in Healthcare Marketing Week.
Left to right: Luke Farkas, vice president, innovation, Unlock Health; Daniel Fell, health systems practice lead, Unlock Health; Joe McMahon, vice president, Northwell Health’s enterprise change management team; Anne Martino, chief marketing and communications officer, Children’s Wisconsin
“Working in health care marketing over the last few years means being a full-time marketer and also a part-time AI trends tracker,” says Luke Farkas, vice president of innovation and AI at Unlock Health.
Here, the panelists discuss how to manage change brought about by AI, share a framework for understanding an organization’s starting point, and explain how to avoid one-off AI successes that seem like innovation but don’t create lasting impact.