From Dashboards to Decisions: How AI Is Reframing Health Care Attribution
Health care leaders from The Ohio State University Wexner Medical Center, Strategy Collective, and Shore Capital Partners share how AI can help marketing teams connect fragmented data, spot performance shifts earlier, and build measurement around real patient and business outcomes.
// By Therese Lockemy, MBA //
Health care marketers have no shortage of dashboards. The harder question is whether those dashboards measure what actually matters.
During AI in Healthcare Marketing Week, a virtual summit hosted by eHealthcare Strategy & Trends, a panel of health care marketing and growth leaders explored why attribution remains so difficult and where AI can make measurement more useful.
Left to right: Matt Lee, cofounder and managing director, Strategy Collective; Lina Soliman, director of omnichannel strategy, The Ohio State University Wexner Medical Center; Kelsey Linden, vice president, commercial excellence, Shore Capital Partners.
“We, as an industry, continue to confuse volume with value,” says Lina Soliman, director of omnichannel strategy at The Ohio State University Wexner Medical Center.
AI can help connect signals, recognize patterns, and move teams from explaining past performance to acting on emerging problems. But first, organizations need to agree on what success means and build the data foundation to measure it.
The challenge starts with the disconnect between marketing activity and the business of delivering care. A click may lead to a form fill or phone call. That inquiry may become an appointment. But that appointment may not be kept, capacity may be constrained, and the person who receives care may not even be the person who first engaged with the marketing.
Read on to learn how AI uncovers new information, and how that may change the strategy, reveal operational issues that must be solved first, or require clearer definitions of what is being measured.