Scaling Smarter: How Health Systems Are Turning AI Tools Into Real Content Strategy

Emily Baker, AVP of engagement strategy at BPD

Generative AI is changing how health care organizations create, scale, and govern content. The promise is speed and leverage, from faster drafting and versioning to more efficient optimization for evolving search and discovery. The challenge isn’t access to tools, it’s operationalizing them. That means agreeing on which tools are approved, defining clear review and approval workflows, and training teams so they can use AI quickly and responsibly.

Marketing and digital leaders discussed how they are navigating this shift in a recent eHealthcare Strategy & Trends webinar, “AI and Content: Turning Generative Tools Into a Scalable Strategy,” moderated by Emily Baker, AVP of engagement strategy at BPD. The conversation focused on how health systems can move beyond scattered experimentation and begin to put real structure around how AI shows up in content work.

As Carolina Anthony, executive director of digital marketing at AdventHealth, put it, “You can buy tools overnight that have AI integration. What you can’t buy is adoption.”

The panelists talked candidly about where teams are making progress, where they are still running into friction, and why human judgment continues to matter as AI becomes more embedded in content creation and discovery. Topics ranged from governance and compliance to preparing content for AI-driven search and zero-click experiences.

Read the full article to learn how health care organizations are integrating AI into content strategy without losing clarity, consistency, or the human voice behind the work: AI and Content: Turning Generative Tools Into a Scalable Strategy for Health Systems

Best regards,
Matt Humphrey
President