The Future of Health Care Digital Strategy: Designing, Implementing, and Scaling Digital Value in the Age of AI

Most health care marketing teams aren't starting from zero. They're already experimenting with AI. The challenge is moving from "AI when I think of it" to "AI first." This foundational session sets the stage for the rest of the course by helping marketing, digital, and strategy leaders understand where they are on the AI adoption curve, where their peers are, and how to build the internal conditions for intentional, scalable AI use. We'll cover what AI actually is and isn't, how to benchmark your team's readiness against real industry data, and how to identify and prioritize the right pilot projects for your organization.

Learning objectives:

• Explain what AI is in plain language and correct the most common misconceptions that stall adoption.
• Benchmark your team's current AI use against industry peers and identify where you fall on the adoption curve.
• Apply a practical framework to evaluate, select, and prioritize pilot projects based on risk, effort, and payoff.
• Identify the mindset shifts needed to move from reactive, tool-driven AI experimentation to intentional, scalable implementation.

Generative AI is reshaping how patients discover health care, often before they ever reach a website. As AI-powered search experiences like Google’s SGE and AI Overviews expand, traditional SEO metrics, organic visibility, and traffic models are being disrupted.

This session explores how these shifts impact KPIs and paid media dependency, and outlines practical strategies to adapt. Attendees will learn how to align paid and organic efforts, protect search visibility, and future-proof their digital presence in an AI-driven search landscape.

Learning objectives:

• Adjust SEO strategies to stay visible in AI-powered search platforms like Google SGE.
• Apply tactics to improve digital accessibility and optimize for voice search.
• Develop approaches for building trust and engagement in AI-driven search environments.

Patients, families and even referring clinicians are now relying on AI systems, AI Overviews, LLMs, chatbots and navigation tools, as the de facto front door to health systems. When those systems hallucinate, rely on bad data or surface outdated information, hospitals pay the price in brand damage, clinical risk and operational friction.

This session introduces a practical framework to diagnose and fix what AI sees and says about your organization. You’ll learn how AI misrepresents health systems, how fragmented data and broken knowledge graphs undermine visibility, and how to build an “Everywhere” presence that positions your organization as a trusted, authoritative source in AI-driven search.

Learning objectives:

• Identify at least three ways AI systems can misrepresent or misroute patients to and from organizations and quantify the associated brand, safety and access risks.
• Design a basic knowledge graph cleanup and Everywhere stack plan that connects SEO, listings, reviews, PR and content so AI tools see their organization as a consistent, authoritative source.
• Implement an AI oversight playbook including monitoring, clinical, brand, legal review and correction workflows to continuously improve what AI says about their hospitals and key service lines.

Google Business Profile is not a directory listing. For most patients, it is the front door to your brand, your reputation, and your access experience. This session shows how to treat Google Business Profile as the center of your digital ecosystem, not an afterthought owned in fragments. Attendees will learn how to build a scalable optimization and governance model across multi-location systems, improve discovery and trust through accurate data and review strategy, and reduce friction from search to action using clear pathways to call, message, and schedule. We will also cover practical workflows for legal and compliance alignment, plus a measurement approach that connects local visibility to downstream conversion signals and service line priorities. Participants will leave with a simple checklist and a repeatable operating cadence.

Learning objectives:

• Build a scalable Google Business Profile operating model by organization type.
• Optimize Google Business Profile for discovery, trust, and conversion in health care.
• Measure and communicate impact in an AI-first search environment.

AI-driven discovery rewards organizations that show up consistently across platforms, not just on their own websites. This session focuses on how to build the authority signals AI systems rely on by creating and distributing answer-first content across YouTube, Q&A formats, and third-party ecosystems. You’ll learn practical ways to structure content for AI ingestion, extend its reach across channels, and turn thought leadership into measurable visibility.

Learning objectives:

• Create answer-first content designed to be surfaced and cited by AI systems.
• Structure video, Q&A, and long-form content for effective AI ingestion and visibility.
• Build a cross-platform distribution and repurposing approach that strengthens authority signals across YouTube, third-party ecosystems, and owned channels.

As health care enters the post-AI era, consumer expectations for seamless, personalized digital experiences are higher than ever. This session will take attendees through the full journey of transforming a concept into a measurable strategy. We’ll explore how to create a compelling vision for digital engagement, define processes and requirements, and conduct research that informs design and product decisions. Learn how to integrate product knowledge with human-centered design principles to deliver intuitive, consumer-focused experiences. Finally, we’ll cover how to measure success using data storytelling, key metrics, and ROI reporting to ensure your strategy drives both engagement and organizational value.

Learning objectives:

• Participants will learn how to translate consumer expectations, organizational goals, and emerging AI capabilities into a clear, actionable digital vision that guides product, design, and marketing decisions.
• Attendees will understand how to develop the processes, requirements, research approaches, and design methods needed to move from concept to implementation, ensuring alignment across marketing, digital, clinical, and technical teams.
• Participants will gain strategies for identifying key performance indicators, creating dashboards, and using data storytelling to demonstrate ROI, drive continuous improvement, and communicate value to executive leadership.