Leveraging AI in Health Care Marketing and Communication

Explore this on-demand course on AI in health care marketing. Explore practical strategies, real-world workflows, and on-demand content that will help you harness AI tools to improve patient engagement, boost efficiency, and future-proof your marketing programs.

Why it matters: According to Sage’s survey “The Health Care C-Suite’s Take on AI,”

• 75% say AI can reduce operational costs by improving efficiencies.
• 67% say their organization now invests in AI technologies to enhance patient care.

Module 1 | AI in Health Care Marketing: A Two-Part Practical Series

Part 1: Getting Started: What Your Peers Are Doing and What You Can Learn from Them

Description:
This session kicks off a two-part series on using AI in health care marketing. You’ll learn how hospitals and health systems are using AI tools today and where they’re seeing real value. You’ll walk away with a few simple, accessible ways to get started (even if you’re short on time or tech resources) and reassurance that you’re not as behind as you think. Whether you’re experimenting or just curious, this session will give you the context and confidence to take the first step.

Learning Objectives:

1. Identify common ways hospitals and health systems are currently using AI tools in marketing efforts.
2. Discover simple ways to start using AI in your marketing, even if you're short on time or tech tools.
3. Gain confidence and context by comparing your organization’s AI readiness with that of industry peers.

Part 2: Advanced Applications of AI in Health Care Marketing: Real-World Workflows, Prompts, and Tools to Put AI to Work

Description:
In this session, you'll go beyond the basics and dig into hands-on examples, time-saving tools, and real-world workflows you can try. Learn how to use AI to boost productivity and creativity, without sacrificing compliance or credibility. You’ll walk away with step-by-step how-tos, tested prompts, and templates you can immediately apply to your content planning and campaign workflows. We’ll also cover common missteps (so you can avoid them) and share practical tips to help you build a confident, sustainable AI-assisted workflow.

Learning Objectives:

1. Apply practical AI tools, prompts, and templates to improve efficiency in content creation and campaign planning.
2. Explore examples of AI-assisted workflows that balance compliance, credibility, and creative output.
3. Recognize common missteps in AI adoption and develop strategies to build a sustainable, effective marketing process.

Speaker:
Lacey Reichwald
Director of Marketing
Aha Media Group

Module 2: Adapting to AI: How Generative AI is Reshaping Health Care Marketing and SEO

The evolution of generative AI is quietly disrupting traditional health care marketing strategies, especially in SEO. As AI-powered search experiences like Google’s Search Generative Experience (SGE) gain prominence, health care brands face declining website traffic and visibility in organic search rankings. This session will explore how these changes impact key performance indicators (KPIs) and lead to an over-reliance on paid media spend.

This session will delve into actionable strategies to adapt to AI-driven search environments, balance paid and organic tactics, and future-proof your health care brand’s online presence in the era of AI Overviews.

Learning Objectives:

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

Speaker:
Stephen Fogg
President & VP of Marketing
Fogg Media

Module 3: Cultivating Patient Loyalty by Connecting Content, Data & AI

Now more than ever, your audience expects your marketing to be highly relevant to them. In fact, 88% of US adults say it is important for brands to remember past interactions with them and engage with them based on that shared history. But how do you collect marketing data that helps you tell a compelling and relevant story to your patients and stakeholders, while also remaining HIPAA compliant? In this session, we will share examples from across the health care space, drawing from examples from hospital systems, insurance companies, and caregiving organizations.

Learning Objectives:

1. Create content that aligns with your audience segments’ priorities and goals
2. Nurture audience segments through content series and content upgrades
3. Identify how to empower your audiences to personalize their marketing experiences

Speaker:
Zontee Hou
Managing Director
Convince & Convert

Module 4: The Future of Personalized Health AI

Emerging prototypes from large players such as Google’s Personal Health Agent and Microsoft’s Path to Medical Superintelligence are driving the future of patient engagement. Combined with the rise of AI-integrated wearables, these innovations point toward a world of hyper-personalized, AI-mediated health care experiences. This session explores how these shifts will reshape patient expectations and what health care marketing and communications professionals can do today to build trust and prepare their organizations for an AI-enabled future.

Learning Objectives:

1. Describe emerging trends in AI and wearable technology that are transforming patient engagement and expectations.
2. Identify how marketing and communications teams can adapt content, outreach, and trust-building strategies in response to these changes.
3. Recognize the importance of structured, accessible content as a foundation for future AI readiness and personalized engagement.

Module 5: Putting the Robots to Work: AI-Powered Campaigns That Win

Explore how artificial intelligence is reshaping advertising workflows in health care marketing. This session provides a behind-the-scenes look at how AI can be integrated across the campaign lifecycle, from audience development to creative optimization, to improve performance and efficiency. We’ll share real-world use cases to highlight how these AI-powered approaches can streamline campaign execution and improve outcomes compared to traditional methods.

Learning Objectives:

1. Use synthetic audiences to predict real human behavior at a fraction of the cost.
2. Integrate claims, demographic, and behavioral data to build precise audience segments and activate them directly in ad platforms.
3. Deploy AI agents to handle creative testing, rapid insight generation, trend identification, and auto-pacing—so your team can move from idea to live campaign in record time.
4. Build your own AI agent to inform audience personas and guide strategy.

Speaker:
Amanda Herriman
Director of Strategy
WAX

On-demand Content

Includes all recordings from the 2024 Leveraging AI course, plus more! Some examples are:

• Balancing Innovation and Responsibility: AI in Marketing
  Explore how AI tools like chatbots, SEO, content creation, and advertising are reshaping health care marketing strategies. This session covers practical use cases, ethical considerations, and tips for leveraging AI to drive growth, engagement, and patient experience improvements.
• Discerning When an AI Use Case is Ready for Your Population
  Learn a practical framework to assess if an AI tool is a good fit for your patient population. We'll explore how to evaluate risks, identify red flags with vendors, and know when to proceed—or walk away—from AI initiatives.
• Future Proofing Health Care Marketing: Why CRM Data is Essential for AI Success
  Discover how predictive and generative AI tools rely on strong CRM foundations to deliver real-time, personalized marketing. You'll learn how to prepare your data, choose the right metrics, and measure AI’s impact on patient engagement and revenue.
• Brands Who Act More Human Make More Friends
  See how a health care organization used humor and an AI avatar to humanize its brand and increase engagement. This session offers creative ideas for blending paid and organic strategies, and shows how AI can strengthen both internal morale and external reach.
• OK, But How Do I Actually USE AI - AI 101
  If you're new to AI, this session will give you a simple breakdown of top tools, how to use them, and where to start. Walk away with actionable examples, guiding principles, and immediate ways to apply AI to your marketing workflow.