What health system marketing chiefs are saying about generative AI

Generative artificial intelligence remains top of mind for health system marketing chiefs heading into 2024.

Some of the biggest health systems in the country have already deployed or plan to pilot generative AI in the new year.

Cleveland Clinic, for instance, intends to use the technology to create marketing content, streamline podcasting and analyze competitors. "We believe these generative AI tools have the potential to transform the way we work in the future," Chief Marketing Officer Paul Matsen told Becker's for a Jan. 4 story.

Renton, Wash.-based Providence, meanwhile, is exploring generative AI-powered search, which Chief Marketing Officer Shweta Ponnappa said "won't be optional" for marketing leaders in 2024. She added: "Healthcare marketers who figure out how to use AI-generated videos correctly will transform the consumer digital experience."

One health system already creating videos with AI is Somerville, Mass.-based Mass General Brigham. For an in-house video to educate clinicians about a new desktop tool, the health system provided the content and script, while generative AI produced an avatar-helmed video. "We are enthusiastic about the potential for generative artificial intelligence," Mass General Brigham CIO Adam Landman, MD, told Becker's last year.

Chicago-based CommonSpirit Health is deploying AI to draft marketing materials, create images and automate patient experience campaigns. "The promise is there. The capabilities are there," said Adam Rice, senior vice president of marketing and communications at CommonSpirit Health, in a July Becker's story. "We're just taking a cautiously optimistic approach to what we're seeing."

Pittsburgh-based Highmark Health has been employing the technology to generate images for early marketing storyboards and create audio for marketing content. "We fundamentally believe this is something that can transform the way that we do business internally, and frankly, the way we interface with our patients and our members," Chief Analytics Officer Richard Clarke, PhD, told Becker's for an October story.

Other health systems using or exploring generative AI for marketing include Children's Hospital of Philadelphia, Hershey, Pa.-based Penn State Health, Morgantown, W.Va.-based WVU Medicine, and New Orleans-based LCMC Health.

"While the potential is mind-blowing and we see many exciting applications throughout the marketing ecosystem, there's still a lot to learn first to ensure its safe and appropriate use," CHOP Chief Marketing Officer Stephanie Hogarth told Becker's for a May story.

Penn State Health Chief Marketing Officer Sean Young agreed with the cautious approach: "As with all content — whether produced by people or AI — it's vital to have effective oversight, proofreading and editing processes in place. It's not simply 'plug and play' automation."

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