Health system marketing teams continue to turn to generative AI to direct content and strategy.
Aurora, Colo.-based UCHealth, for instance, is using the technology to enhance its virtual assistant with more natural, conversational language; generate images for storyboards for marketing campaigns; and create animatics to bring video concepts to life and enable better consumer testing.
“At UCHealth, our marketing department is harnessing the power of generative AI to elevate the patient experience and streamline workflows that were once too complex, costly or time-intensive to execute efficiently,” Manny Rodriguez, chief marketing, experience and customer officer of UCHealth, told Becker’s.
His team is also launching a departmentwide task force this summer to strategically expand AI’s role across marketing, communication and patient experience. The group aims to identify new tools, applications and best practices to maximize the value of AI use, as well as establish policies and procedures to ensure patient privacy and AI review and accuracy.
Marlton, N.J.-based Virtua Health’s marketing department is deploying generative AI across social media, email marketing, video production for first drafts and ideas for headlines and subject lines.
“We believe AI still needs strong human supervision,” said Chrisie Scott, senior vice president and chief marketing officer of Virtua Health. “Some things can sound polished but miss the mark emotionally or contextually. We’ve been intentional about making sure our brand voice and core values stay true. As professional communicators and marketers, we never want to compromise trust and authenticity for convenience. The key for us is to use it responsibly and discuss its applications regularly to accelerate our collective learning.”
At Reno, Nev.-based Renown Health, the marketing department’s web team has employed generative AI to speed up page creation in its content management system, draft metadata and optimize content structure to boost search engine optimization, and translate its website into Spanish in real time.
“The biggest challenge is adoption, teaching the team how to use AI in a safe and thoughtful way,” said Nardeep Singh, manager of marketing technology at Renown Health. “Because we work in healthcare, we have to be conservative about where and how we apply AI. There’s still a lot of change and uncertainty in the technology, so staying HIPAA-compliant and informed takes ongoing effort.”
The benefits have included faster content production, better structure and reusability in the content management system, and less manual work for translations and search engine optimization, she said.
“We see AI as a long-term tool, not a shortcut,” she said. “So we’re focusing on building the right habits early.”
