This article was written for Greystone.Net by Jessica Levco, a freelance healthcare writer and event strategist.

Recently, we chatted with Jake Poore, president and chief experience officer at Integrated Loyalty Systems, Inc. He’ll be our keynote speaker at #HCIC26, Oct. 25-28 in Orlando. 

He wrote a blog for us to describe what his session will be about, but when he said, “The mourning period about AI taking our jobs is over,” we asked a few questions about how marketers should reinvent themselves in this AI-driven landscape.

“I’ve been hearing complaints and concerns about AI for two years,” Poore says. “But guess what? AI is here! It’s not going anywhere. Instead of being fearful about it, we have to redefine what we do as healthcare marketers.”

Poore shared a few ways on how to do that:

• Go after the money. The era of “spray-and-pray marketing” marketing is over. Now, marketers need to figure out what happens after the patient shows up. “The average hospital leaves millions of dollars on the table because patients they already have aren’t following up on their appointments, their medications, their exams,” Poore says. “If I were a marketing person, I would take that up and run with it.”
• Deliver on your brand promise. “Most employees can’t deliver on a promise they don’t know,” Poore says. “And even when they see billboards that say, ‘your health deserves a partner,’ what’s a good partner supposed to do?” Poore says this is an opportunity for marketers to build the brand into recruiting, onboarding, training, the contact center and the full patient journey.
• Hire a data analyst. Too many health systems don’t capture the right information on the front end, which means they can’t mine anything useful on the back end. A data analyst embedded in the marketing team changes that. They can identify where referral pipelines are breaking down, which patient populations aren’t following through on scheduled procedures and more.