Count On Coffey

By Jeremy Dietz, Director of AI Strategy and Content

The 31st Healthcare Marketing and Physician Strategies Summit took place in Salt Lake City, May 3–6. This year's event had an entire track dedicated to "AI & Intelligent Innovation." Here are a few notable takeaways from that track and from the conference in general.

AI is changing how your brand is discovered online

In several sessions, presenters noted that AI search tools are causing a decline in website traffic. Some context here is useful, though. While consumers are certainly using AI for general health searches, they are still turning to healthcare websites to find providers and locations.
For most of Coffey's clients, search traffic is up so far this year, not down.
The bottom line: Check your data before you panic when you hear that AI is stealing website traffic. Regardless of where your traffic sits today, now is the time to start making sure your website is optimized for agents and designed with conversions in mind.

There's a trust gap

Numerous sessions addressed the trust gap between healthcare consumers and organizations. Of course, consumers often don't trust AI either, which makes implementing patient-facing AI a tricky proposition.
Bridging the gap: Being transparent about how you use AI in your work and how you monitor the outputs is one way to build trust with your team and community. Creating an overall statement about AI principles that you apply to each potential use case is a good place to start.

Efficiency ≠ transformation

For many, the default approach to AI is to use it to work faster. But, as several presenters pointed out, the bigger and more strategic play is to reimagine your workflows and the patient journey.
Thinking bigger: If you're still in the pilot project phase of AI, you're not alone. But now is a good time to start reimagining workflows in addition to trying out tools.

Categories: AI