News & Insights

News & Insights


A wake-up call on the future of the CMO role at healthcare organizations

Navigating new technology in an already complex healthcare marketing ecosystem can not only deliver impact, but can help with a strategic edge in today’s omnichannel world. As we step into 2024, the convergence of generative AI and machine learning promises to revolutionize the way healthcare brands and agencies can approach omnichannel marketing challenges. These advanced technologies can help enable personalization, streamline patient experiences, optimize campaign strategies, all while unlocking new opportunities.

Our team at BPD is exploring and leaning into four key areas of impact that we’re most excited to build against in 2024.

1. Hyper-Personalization through Generative AI:

Generative AI is set to redefine the meaning of personalization in marketing. In 2024, healthcare marketers will create highly personalized content for each individual consumer at scale with AI tech that uses vast amounts of data to. Whether it's custom-tailored advertisements, or personalized emails, generative AI will enable marketers to connect with their audience on a deeper, more meaningful level. 

2. Predictive Analytics for Targeted Campaigns:

Machine learning algorithms are becoming increasingly adept at analyzing patient behavior and predicting future trends. In 2024, healthcare marketers will rely on these predictive analytics to optimize their omnichannel campaigns. By leveraging historical data and real-time insights, machine learning models can identify patterns, forecast trends, and recommend strategies for maximizing the impact of marketing efforts. BPD is investing in growing these capabilities for our clients. The question we often get asked in marketing: “is the juice worth the squeeze?” Maximizing our data to predict ROI will be game-changing, especially for service line marketing campaigns. 

3. Seamless Cross-Channel Integration:

Omnichannel marketing aims to provide a unified and seamless experience across various channels, including social media, email, websites, and physical locations. Generative AI and machine learning will play a crucial role in achieving this integration, enabling marketers to deliver consistent messaging and experiences throughout the customer journey. Machine learning algorithms can analyze patient interactions in a privacy-safe way to deliver across different channels and adapt marketing strategies in real-time. BPD is currently delivering these personalized journeys in strategies supporting our Precision Marketing efforts.

4. Enhanced Customer Engagement with Chatbots:

With the rise of healthcare consumerism, generative AI-powered chatbots will become indispensable tools for patient engagement in 2024. These intelligent virtual assistants can understand natural language, provide instant responses, and offer personalized recommendations. As patients increasingly seek more meaningful information and personalized interactions, chatbots driven by generative AI will become the go-to solution for healthcare providers looking to enhance support across multiple channels.

Overall, as we enter 2024, the power of generative AI and machine learning is set to redefine the landscape of omnichannel marketing. As marketers navigate this evolving landscape, the key to success lies in adapting to these transformative technologies and leveraging them to create more meaningful connections. Want to learn more? Contact our team to explore how BPD’s data-driven marketing approaches can help you lead next year.

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