Full transcript page here.

In this episode, we’re redefining how healthcare marketing leaders approach artificial intelligence (AI) with Paul Roetzer, founder and CEO of the Marketing Artificial Intelligence Institute, and Chris Bevolo, Chief Transformation Officer at BPD. Together, they explore how AI is reshaping the healthcare marketing landscape, the challenges organizations face, and the steps they can take to move forward.

Understanding the Current Landscape

AI's impact on marketing is profound, yet most organizations are still in the early stages of adoption. Paul Roetzer introduces a three-phase framework to help organizations evaluate their position:

1. Understanding: Teams are aware of AI’s potential but are still learning its capabilities.
2. Piloting: Marketers are experimenting with tools and processes, often in isolated efforts.
3. Scaling: Organizations have fully integrated AI into workflows, supported by leadership and structured frameworks.

Currently, most healthcare marketers are in the understanding or piloting stages. While excitement surrounds AI tools like ChatGPT and Google Gemini, many struggle with AI literacy and fear falling behind. However, as Roetzer emphasizes, “You’re not behind. Most of the market is still just trying to understand AI.”

Overcoming Barriers to AI Adoption

Healthcare marketing, like the industry itself, tends to be conservative. This cautious approach often slows AI adoption. Marketers face two primary obstacles:

• Lack of literacy: Many teams are unsure how to begin using AI or which tasks can benefit from automation.
• Resistance to change: Fear of job displacement and hesitation to adopt new processes hinder progress.

Roetzer shares an example of a healthcare organization hesitant to embrace AI despite an untapped opportunity. By integrating tools like Descript for podcast editing and transcription, the organization could save hours of work and improve output quality—without introducing risk or regulatory challenges. This highlights the need for education and a shift in mindset.

Preparing for the Future

AI technology is advancing rapidly, with potential updates to ChatGPT and Google Gemini expected to improve reasoning and planning capabilities. These innovations will allow AI to handle multi-step processes, revolutionizing workflows. For healthcare marketers, staying ahead requires not only adopting today’s tools but also planning for tomorrow’s advancements.

Chris Bevolo notes that a lack of imagination often limits progress. “People focus on what’s possible today instead of thinking beyond. AI isn’t just about writing a blog post—it’s about imagining how the tools of tomorrow will redefine marketing.”

Three Steps to Start Integrating AI

Roetzer outlines a straightforward framework for marketers ready to move beyond understanding and start integrating AI into their strategies:

One: Education and training

• Host AI literacy workshops or enroll teams in introductory courses.
• Form an AI council to guide strategy and identify opportunities.

Two: Establish guidelines

• Develop clear policies for AI use, including data handling and content creation.
• Provide guardrails to encourage safe experimentation.

Three: Engage in pilots

• Identify low-risk, high-reward use cases like content generation or campaign planning.
• Measure the impact of AI tools on efficiency and outcomes.

A Call to Action

Healthcare marketers have a unique opportunity to leverage AI not as a replacement for creativity but as a catalyst for growth. By integrating AI tools, teams can expand their capabilities, execute more campaigns, and better connect with audiences. The key is to start now—educate teams, experiment with tools, and build a roadmap for the future.

For deeper insights, join Paul Roetzer at the Joe Public Retreat this December, where health system CMOs will discuss AI’s evolving role in marketing. Visit joepublicretreat.com to learn more.