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This article was written for Greystone.Net by Jake Poore, Founder and President of ILS. Jake will be one of the Keynote Speakers at HCIC in Orlando in October.
This fall, I’m excited to be the keynote speaker at #HCIC26, Oct. 25-28 in Orlando. I know the conference will be filled with sessions on how to make the most out of AI, but here’s something I’ve been thinking about: great clinical care and AI efficiencies are no longer enough.
That’s because every hospital in your market will start using the same technology to spit out all their marketing copy and clinical claims. When everyone has the same tools, those tools stop setting you apart. But no algorithm can manufacture how your brand makes people feel.
We have to start connecting with our patients. One size fits one; not all. When patients feel seen, heard and valued, they reward us with their loyalty and their advocacy. These are two outcomes no marketing budget can buy.
Here’s a sneak peek about what I’ll be talking about on stage:
Why this matters now. AI is becoming the operating system of healthcare, and that is a good thing. Let it carry the transactional load, the documentation, the scheduling, doctor-patient transcripts, the follow-up reminders. The opportunity with AI is the time it gives us back. Used well, AI frees our people to be more human; not less. Used poorly, you get speed without warmth. Patients feel that instantly.
Reframe your career. The marketers who lose their jobs are the ones who defined their value as production. The ones who become indispensable reposition from advertiser to architect of the experience brand. Your job is to make your brand’s promise come to life, every day and at every touchpoint. That is the work AI can’t do for you.
Close the “say-do gap.” A brand promise can’t live on a billboard. A line like, “your health deserves a partner” means nothing until every care team member knows what a good partner does. The promise has to show up at the bedside, in the contact center, in onboarding, in training, in every hand-off along the way. Marketers who build the brand into all of that become essential to their organization.
Make the experience your media channel. Loyalty and advocacy are earned in human moments, not bought with ad spend. The most trusted marketing in healthcare today is a patient who felt cared for telling someone they love. You can’t purchase that kind of ad. You can only earn it, one authentic interaction at a time.
Put patients first. Roughly 40 seconds of compassionate communication measurably lowers patient anxiety, according to a study in the Journal of Clinical Oncology. Differentiation does not require a bigger budget. It requires a repeatable, trainable human connection. A good friend and client of mine once said, “it shouldn't cost a million bucks to make someone feel like a million bucks.”
Register now for #HCIC26, Oct. 25-28 in Orlando. See you there!
