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In this episode of This Week in Health Tech episode, Vik welcomes Kevin Smith, AVP, Digital Health, Baptist Health.
We focus on impact of AI in healthcare marketing.
We start out talking about future AI phones and Google, Search Generative Experience SGE.
Kevin provides some background of Baptist Health digital properties and how sites were amalgamated from every hospital having their own sites to centrally managed digital websites and apps.
Vik and Kevin then dig into the HHS's highlighting concern last year for using Google Analytics for analytics since the information collected could be in violation of HIPAA.
We discuss the impact of removing Google Analytics and how not having any tracking technologies is a huge gap and provides no insights into how the users are using the websites. Kevin also provides some options that they are looking into to replace Google Analytics.
Then Kevin and Vik dig into how AI can be used in digital marketing starting with using AI in generating content, images, videos. Kevin also brings up AI policies and if there is a need to disclose use of AI and how do you do that. Maybe using content generation with AI won't work because it may not match the organization or the locality branding.
Many times it is easy to see when content is AI generated because AI uses certain terms more than usual and does not seem natural.
Vik and Kevin then discuss AI chatbots and is this something that could be used on a healthcare site? They discuss the pitfalls of AI chatbot and how the responses are not always trustable. Also what about sharing information with AI solutions and integration from EHR or other sources into the AI solutions.
Kevin then lastly shares a tip for listeners that he has incorporated with his team. They have instituted some brainstorming time once a month that allows the team to use the time away from meetings to think of best use cases for AI, collaborate on these ideas. Hopefully a reset time for the team to come up with enhancements for existing and potentially new solutions.

Guest Kevin Smith Contact Info:
Linkedin: https://www.linkedin.com/in/kevinbradleysmith/

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