Doing More With Less With HCIC Insights

The annual Healthcare Internet Conference is a team favorite at Doximity. Hosted in Los Angeles, CA, the conference featured an incredible lineup of industry experts and thought leaders. One major takeaway from the conference was that healthcare marketers, more than ever before, are being asked to do more with less. There is an increased pressure to justify spending and prove outsized value. Various sessions addressed how marketers can do just that, and we’re sharing some key takeaways. 

Moneyball Marketing: Building a Winning Marketing Plan 

In this engaging session, Elicia Newcom Gregory from Norton Healthcare and Kathleen Perley from Unlock Health applied the same principles Billy Beane used in the iconic Moneyball story – applying a formulaic, analytical approach to building a plan that ensures you reach your goals. The speakers encouraged attendees to allow patient volume data to drive qualitative marketing goals. Specifically, they referenced the internal politics that can get complicated when allocating budgets by service line. Getting strategy and finance involved helps empower marketers to make and articulate data-driven budget decisions. 

A CMO Perspective on the (Ever) Evolving Role of Marketing in Health Systems

A powerhouse panel with senior leadership from Cleveland Clinic, Vanderbilt University Medical Center, and Baylor Scott & White Health provided a fascinating insight into how leaders are thinking about strategic marketing holistically. There was consensus that essentially the same challenges face all health systems, regardless of geography. There are internal challenges like workforce stabilization and keeping morale high, and external challenges like the changing care delivery landscape. The panelists discussed re-analyzing what metrics make sense to track success, the increasing impact of SEO and non-traditional digital marketing like TikTok, and collaboration with digital health offices. The key takeaway is that cross-functional collaboration and creative thinking is more important than ever. 

How Banner Health Uses AI and Automation to Efficiently Optimize Access

This fascinating case study session took a deep dive into one application of AI and automation that Banner Health uses: AI Agent Assist technology to support triage. With this tool, Banner Health’s 400 agents handle over 55,000 monthly patient calls. The results speak for themselves. They experienced a 35% increase in productivity, a 10% increase in same-day scheduling for  urgent appointments, immense cost savings, and a decrease in call abandonment rates. AI tools like this have the potential to save hospitals, health systems, and even physicians significant time and make workflows more effective. 

These sessions and others at HCIC provide an interesting macro perspective on trends affecting healthcare marketers nationally. Working with a strategic partner like Doximity can help you leverage valuable data and optimize marketing programs to show results in this landscape. Explore how one Doximity partner evaluated ROI in their own terms to demonstrate impact.