The Healthcare Internet Conference (HCIC) is more than an annual gathering; it’s a convergence of industry leaders, tech visionaries, and healthcare professionals—all driven by a shared commitment to delve into the latest trends and advancements shaping the healthcare landscape today.
At this year’s conference, I had the opportunity to present at HCIC in Los Angeles, CA, with Jeremy Floyd, Covenant Health’s Chief Communications Officer, on “Outdated to Digital: How a Massive Website Transformation Elevated the Consumer Experience.” We also led a roundtable on “Patient-First Website Design to Boost User Experience.”
While it was impossible to attend every session or be a part of every conversation at the conference, there were some hot topics that stood out at HCIC23, including:
- Patient engagement
- Artificial intelligence (AI)
- Modernizing healthcare marketing
Patient Engagement: A Paradigm Shift
By far, the biggest theme I noticed throughout HCIC23 was the importance of patient engagement. The healthcare landscape as a whole is experiencing a shift from a provider-centric model to one that places the patient at the center. The emphasis in many presentations, including Jeremy’s and mine, was on creating a seamless and engaging healthcare journey for patients.
The digital user experience should continuously be improved to provide patients with the most opportunities for engagement. Specifically your digital front door—the first impression that patients have when they visit your website—must provide visitors with a meaningful experience. There’s too much competition in the industry. You can’t afford to lack in this area.
The audience defines digital front door differently. It’s clear your “digital front door” isn’t just a welcome mat. It’s where first impressions meet innovation, convenience cozies up to accessibility, and patient experience gets a tech-savvy handshake. #FirstClicksCount #HCIC23 pic.twitter.com/95F0p2jBjh
— Gavin Baker (@gavinbaker) November 6, 2023
The Rise of Artificial Intelligence in Healthcare
Like all industries and news outlets in 2023, HCIC presenters and attendees were particularly interested in AI. Especially when it comes to ways it can be utilized for good, like patient engagement.
I specifically loved John Davey, Chris Pace, and Carrie Liken’s presentation on “The Master Algorithm: Language Learning Models 101 and How Health Systems Can Leverage Them.” It’s incredible to see how health systems across the U.S. are using AI tools to achieve better translation for patients.
@BannerHealth is using AI for better translation. They partnered with @googlecloud to tune the translation engine (ie: to ignore medical brand names). 4000+ pages translated to Spanish. Spanish consumed pages jumped from 5% to 14% in 60 days! Via Chris Pace #hcic23 #hcmktg pic.twitter.com/6yCVZ5BG74
— Colin Hung (@Colin_Hung) November 6, 2023
Day 2 at #HCIC23, listening to @danfell & @jamesagardner on the value of using AI as a #HealthcareMarketer. #AI has been so disruptive & helpful at the same time. Thanks for sharing the different tools that we should be aware of if not already using. Time to keep up with tech! pic.twitter.com/4ssM282lum
— Carla Rivera (@Carla_Rivera) November 7, 2023
Modernizing Healthcare Marketing
The theme of the modernization of marketing in healthcare was evident in the presentation Jeremy and I gave, hence the “Outdated to Digital” part. But it was also an overarching topic I noticed throughout HCIC. Healthcare marketers know that many aspects of the industry are outdated, and they are looking to other previously outdated industries to learn from and modernize.
Over the last decade, patients have evolved their behaviors and expectations. They are more digitally fluent and demand seamless experiences. This means healthcare marketers have to innovate, finding ways to reach and engage patients like never before. But modernizing healthcare marketing isn’t just about catching up; it’s about staying relevant and, more importantly, being impactful in a crowded market.
The presenters at HCIC brought practical digital marketing solutions, thoughtful conversation starters, and new insights for modernizing the healthcare industry, using AI tools, and better engaging patients. I’m grateful to have been a part of it!
Thanks to everyone who came to our presentation yesterday! #HCIC23 was a success and we’re already looking forward to next year. pic.twitter.com/Aj63ddCILg
— Baker Marketing Laboratory (@BakerLabs) November 9, 2023
Baker Marketing Laboratory has spent years helping healthcare businesses find their footing in the digital world. Through a combination of inbound digital marketing and powerful messaging strategies, we help you craft a marketing campaign that resonates with your ideal patient or customer. Contact us today to schedule a call and learn the difference we can make for your business.
