Future-Forward Healthcare Digital Engagement: Kevin Smith's Insights on AI Strategies and Life Beyond Google Analytics

Feb 8, 2024

Kevin Smith, AVP of Digital Health at Baptist Health, shares his expertise on AI's transformative role in healthcare marketing. He discusses the shift from traditional digital platforms to centralized, AI-driven strategies and the potential challenges this brings. Kevin highlights concerns over Google Analytics and privacy regulations while suggesting compliant alternatives. They also explore AI's impact on content creation and the need for clinical oversight, as well as the future of chatbots in enhancing patient engagement.

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ANECDOTE

Baptist Health's Digital Transformation

Kevin Smith joined Baptist Health to develop a cohesive digital strategy.
The health system previously operated with over 60 disparate websites.

INSIGHT

HHS Guidance on Tracking Technologies

HHS broadened the definition of PHI, impacting how healthcare systems use tracking technologies.
IP addresses are now considered PHI even on unauthenticated web pages.

ANECDOTE

Adapting to HHS Guidelines

Baptist Health removed all tracking technologies in 2022 due to HHS guidance.
They are actively seeking compliant analytic solutions to understand user behavior.

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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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Vik Patel - LinkedIn
Tido Inc. - Website
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