AI has moved well beyond a promising technology to a foundational component of successful multi-location health or wellness marketing.
This roadmap provides a clear, actionable guide to embedding AI within your marketing strategy, breaking down critical initiatives across a full calendar year. From foundational governance to scaling successful AI initiatives, each quarter outlines the specific steps necessary to harness AI effectively, ensuring your organization remains competitive and innovative.
Phase 1: Lay the Groundwork for Successful AI Integration
Before diving headfirst into AI, you need to build a strong foundation to ensure your initiatives align with both your organizational marketing strategy and regulatory requirements.
Establish Governance and Strategy
- Form an AI Taskforce: A cross-functional team ensures AI initiatives align with your organization’s overarching goals and priorities, fostering collaboration and unified direction.
- Ensure Compliance: Remember that patient data privacy and regulatory compliance (like HIPAA) must guide your AI approach to mitigate risks and maintain trust.
- Select Appropriate Tools: Choosing the right AI tools (e.g., ChatGPT, Jasper, Claude) ensures they’re compatible with your organization’s unique needs and technological ecosystem.
Encourage Controlled Experimentation
- Pilot Projects: Experimenting with small-scale AI projects reduces risk, allowing you to validate concepts and build internal confidence.
- Monitor and Learn: Establishing clear metrics and learning processes early on provides valuable insights that inform future AI investments.
By carefully setting these foundational steps, your organization will be well-prepared for more advanced AI initiatives in the following quarters.
Phase 2: Strengthen Your Infrastructure and Processes
With foundational governance and initial experiments in place, the next step is to structure your content and operations for scalable AI integration.
Enhance Content and Workflows
- Content Tagging: Consistent tagging allows AI to identify patterns and deliver personalized experiences tailored to specific patient segments.
- Workflow Audit: Understanding existing workflows helps identify high-impact opportunities where AI can enhance efficiency and productivity.
Automate Repetitive Tasks
- Identify Opportunities: Automating routine tasks liberates your team, enabling them to focus on strategic, creative, and patient-focused activities.
- Integrate Systems: Seamless integration between CRM, CDP, CMS, and analytics platforms ensures data quality and accessibility, making your AI systems more effective.
These structured enhancements lay the groundwork for your organization to seamlessly accelerate its AI capabilities.
Phase 3: Accelerate AI Adoption within Your Organization
Now equipped with robust content and streamlined workflows, your organization can confidently expand its AI capabilities.
Expand AI Applications
- Content Creation: AI-driven video and content generation accelerates production timelines and maintains brand consistency across multiple locations.
- Customer Engagement: Chatbots enhance responsiveness and engagement, offering immediate value to patients and prospects alike.
- Personalization: Personalized marketing boosts patient engagement and satisfaction by ensuring messaging resonates deeply with individual preferences and needs.
Institutionalize AI Practices
- Invest in Tools: Investing in advanced AI tools (e.g., MarketMuse, Jasper Teams) supports sustainable, scalable growth of your marketing initiatives.
- Develop Governance: Standardized AI guidelines ensure consistent usage across your organization, minimizing risks and maximizing benefits.
By institutionalizing AI, your organization fosters a sustainable culture of innovation, preparing for continued growth and efficiency.
Phase 4: Achieve Momentum
With foundational elements in place and successful pilot programs proven, you’re ready to fully scale your AI initiatives.
Scale Successful Initiatives
- Organization-Wide Rollout: Expanding proven pilots across your organization standardizes best practices and amplifies their benefits.
- Personalization Activation: Broadly implemented personalization drives stronger patient relationships and significantly enhances marketing effectiveness.
- Marketing Automation: Automating core marketing operations reduces administrative overhead, enabling greater strategic focus.
Invest in Infrastructure and Training
- Upgrade Tools: Transitioning to enterprise-level AI infrastructure supports larger-scale data operations and increased analytical capability.
- Conduct Audits: Regular AI audits ensure your systems remain compliant, effective, and continuously improving.
- Data Management: Structured, clean data forms the backbone of effective AI, making investments here critical.
- Establish AI Lab: An internal AI innovation lab fosters continual exploration and improvement, keeping your organization at the forefront of healthcare marketing innovation.
This final phase positions your organization to fully capitalize on AI’s transformative potential, ensuring sustained competitive advantage.
How GLIDE Health Supports Your AI Journey
Treating AI as a core system upgrade rather than an optional feature positions your organization to thrive in a competitive health and wellness market. By proactively adopting AI, you unlock significant improvements in patient engagement, operational efficiency, and marketing effectiveness. GLIDE Health stands ready to help guide and accelerate your journey.
By partnering with GLIDE Health, your organization can effectively integrate AI into marketing strategies, harnessing its full potential to drive growth, operational efficiency, and patient satisfaction.
Learn more about how GLIDE Health can support your continuous improvement efforts.
Travis McAshan
CEO & Founder
Travis McAshan is the founder and CEO of GLIDE Health, a digital marketing partner for multi-location healthcare organizations. With nearly two decades of experience in digital strategy and user-centered design, Travis leads a purpose-driven team focused on helping healthcare brands grow through patient-first digital experiences that build trust and drive measurable acquisition outcomes.
