Content for moments that matter

Patient education is a vital element in healthcare. But how do you scale content so that it reaches patients at the right moment, in the right format, and in the right language? I’ve seen many different content platforms and solutions over the years and left NYC very impressed by how far Sara Faye Green and her team at WebMD Ignite has come.

As a part of our new healthcare content leaders peer group, Sara talked about how a combination of content operations and AI innovation enables them to deliver on their huge content ecosystem. They work with content at scale to inform patients and providers at the point of care and beyond. And it was really fascinating to get a peak behind the scenes of their governance, operations and tech stack.

WebMD Ignite differs from most digital content providers, which typically rely on SEO-driven, traffic-based monetization. While they do have web solutions as part of their offerings…

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Five hard truths about AI in healthcare content and marketing

6 healthcare leaders (and me) attended the kickoff in the new healthcare content peer group in London a few days ago.

We naturally covered AI and here’s five hard truths:

1. Great AI solutions start with a bottleneck.
Everyone’s building tools, but few are solving the right problems. Don't ask how can we use AI. Ask what's still broken.

2. Best use cases are boring.
Forget flashy stuff like hyper-personalised content. Think smarter segmentation, faster insights, better messaging. Quiet improvements that add up.

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