Tom Hileman

Tom Hileman is the Managing Partner of Digital at Global Prairie, a purpose-driven marketing firm crafting business-building solutions. He was the former President of Hileman Group, which was acquired by Global Prairie. Tom has more than 20 years of experience in the marketing and information technology space. Through various management roles and experience with organizations such as Microsoft, Oracle, and IBM, he specializes in leveraging solutions for business growth and success.

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The healthcare space collects more data about its consumers than any other industry. Additionally, healthcare has the most human error, with the second leading cause of death occurring at the hands of medical professionals. AI, automation, and other machine learning tools can rectify this issue and streamline the patient experience. How is the healthcare industry leveraging these technologies?

From operating scanning technology and analyzing patient charts to disseminating data for advertising campaigns, AI is transforming the healthcare industry. With copious data in various locations, these tools can gather, organize, manage, and store it to provide personalized patient care. However, the government has enacted strict regulations, with IP addresses and other forms of PII (personally identifiable information) being classified as PHI (protected health information). While healthcare marketers are largely restricted from collecting information for retargeting and remarketing, digital healthcare expert Tom Hileman says they can utilize this data to offer customized educational resources. By assessing and mitigating bias in machine learning, you can prioritize patient care based on needs and reduce human error. 

In today’s episode of The Digital Deep Dive, Aaron Conant sits down with Tom Hileman, the Managing Partner of Digital at Global Prairie, to talk about the role of digital tools in healthcare. Tom describes AI’s impact on patients and healthcare marketers, why you should be an active participant in your healthcare journey, and the leading digital trends in healthcare.

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Every industry comes to a point where it has to adapt and change its model.

For example, healthcare is amid unprecedented challenges; since the pandemic’s staffing problems and the Great Resignation, healthcare organizations are struggling to stabilize the workforce. On top of this, inflation, high medication costs, and other financial headwinds are hitting healthcare companies, making it even more difficult to secure a solid team.

But these issues aren’t unique to the healthcare space. We’ve seen this in the automotive, airline, and banking industries, and there’s no telling which will be next.

So what can you do about it? How do you mitigate staffing problems proactively?

Bring Your HR and Marketing Departments Together

The answer to labor challenges lies in your HR and marketing departments.

Typically, HR recruiting and marketing departments are separate from each other. HR is often focused on traditional forms of outreach, such as job boards, agencies, and career websites. On the other hand, marketing departments are utilizing tools to craft messaging and engage consumers.

“I think marketing has a great seat at the table where we can really help solve this [staffing] problem with our colleagues across the enterprise,” says Tom Hileman of Global Prairie.

When you combine HR’s precise targeting with the marketing team’s tools and tactics, you can attract potential candidates early on without having to scramble for a strong workforce. Instead of posting to job boards and hoping you come across the ideal candidate at the perfect time, using marketing strategies in tandem with recruitment techniques can help you develop a pool of top candidates who are on-brand and ready to join your team long-term.

Leveraging Technology

Technology is often seen as a big expense, but shifting your perspective is crucial.

Technology shouldn’t just be a nice-to-have — it’s a necessity that can help you find suitable candidates for your firm.

“Treat technology as your friend,” Ashmer Aslam of Cured reminds us, “In many cases, you might have already invested in something like a marketing automation platform in your organization. This is an opportunity to find another avenue to use that [technology] to your advantage.”

Technology is a massive enabler for staffing and recruiting. When you combine technology, marketing strategy, and recruiting efforts, you can more efficiently discover candidates, reach out to them, and ease the hiring process.

The Art of Storytelling

One of the core drivers of connection is storytelling. When you tell a story through marketing efforts, you tug at the heartstrings of individuals (whether consumers or candidates), moving them to engage with your brand.

Stuart Dill of Vanderbilt University Medical Center breaks it down, “Marketing is nothing more than connecting. I believe the oldest and greatest tool in the tool belt to connect is through storytelling. Use current innovative marketing techniques, innovation, and tactics to tell those stories, but at the end of the day, you're just trying to connect through storytelling.”

Storytelling is more than just crafting a narrative, tossing it out on a few platforms, and hoping it resonates. You need authentic, organic storytelling on the appropriate channels.

Think about it this way: if you’re looking for an electrician to service your home, you’ll likely choose a company that a friend recommends rather than a company whose ad you saw online. The same goes for staffing. If potential candidates hear an authentic story from people within their network or industry, they’re much more likely to connect as opposed to viewing a corporate-driven ad.

Combining authentic storytelling with state-of-the-art marketing techniques creates a win-win for you and your potential employees. It allows you to shift the paradigm in your industry and prepare for future staffing and recruiting challenges.

As healthcare grows less centralized, providers and clinicians must reconsider how to treat patients from afar. There is still a great demand for in-person treatment, but remote care has soared in popularity since the pandemic. The convenience, accessibility, and often affordability of these services make them a great option for many.

At the forefront of this new wave are AI and machine learning, hand-in-hand innovations that are changing the face of healthcare. However, they can be complex topics, so it helps to know the basics.

How Machine-Learning Healthcare Serves Patients Differently

Before 2020, healthcare was primarily delegated to the provider. Outside of some telehealth and remote options, receiving care meant going to a physical location. Additionally, the treatment could sometimes be homogenized to handle the demand.

In contrast, AI healthcare seeks to use pre-existing data to inform and adapt to patients’ needs. This coincides with a greater movement of focusing on patients first by listening to their expectations and concerns from the very start. While many other industries have adopted this approach, healthcare is only beginning to make this shift. Thomas Swanson of Adobe’s Health and Life Sciences team says, “As consumers in all other industries, we have built expectations as to what digital experiences look and feel like… And what degrees of personalization we expect as a result of that data.”

The digital experience for patients is paramount to the future success of AI healthcare. It is an opportunity for personalization, but it’s also the greatest barrier to adoption among patients. Al Zinkand of Baylor Scott & White Health observes that “our doctors have trust, the systems often do not.” The unique intersection of commerce and health means providers need to improve both aspects simultaneously. As Al notes, this requires “meeting [consumers] in their emotional state through technology.” If executed well, machine learning can be a permanent and effective alternative to physical office spaces.

Health Management and Sick Treatment

AI can also adapt to another change in the healthcare landscape: personal care management. Many patients are resisting the current model of treatment where care is only given when required. Instead, people are looking to manage and improve their health consistently. AI and machine learning can cater to this desire by being far more accessible than the average doctor. They can also utilize greater data sets to make accurate recommendations, refer resources, and accommodate requests quickly.

Tom Hileman of Hileman Group sees the potential of AI to meet the wants of the emerging generation, saying, “they want convenience; they want price transparency; they want to be able to schedule an appointment and take care of their health…And I think that’s what we have to think about in healthcare marketing is ‘where do we create value in their minds and how do we apply it?’” All of this is much easier when it does not require the constant attention of busy doctors and professionals.

How Does This Differ From Chatbots?

Many consumers are wary of AI healthcare options because of previous experiences with chatbots. These tools had value but were lacking in many areas. Not only were they inflexible, but they often failed to provide meaningful solutions to struggling patients. While AI solutions will never replace human care, they are a far improvement.

AI platforms today are rooted in deep datasets, growing more refined every day. They are built on knowledge from doctors and medical professionals to give genuine insight into the patient’s condition. According to Chris Hemphill of Woebot Health, his company conducted a study into the relationships between AI and patients and “found that people were forming similar human life bonds with the AI that they’re talking to within two to three days.” This model can also avoid some of the biases found in humans, focusing on holistic health from multiple sources from an objective perspective.

The future of healthcare can be daunting, but there are also many developments to consider. AI and machine learning are quickly growing to meet patients’ needs, finding modern solutions in a post-pandemic world. While there is a lot of work left to be done, it’s a promising start for burgeoning healthcare technology.

With new customer demands and digital transformation, the healthcare industry is facing a different set of obstacles than ever before. However, as healthcare-related challenges occur, there is new technology available to support the staff and patients. To help you succeed in this digital landscape, we’re reviewing the solutions and products that can help you provide better care for patients and better systems for employees.

The Rise of Telehealth

Traditionally, healthcare tended to lag behind other industries when it came to technological advancements. But when the pandemic struck, telehealth exploded in the healthcare world. Now, there is a huge demand from patients and teams to put virtual care at the forefront of the healthcare system.

Tom Hileman of Hileman Group says the best healthcare providers meet patients where they want to be — and today that means online. Telehealth offers many incentives in-office visits cannot: remote access, lower copays, and extended hours, to name a few. Telehealth is a perfect solution for patients who want virtual care and visits without losing the personal connection and care of meeting a doctor face-to-face. By catering to patients’ wants and needs, telehealth is leading the path for digital care.

The Rise of Telehealth

Automation Tools For Healthcare Teams

As a care management team, being able to swiftly deliver a personalized experience can vastly increase patient acquisition and retention. But, how can you execute this in a digital world? One tactic is to use care automation. Care automation is a digital tool that helps employees work at their best and highest ability — and deliver a patient experience that is personalized, error-free, and cost-effective.

For Megan Pruce and her team at Vanderbilt University Medical Center, automation means that staff can effectively perform their duties without being encumbered by other tasks. They’re excited to utilize unique automation features such as chatbots and email outreach.

Automation Tools For Healthcare Teams

How Artificial Intelligence Can Improve The Healthcare Industry

According to Tom Hileman, the healthcare system has an overwhelming amount of data — and most of it is not being used effectively. Many important resources are being left untapped, but implementing an artificial intelligence data tool into your system can change this. In fact, AI can produce higher patient satisfaction, better targeting, and improved employee engagement.

There is value to be found in examining patient data to produce effective marketing campaigns and predictive analysis. With AI technology, healthcare systems can provide patients with better care by tracking their progress and needs, so they can make informed decisions and improve their health over time.

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