60% of healthcare marketing AI spend goes to writing copy. 6% goes to identifying patients who need care.

Live from HMPS26 in Salt Lake City, Chris Boyer is joined by Craig Blake of Amsive Health, Jane Crosby of True North Custom and John Berndt of Valtech Health for a panel conversation on what the conference and the new Health System CMO Survey exposed about marketing's role inside health systems.

The conversation opens with data and targeting and how the aging population is reshaping who marketers need to reach. It shifts to patient activation and the goldmine of existing patients sitting unactivated inside the system, then to loyalty and the structural problem of marketing's measurement gap. 72% of departments don't track campaigns through to completed care. 47% have no clear owner for activating existing patients.

The panel takes a hard look at the simple prescription that "outside thinking will fix this," with Jane and John pushing back on the assumption that CMOs from other industries can move faster inside healthcare than the people already there. The conversation closes on AI: where it's actually being deployed in health systems, why most spend lands on content production rather than patient identification, and how LLM disruption is starting to show up at urgent care visits.

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