Insights from CMI Media Group’s Event: Omnidynamic - Unlocking Agility in Media & Creative

The PulsePoint team was excited to attend CMI Media Group’s one-day event in Philadelphia, Omnidynamic: Agility in Media & Creative, on September 11 2023. The conference focused on artificial intelligence (AI) and how the technology fits into omnichannel healthcare marketing.

Our team came back with takeaways and favorite moments from the thought-provoking discussions, some of which are outlined below.

A bright future with AI

“The concept of omnichannel is not just about reaching customers in various channels, but ensuring a seamless experience that fosters engagement, trust, and meaningful interactions.” That’s how Compas CEO Jim Woodland welcomed attendees to the event. But they weren’t his words—they were written by ChatGPT. He and CMI Media Group CEO Dr. Susan Dorfman thus set the theme for an event exploring how AI will shift the marketing landscape.

Following the welcome remarks, the crowd heard from keynote speaker Zack Kass, the Go-To-Market Lead at OpenAI, the makers of ChatGPT. Zack is at the forefront of artificial intelligence adoption, and it was clear he was optimistic about the future of AI, even going so far as to predict that humans will use the technology to cure cancer and Alzheimer’s within the next ten years. 

Zack acknowledged that while the technology is “incredible, weird, and a little scary,” it can be used to add value to our lives and reduce suffering. This is especially true in the life sciences sector, he said, where the increased personalization of content and better access to relevant information will benefit patients and providers.

AI-powered omnichannel: a reality in healthcare marketing

Zack then sat down with Justin Freid, Chief Media and Innovation Officer of CMI Media Group, to discuss how AI could fit into media planning and buying. Zack argued that it’s going to make marketers’ jobs both easier and harder: it will be easier and faster to create high-quality content, but it will also be more difficult to compete against others for ad space. 

When it comes to omnichannel campaigns, it will be much easier to target specific audiences with rich information, which “is a net good thing,” Zack said. Justin pointed out that it will also allow marketers to spend more time thinking about strategy and less time on simple tasks that could be automated. Ultimately, using AI in omnichannel campaigns will ensure consumers are getting the information they need, when and where they need it—all more quickly and easily than ever before.

Zack and Justin noted they see a bright future for AI, especially in healthcare marketing, but acknowledged that it needs to be rolled out strategically. And while regulations and privacy concerns might limit what we can do with AI in the healthcare industry right now, it will become an important part of day-to-day processes in the next five years.

The human element of healthcare

The Power of Health Communications & Technology panel featured physicians and patient experience experts who expressed some of their concerns about the adoption of AI in healthcare, particularly when it comes to losing the “human element” in the provider–patient relationship. For this panel, moderator Melissa Barnhart, Chief Client Officer at CMI Media Group, spoke to Jennifer Robinson, a patient advocate and motivational speaker from Purposeful Networking; Dr. Brian Roper, a physician and Founder and President of The Interim Doctor App; and Andres Diaz, Executive Director, Head of Experience Services & Digital Innovation at Genentech.

The panelists acknowledged that along with technological advances comes increased concerns about patient privacy and access. While increased personalization in advertising as a result of AI will benefit patients and consumers in the long run, marketers will have to determine what’s too personal, and keep in mind restrictive data privacy regulations.

Patients and consumers are always searching for information—and marketers have the answers they need, but they have to make sure that content is both relevant and accessible. Leveraging AI for healthcare presents an opportunity to meet patients where they are, while keeping in mind their different comfort levels when it comes to accessing and using technology.

Embracing AI at the speed of conscience

The conference wrapped up with a panel entitled Moving at the Speed of Conscience: The Opportunities and Unintended Consequences of AI . Moderator Julie Hurvitz-Aliaga, EVP of Innovation, Content, and Partnerships at CMI Media Group, spoke to panelists and long-time industry experts Jason Xenopolous, Chief Global Creative Officer at VMLY&R, and Oleg Korenfeld, Chief Technology Officer at CMI Media Group and Compas.

They talked about the immediate opportunities for marketers with AI, including automating simple tasks and eliminating repetitive work, both areas where CMI Media Group and Compas are currently innovating and which allow them to turn content around more quickly. One of the main benefits of AI for omnichannel is the ability to plug in new assets to campaigns and then use their programmatic platform to optimize in almost real-time based on detailed insights. But using AI successfully will involve “a surgical understanding” of campaigns, as marketers will need to know where in their processes the technology will most benefit their strategy.

Both panelists urged brands to be forward-thinking. Rather than just looking at AI as a solution to short-term problems, they need to consider how it fits into all aspects of their campaigns and imagine a future where AI completely changes how they go to market—all while keeping in mind the importance of “human intelligence.”

Applications of AI in healthcare marketing

After the event, we asked Ezra Suveyke, our Chief Technology & Product Officer, what he’s most excited about in regard to AI. Here’s what he said:

 “The impact AI will have on the rate of innovation in healthcare marketing and technology.

For many years, AI has been the foundational element to our innovation in the field of neural networks. But now, thanks to the general access to AI that companies like ChatGPT have given to everyone (not just people with a technical background), people’s thinking around AI and the possibilities of its application in the healthcare marketing space is changing.

Previously, traders spent more time on tactical applications—clicking buttons and repeating tasks. Now, traders on the platform become a source of innovative thinking... They are looking at platforms to build automation and intelligence to streamline their workflow, so they can spend more time on higher-value work. And our team at PulsePoint is continuously innovating and building its suite of HCP and DTC applications with those integrations in mind.”

How are you leveraging AI for your omnichannel campaigns? And what are you most excited about when it comes to AI? Email us your thoughts at info@pulsepoint.com; we would love to know!