I was at the Healthcare Interactive Conference (HCIC) this past week. I like this conference because it retains a “learning” approach to sessions. By that I mean, keynotes and the conference breakout sessions address interesting topics and help inform you about what has been successful and how healthcare organizations address ongoing trends. It’s less about, “AI will change your world. You need to do something now!” and more about, “AI has impacted us in this fashion and this is what we are doing to address it.”
In that theme, David Feinberg, senior vice president and chief marketing and communications officer of Mount Sinai Hospital, had some great and common-sense advice to give in the kickoff keynote of the conference.
Succeeding in Today’s Marketing World
Mr. Feinberg made a point that the most successful people have been fired multiple times. This includes Steve Jobs, Bill Maher, and even himself. It happens, especially when circumstances change. We should embrace it and be honest about why it happened and how we can move on. Embracing it means you are not afraid of failure.
I like this approach because modern digital marketing allows for companies to fail quickly and then move on to what is successful. It makes the old marketing adage of “I know half my marketing is misspent, I just don’t know which half” more addressable. You can more easily measure and see where you failed. Failure will occur. Even old approaches age out and you need to address the change and revise your approach.
Bottom Line: Don’t be afraid to fail. Set up your marketing to react to changing circumstances.
Digital Is Not a Strategy. AI Also Is Not a Strategy.
David commented that, at one point, books were considered high technology. They allowed the greatest dissemination of data the world had ever seen. In other words, while a technology might be new, the information or content is not.
So AI alone is not a strategy. The use of AI to address challenges is a strategy or at least a tactic based on a strategy.
To his point, an AI like Sathya that does the entire intake for interventional cardiology is a perfect example of a good use. Sathya asks the same set of questions and captures the same information a human would. Sathya does it with a 90% adoption rate where 90% of the patients and caregivers are pleased with the results.
Bottom line: Focus on pragmatic results of AI. Don’t try to “boil the ocean” or “shoot the moon.” Get to value where healthcare marketers and clinicians can focus on what truly makes a difference.
Dealing With Dr. Bigwig
Everyone — whether inside the healthcare industry or not — has a common pain point. A VIP comes to you and says, “I need you to do this now.” It could include creating a new section of the website based on that cool new thing or creating a campaign for a service line based on a flashy new diagnostic, even though that service line has a six month wait time for scheduling an appointment. This VIP probably has every credential and is very smart.
David has some key insights on addressing this type of circumstance:
- Don’t forget that the VIP wants a good outcome just like you do. They probably just skipped a couple analysis steps before coming up with a solution.
- Focus on benefits instead of the features. Ask about what this does for the patient. Ask about the benefit the patient (and caregivers) gain from this.
- You may not be able to say no. You can, however, ask the questions and align towards a measurable result.
Often, this VIP is a physician leader — and that’s where the marketer–doctor dynamic comes into play. Physicians and marketers bring distinct professional mindsets to the table. Physicians are often rewarded for precision, consistency, and adherence to established protocols. Marketers, on the other hand, are encouraged to explore, iterate, and connect emotionally. These cultural contrasts can make it challenging to co-create a vision for AI—especially when one side is looking for proof and the other is looking for possibility.
Here are a few ways to bridge that gap:
- Recognize that visualization may not be a shared strength. Physicians are trained to think in terms of clinical pathways and outcomes, not abstract concepts or speculative futures. Marketers may need to invest more effort in translating ideas into tangible, outcome-oriented narratives.
- Avoid overwhelming with options. Present a clear, well-supported recommendation rather than a menu of possibilities. Decision fatigue is real, and clarity builds trust.
- Use data to build credibility. Show that you’ve done your homework. Frame your recommendation with relevant evidence, and make it easy for physician leaders to track how your proposal connects to patient outcomes, operational goals, or strategic priorities.
Finally, Remember That You Make a Difference, Too
Healthcare marketers typically enter this industry for the same reason clinicians do. You want to make a difference.
David told a great story about being at a wedding where a woman accosted him and asked if he worked at Mount Sinai as a marketer. Hesitantly he said yes and she said, “You saved my life. Yes the doctor did the work, but I would never have gone to him if your content didn’t get me to him.”
That’s the power of what you do. Your work doesn’t just inform — it connects, guides, and sometimes even saves lives.
So keep asking the hard questions. Keep pushing for clarity. Keep advocating for the patient.
Whether you’re building a campaign, shaping a strategy, or navigating a tough conversation with a physician leader, remember: your voice matters. And your impact is real.
Let’s Keep the Conversation Going
HCIC reminded us that success in healthcare marketing isn’t about chasing the newest technology. It’s about using the right tools to solve real problems. Whether it’s AI, digital platforms, or content strategy, the goal is always the same: connect patients to care in meaningful, measurable ways.
David Feinberg’s keynote was a powerful reminder that marketers, clinicians, and business leaders don’t just coexist, they complement each other. When we understand each other’s mindsets, ask better questions, and stay focused on outcomes, we create space for innovation that actually works.
If you’re navigating the complexities of AI, physician alignment, or digital transformation in your organization, let’s talk. Our team of healthcare strategists, technologists, and marketers is here to help you move from idea to impact.
Start a conversation with our experts today.
