1 00:00:01,120 --> 00:00:03,279 The Becker's team is excited to announce the 2 00:00:03,279 --> 00:00:06,160 launch of our new CFO and Revenue Cycle 3 00:00:06,160 --> 00:00:06,660 podcast. 4 00:00:07,440 --> 00:00:10,240 Tune in for conversations with finance experts from 5 00:00:10,240 --> 00:00:13,119 the top hospitals and health systems. We'll discuss 6 00:00:13,119 --> 00:00:15,679 key trends and ideas to drive meaningful change 7 00:00:15,679 --> 00:00:18,855 in the industry. Look for Becker's CFO and 8 00:00:18,855 --> 00:00:21,995 revenue cycle podcast wherever you listen to episodes. 9 00:00:24,535 --> 00:00:26,855 This is Laura Dirdle with the Becker's Healthcare 10 00:00:26,855 --> 00:00:29,015 podcast. I'm thrilled today to be joined by 11 00:00:29,015 --> 00:00:29,675 Paul Matson, 12 00:00:29,989 --> 00:00:32,710 chief marketing and communications officer at Cleveland Clinic. 13 00:00:32,710 --> 00:00:33,829 Paul, it's a pleasure to have you on 14 00:00:33,829 --> 00:00:34,890 the podcast today. 15 00:00:35,429 --> 00:00:37,450 Thank you, Laura. Great to be with you. 16 00:00:38,070 --> 00:00:39,909 Now I am looking forward to our discussion 17 00:00:39,909 --> 00:00:41,509 because I know Cleveland Clinic is on the 18 00:00:41,509 --> 00:00:43,590 forefront of so much happening in health care 19 00:00:43,590 --> 00:00:46,785 today and particularly, obviously, technology, innovation, 20 00:00:47,164 --> 00:00:48,765 and being able to expand and care for 21 00:00:48,765 --> 00:00:50,145 so many different communities, 22 00:00:51,405 --> 00:00:53,645 in Ohio and across the world. But before 23 00:00:53,645 --> 00:00:55,245 we dive into my questions, can you tell 24 00:00:55,245 --> 00:00:57,325 me a little bit more about Cleveland Clinic 25 00:00:57,325 --> 00:00:58,465 and what makes it unique? 26 00:00:59,399 --> 00:01:01,399 Yes. Cleveland Clinic is, 27 00:01:02,679 --> 00:01:05,019 over a hundred years old. We were founded 28 00:01:05,079 --> 00:01:06,599 in 1921 29 00:01:06,599 --> 00:01:07,739 by four physicians 30 00:01:08,439 --> 00:01:11,400 who had practiced together in World War one 31 00:01:11,400 --> 00:01:12,219 on the battlefield, 32 00:01:12,935 --> 00:01:15,814 And they came away from that experience believing 33 00:01:15,814 --> 00:01:18,295 that a team approach was the best way 34 00:01:18,295 --> 00:01:19,435 to practice medicine, 35 00:01:20,295 --> 00:01:22,234 and that ethos is still, 36 00:01:22,695 --> 00:01:25,355 the focus of Cleveland Clinic's culture today. 37 00:01:26,000 --> 00:01:28,400 We we have a team based approach to 38 00:01:28,400 --> 00:01:29,379 clinical care 39 00:01:29,840 --> 00:01:31,920 that puts the patient at the center of 40 00:01:31,920 --> 00:01:34,640 everything that we do, and then that team 41 00:01:34,640 --> 00:01:35,540 based approach 42 00:01:36,079 --> 00:01:38,159 carries over into all the other work that 43 00:01:38,159 --> 00:01:41,174 we do. So within our organization, marketing and 44 00:01:41,415 --> 00:01:41,915 communications, 45 00:01:42,694 --> 00:01:45,194 we work in a fully integrated manner, 46 00:01:45,814 --> 00:01:46,314 and 47 00:01:46,935 --> 00:01:48,314 that team based approach, 48 00:01:49,094 --> 00:01:51,435 I think, helps us bring more comprehensive, 49 00:01:51,814 --> 00:01:53,115 more innovative solutions 50 00:01:53,975 --> 00:01:55,034 to the 51 00:01:55,740 --> 00:01:57,760 programs that that we pursue. 52 00:01:58,219 --> 00:02:00,219 But one thing that's also unique about Cleveland 53 00:02:00,219 --> 00:02:02,459 Clinic, we are a truly global health care 54 00:02:02,459 --> 00:02:02,959 system. 55 00:02:03,659 --> 00:02:06,620 You know, today, we have 23 hospitals, including 56 00:02:06,620 --> 00:02:09,280 a hospital and cancer center in The United 57 00:02:09,580 --> 00:02:11,474 Arab Emirates in Abu Dhabi. 58 00:02:11,935 --> 00:02:13,955 We have a hospital in London. 59 00:02:14,335 --> 00:02:16,675 You mentioned we have a presence in Florida 60 00:02:17,055 --> 00:02:19,935 and, of course, our main campus and system 61 00:02:19,935 --> 00:02:21,235 in Ohio. So 62 00:02:21,615 --> 00:02:24,254 it's incredible to see how the Cleveland Clinic 63 00:02:24,254 --> 00:02:24,754 culture 64 00:02:26,659 --> 00:02:28,520 takes root and gets adapted, 65 00:02:29,060 --> 00:02:32,360 to different markets around the world always with 66 00:02:32,420 --> 00:02:34,340 the patients first at the center of what 67 00:02:34,340 --> 00:02:35,000 we do. 68 00:02:36,420 --> 00:02:38,760 And that's fascinating to hear and really impressive 69 00:02:38,819 --> 00:02:40,974 to see how Cleveland Clinic has grown over 70 00:02:40,974 --> 00:02:43,375 the years and expanded into so many different 71 00:02:43,375 --> 00:02:45,935 areas. And as you mentioned, having that Cleveland 72 00:02:45,935 --> 00:02:47,555 Clinic culture as the centerpiece 73 00:02:47,935 --> 00:02:49,615 of everything you do, I know it's a 74 00:02:49,615 --> 00:02:52,175 critical part of that mission and expansion. And, 75 00:02:52,175 --> 00:02:53,314 you know, when you do 76 00:02:54,790 --> 00:02:56,950 have these so many different spaces where you're 77 00:02:56,950 --> 00:02:59,050 providing care in in so many different markets, 78 00:02:59,189 --> 00:03:00,810 how do you ensure that culture, 79 00:03:01,430 --> 00:03:03,430 is front and center? How do you create 80 00:03:03,430 --> 00:03:06,150 that and instill that within so many people 81 00:03:06,150 --> 00:03:07,129 across the world? 82 00:03:08,275 --> 00:03:11,254 Our Cleveland Clinic caregiver office does a tremendous 83 00:03:11,555 --> 00:03:12,055 job, 84 00:03:12,594 --> 00:03:14,375 instilling the culture in 85 00:03:14,754 --> 00:03:15,895 Cleveland Clinic caregivers 86 00:03:16,194 --> 00:03:16,694 from 87 00:03:16,995 --> 00:03:18,135 the hiring process, 88 00:03:18,835 --> 00:03:20,995 through their careers at Cleveland Clinic. There's a 89 00:03:20,995 --> 00:03:22,534 constant focus on 90 00:03:23,040 --> 00:03:24,260 training and development. 91 00:03:25,599 --> 00:03:28,240 We, as an organization, invest a great deal 92 00:03:28,240 --> 00:03:30,960 on communicating with our caregivers. That's something my 93 00:03:30,960 --> 00:03:32,659 team is deeply involved in, 94 00:03:33,280 --> 00:03:34,340 making sure that, 95 00:03:35,224 --> 00:03:36,125 with transparency, 96 00:03:36,425 --> 00:03:38,585 we're sharing all the information people need to 97 00:03:38,585 --> 00:03:40,125 know about the health system, 98 00:03:40,665 --> 00:03:43,224 what's changing in health care, and then the 99 00:03:43,224 --> 00:03:45,405 innovative things that we're introducing 100 00:03:45,944 --> 00:03:46,444 to, 101 00:03:47,544 --> 00:03:50,990 improve patient care to improve quality and safety. 102 00:03:52,569 --> 00:03:55,129 Just in the last month, we released our 103 00:03:55,129 --> 00:03:57,610 annual state of the clinic broadcast, which our 104 00:03:57,610 --> 00:03:58,909 CEO, Tom Halovich, 105 00:03:59,849 --> 00:04:01,310 leads, and it comprehensively 106 00:04:01,610 --> 00:04:02,590 covers everything 107 00:04:03,125 --> 00:04:05,205 that was accomplished in the past year, but 108 00:04:05,205 --> 00:04:05,944 more importantly, 109 00:04:06,564 --> 00:04:09,125 everything that's ahead for the health system in 110 00:04:09,125 --> 00:04:10,084 2025 111 00:04:10,084 --> 00:04:10,824 and beyond. 112 00:04:11,125 --> 00:04:13,384 And I think that goes out worldwide 113 00:04:13,764 --> 00:04:16,564 to all caregivers. It's accessible through our internal 114 00:04:16,564 --> 00:04:18,264 channels, through social media, 115 00:04:18,980 --> 00:04:20,520 and I think that communication 116 00:04:21,300 --> 00:04:24,020 keeps everyone deeply connected to who we are 117 00:04:24,020 --> 00:04:24,920 as an organization. 118 00:04:25,939 --> 00:04:27,080 I remember during 119 00:04:27,540 --> 00:04:30,980 COVID how caregivers around the world commented how 120 00:04:30,980 --> 00:04:33,639 deeply connected and supported they felt because 121 00:04:34,014 --> 00:04:36,835 of the regular communications they were getting, including, 122 00:04:37,935 --> 00:04:41,134 frequent videos from our CEO that that really 123 00:04:41,134 --> 00:04:43,134 made them feel like, you know, he was 124 00:04:43,375 --> 00:04:45,935 and we were paying attention to, you know, 125 00:04:45,935 --> 00:04:48,175 what the the challenges they were facing. So, 126 00:04:48,759 --> 00:04:50,279 I think those are some of the things 127 00:04:50,279 --> 00:04:53,100 that that keep our culture alive and vibrant 128 00:04:53,240 --> 00:04:54,139 and constantly 129 00:04:54,600 --> 00:04:55,580 growing and evolving. 130 00:04:57,080 --> 00:04:59,899 That's really helpful to understand and great to 131 00:05:00,040 --> 00:05:02,384 to hear more about how you stay connected 132 00:05:02,384 --> 00:05:03,845 and really spread that culture 133 00:05:04,225 --> 00:05:05,365 across the enterprise. 134 00:05:05,745 --> 00:05:07,504 Now and you're looking at the last year 135 00:05:07,504 --> 00:05:09,504 or so, what accomplishment are you most proud 136 00:05:09,504 --> 00:05:10,004 of? 137 00:05:11,024 --> 00:05:13,185 We've been working for a number of years 138 00:05:13,185 --> 00:05:16,564 to build our global brand using digital content. 139 00:05:17,399 --> 00:05:18,060 We set 140 00:05:18,519 --> 00:05:20,680 a goal back in 2021, 141 00:05:21,000 --> 00:05:22,920 which looking back, the fact that we we 142 00:05:22,920 --> 00:05:25,720 started it during the pandemic is unique and 143 00:05:25,720 --> 00:05:28,519 impressive. We we set a goal in 2021 144 00:05:28,519 --> 00:05:29,180 to become 145 00:05:29,555 --> 00:05:31,654 one of the leaders in health care content 146 00:05:31,714 --> 00:05:32,214 globally. 147 00:05:32,754 --> 00:05:35,154 The centerpiece of that is that we've built 148 00:05:35,154 --> 00:05:36,455 a health library. 149 00:05:37,395 --> 00:05:38,214 It's comprehensive, 150 00:05:38,514 --> 00:05:39,014 covers, 151 00:05:39,875 --> 00:05:43,735 over 10,000 articles on different diseases and conditions. 152 00:05:44,339 --> 00:05:45,800 We tried to make it fresh, 153 00:05:46,580 --> 00:05:48,839 compared to other existing health libraries 154 00:05:49,540 --> 00:05:50,839 and, have created 155 00:05:51,139 --> 00:05:52,360 tremendous illustrations. 156 00:05:53,300 --> 00:05:54,740 And recently, we've been adding, 157 00:05:55,220 --> 00:05:58,345 significant video content to it as well. Over 158 00:05:58,345 --> 00:06:00,425 a three year period, we've we've created over 159 00:06:00,425 --> 00:06:02,685 10,000 articles with our team, 160 00:06:03,064 --> 00:06:05,884 and we surpassed over a billion sessions 161 00:06:06,425 --> 00:06:08,285 on our website last year, 162 00:06:08,824 --> 00:06:10,904 which makes us one of the most visited 163 00:06:10,904 --> 00:06:12,285 websites in the world. 164 00:06:13,300 --> 00:06:15,540 And it's been a tremendous journey, a lot 165 00:06:15,540 --> 00:06:16,120 of learning, 166 00:06:17,139 --> 00:06:17,639 and, 167 00:06:18,420 --> 00:06:19,960 it's taken a lot of teamwork 168 00:06:20,420 --> 00:06:21,480 to make it happen. 169 00:06:21,860 --> 00:06:23,939 Not only have we created what I think 170 00:06:23,939 --> 00:06:26,759 is very valuable content that helps educate 171 00:06:27,584 --> 00:06:30,165 patients worldwide. It's coming from a trusted 172 00:06:30,545 --> 00:06:31,764 health care brand 173 00:06:32,144 --> 00:06:34,485 that also helps the performance of the content. 174 00:06:35,185 --> 00:06:36,805 And at the same time, we also, 175 00:06:37,105 --> 00:06:38,884 because of the scale of our website, 176 00:06:39,665 --> 00:06:40,324 had to 177 00:06:41,504 --> 00:06:42,964 put it out on new 178 00:06:43,689 --> 00:06:44,189 technology 179 00:06:44,490 --> 00:06:47,689 platforms, new content management systems. So we've scaled 180 00:06:47,689 --> 00:06:50,330 all of our content, but we've also scaled 181 00:06:50,330 --> 00:06:51,389 our technology 182 00:06:51,850 --> 00:06:54,569 platforms and really helps bring our brand to 183 00:06:54,569 --> 00:06:56,430 life for people around the world. 184 00:06:56,904 --> 00:06:59,324 And we have we have users and traffic 185 00:06:59,384 --> 00:07:00,365 all over the world, 186 00:07:00,665 --> 00:07:02,604 and digital content today 187 00:07:03,144 --> 00:07:04,845 is the number one way 188 00:07:05,305 --> 00:07:05,805 that, 189 00:07:06,185 --> 00:07:08,345 patients find out about the Cleveland Clinic for 190 00:07:08,345 --> 00:07:09,324 the first time. 191 00:07:10,439 --> 00:07:12,279 That's amazing to hear. And what a huge 192 00:07:12,279 --> 00:07:14,680 accomplishment building a library, as you mentioned, with 193 00:07:14,680 --> 00:07:16,939 more than 10,000 articles, videos, 194 00:07:17,240 --> 00:07:19,240 other types of content, but then more than 195 00:07:19,240 --> 00:07:21,960 a billion sessions a year last year is, 196 00:07:22,199 --> 00:07:22,699 incredible 197 00:07:23,074 --> 00:07:24,995 To think about the digital traffic that it 198 00:07:24,995 --> 00:07:27,394 takes and to build something like that, I 199 00:07:27,394 --> 00:07:29,654 can imagine was no small task. 200 00:07:30,274 --> 00:07:31,634 Now, you know, I think, 201 00:07:32,115 --> 00:07:33,714 looking ahead for the next year or so, 202 00:07:33,714 --> 00:07:34,995 where do you see some of the biggest 203 00:07:34,995 --> 00:07:35,814 growth opportunities, 204 00:07:36,339 --> 00:07:40,339 whether it's in, the additional continuing on with 205 00:07:40,339 --> 00:07:43,220 the this, digital library or or other areas 206 00:07:43,220 --> 00:07:44,740 for the health system that you really see 207 00:07:44,740 --> 00:07:45,560 huge growth? 208 00:07:46,979 --> 00:07:47,479 So, 209 00:07:47,860 --> 00:07:50,595 it's impossible to talk about the future without 210 00:07:50,675 --> 00:07:53,714 talking about generative AI and the impact it's 211 00:07:53,714 --> 00:07:54,535 having on 212 00:07:54,915 --> 00:07:57,795 the world around us, but particularly within marketing 213 00:07:57,795 --> 00:07:58,535 and communications, 214 00:07:59,394 --> 00:08:00,774 there are opportunities 215 00:08:01,235 --> 00:08:03,014 to use generative AI. 216 00:08:03,394 --> 00:08:04,694 We started a comprehensive 217 00:08:06,169 --> 00:08:06,669 process 218 00:08:07,050 --> 00:08:08,589 about eighteen months ago 219 00:08:09,050 --> 00:08:09,449 to, 220 00:08:10,009 --> 00:08:13,149 form a strategy for marketing AI. 221 00:08:13,610 --> 00:08:16,169 We developed with the full participation of our 222 00:08:16,169 --> 00:08:18,569 organization. We made sure we gave everyone a 223 00:08:18,569 --> 00:08:20,269 baseline level of understanding 224 00:08:20,884 --> 00:08:22,264 and training on AI, 225 00:08:22,564 --> 00:08:23,625 and then we developed, 226 00:08:24,084 --> 00:08:26,584 a focused number of use cases. 227 00:08:26,964 --> 00:08:28,745 And we've spent the last year, 228 00:08:29,204 --> 00:08:30,824 piloting those use cases, 229 00:08:31,125 --> 00:08:32,424 a lot to that process 230 00:08:33,039 --> 00:08:35,059 to select technology partners 231 00:08:35,519 --> 00:08:37,539 to get those vetted by cybersecurity, 232 00:08:38,399 --> 00:08:38,899 by, 233 00:08:39,440 --> 00:08:40,820 legal, by IT, 234 00:08:41,200 --> 00:08:42,980 and then stand those technologies 235 00:08:43,279 --> 00:08:43,779 up. 236 00:08:44,320 --> 00:08:46,740 But our use cases have included things, 237 00:08:47,279 --> 00:08:48,784 like photo retouching, 238 00:08:50,125 --> 00:08:52,225 managing our social media platforms, 239 00:08:53,725 --> 00:08:55,664 helping us with podcast efficiency, 240 00:08:56,044 --> 00:08:57,345 editing, and transcription. 241 00:08:58,845 --> 00:09:01,345 Also writing, we've been experimenting using 242 00:09:02,019 --> 00:09:03,960 generative AI, of course, for writing 243 00:09:04,500 --> 00:09:07,779 and, also for some analytics functions as well. 244 00:09:07,779 --> 00:09:09,960 So we're really beginning to develop some 245 00:09:10,339 --> 00:09:14,419 significant learning about where the opportunities are for 246 00:09:14,419 --> 00:09:15,399 more impact, 247 00:09:16,214 --> 00:09:18,534 but also more efficiency. And, of course, in 248 00:09:18,534 --> 00:09:19,595 health care today, 249 00:09:20,134 --> 00:09:22,634 we're all seeking ways to become more efficient. 250 00:09:22,694 --> 00:09:25,595 So we're very excited about what we accomplished 251 00:09:25,654 --> 00:09:28,375 in the past year, and now we're looking 252 00:09:28,375 --> 00:09:31,194 to the next stage of generative AI 253 00:09:31,789 --> 00:09:32,669 and how we can, 254 00:09:34,110 --> 00:09:35,329 make these technologies 255 00:09:36,429 --> 00:09:38,429 an integral part of the work that we 256 00:09:38,429 --> 00:09:40,209 do within marketing and communications 257 00:09:40,669 --> 00:09:41,730 at Cleveland Clinic. 258 00:09:43,149 --> 00:09:44,850 That's great to hear. And certainly, 259 00:09:45,284 --> 00:09:47,384 having that generative AI technology, 260 00:09:47,845 --> 00:09:49,845 has made such a big difference across the 261 00:09:49,845 --> 00:09:52,245 board with hospitals and health systems. And it's 262 00:09:52,245 --> 00:09:53,605 cool to hear how you're using it in 263 00:09:53,605 --> 00:09:54,664 the marketing capacity 264 00:09:55,044 --> 00:09:56,884 to really make a big difference in those 265 00:09:56,884 --> 00:09:58,964 you're reaching and the type of content you're 266 00:09:58,964 --> 00:09:59,464 creating. 267 00:10:00,360 --> 00:10:02,360 I'm curious. When you look at your teams 268 00:10:02,360 --> 00:10:05,980 and generative AI coming in as a booster 269 00:10:06,120 --> 00:10:07,980 for everything that you're doing, 270 00:10:08,519 --> 00:10:10,600 across the board, how do you see the 271 00:10:10,600 --> 00:10:11,580 roles and responsibilities 272 00:10:12,440 --> 00:10:14,139 for health care marketing changing? 273 00:10:15,115 --> 00:10:16,575 So that's something we're, 274 00:10:17,995 --> 00:10:20,095 we're developing a better understanding 275 00:10:20,555 --> 00:10:23,514 of. I think that, as I mentioned, we 276 00:10:23,514 --> 00:10:25,774 want everyone in our marketing communications 277 00:10:26,154 --> 00:10:27,455 organization to have 278 00:10:28,340 --> 00:10:30,200 a basic understanding of, 279 00:10:30,580 --> 00:10:33,460 generative AI and the tools and what the 280 00:10:33,460 --> 00:10:35,860 potential is for those tools. But I think 281 00:10:35,860 --> 00:10:37,000 we're also recognizing 282 00:10:37,460 --> 00:10:37,960 that 283 00:10:38,820 --> 00:10:41,460 not everyone can be a subject matter expert 284 00:10:41,460 --> 00:10:42,120 on AI 285 00:10:42,565 --> 00:10:44,825 and that, as we move forward 286 00:10:45,365 --> 00:10:48,185 to be successful, we may need to evolve 287 00:10:48,725 --> 00:10:50,904 some of the roles within our organization 288 00:10:52,004 --> 00:10:54,504 to train and have dedicated specialists 289 00:10:55,399 --> 00:10:57,320 who know how to get the most out 290 00:10:57,320 --> 00:10:58,379 of these tools. 291 00:10:59,160 --> 00:10:59,660 And, 292 00:11:00,120 --> 00:11:02,299 and each of the tools is is different. 293 00:11:02,440 --> 00:11:05,080 You know, there's some similarities, but but they 294 00:11:05,160 --> 00:11:07,559 but they're each different. So I think we're 295 00:11:07,559 --> 00:11:09,500 asking ourselves now as a marketing 296 00:11:10,004 --> 00:11:12,644 communications leadership team, how do we get the 297 00:11:12,644 --> 00:11:14,565 most out of these tools? What's the right 298 00:11:14,565 --> 00:11:16,184 way to organize ourselves 299 00:11:16,884 --> 00:11:19,605 in the future to to be impactful with 300 00:11:19,605 --> 00:11:21,625 these tools? I think back to when we 301 00:11:21,940 --> 00:11:25,139 really were focusing on becoming a digital first 302 00:11:25,139 --> 00:11:27,080 marketing and communications team. 303 00:11:27,700 --> 00:11:28,200 And, 304 00:11:29,139 --> 00:11:31,060 you know, I was always exhorting the team 305 00:11:31,060 --> 00:11:33,480 to think digital, think mobile, think measurable. 306 00:11:34,664 --> 00:11:36,424 We had a lot of people who had 307 00:11:36,424 --> 00:11:39,404 grown up in an analog world of design 308 00:11:39,544 --> 00:11:40,205 and writing 309 00:11:41,144 --> 00:11:42,605 and management. And 310 00:11:43,144 --> 00:11:45,965 over time, we help people make that transition, 311 00:11:46,024 --> 00:11:48,850 but roles evolved. You'd had to have people 312 00:11:48,850 --> 00:11:51,110 who were specialized in social media, 313 00:11:51,490 --> 00:11:54,629 people who were specialized in search engine optimization, 314 00:11:55,330 --> 00:11:58,290 specialized in search engine marketing. So I think 315 00:11:58,290 --> 00:12:00,389 AI is gonna present the same opportunities 316 00:12:01,090 --> 00:12:04,235 to develop new roles that can really maximize 317 00:12:04,534 --> 00:12:06,315 the potential of these technologies. 318 00:12:08,534 --> 00:12:10,475 That's great to hear. And, you know, really 319 00:12:10,615 --> 00:12:12,375 a fascinating way to look at things and 320 00:12:12,375 --> 00:12:14,774 that evolution of technology, whether, as you mentioned, 321 00:12:14,774 --> 00:12:16,315 going from analog to 322 00:12:16,639 --> 00:12:19,519 computer online and now integrating in AI has 323 00:12:19,519 --> 00:12:21,860 just been a fascinating transition and transformation. 324 00:12:22,559 --> 00:12:23,299 I'm curious. 325 00:12:23,679 --> 00:12:25,460 I I know there's a lot of opportunities, 326 00:12:26,399 --> 00:12:28,639 coming down the pipe based on our discussion 327 00:12:28,639 --> 00:12:29,379 today, but 328 00:12:29,754 --> 00:12:31,595 challenges as well. What are some of those 329 00:12:31,595 --> 00:12:33,914 big challenges that you're anticipating for the next 330 00:12:33,914 --> 00:12:34,735 year or two? 331 00:12:36,235 --> 00:12:37,294 So we're, 332 00:12:37,834 --> 00:12:39,294 you know, working to 333 00:12:39,754 --> 00:12:40,735 as I've mentioned, 334 00:12:41,194 --> 00:12:42,314 we're working to, 335 00:12:42,920 --> 00:12:45,820 get our team members as comfortable as possible 336 00:12:46,040 --> 00:12:46,860 with AI, 337 00:12:47,639 --> 00:12:50,279 and we want people to recognize that it's 338 00:12:50,279 --> 00:12:50,940 a tool 339 00:12:51,320 --> 00:12:53,960 to enhance the way we work. I heard 340 00:12:53,960 --> 00:12:57,160 a great I think perspective on AI that, 341 00:12:57,875 --> 00:13:00,134 someone showed it as a spectrum from 342 00:13:00,674 --> 00:13:04,054 fully AI to fully human. And and, basically, 343 00:13:04,195 --> 00:13:06,995 the the thought was very few things at 344 00:13:06,995 --> 00:13:09,315 least initially are gonna be going to be 345 00:13:09,315 --> 00:13:10,214 fully AI. 346 00:13:10,589 --> 00:13:13,069 But what but but many things don't need 347 00:13:13,069 --> 00:13:15,549 to be fully human. AI can help us 348 00:13:15,549 --> 00:13:17,709 advance or be more efficient. So how do 349 00:13:17,709 --> 00:13:20,209 we get people comfortable with finding where 350 00:13:20,589 --> 00:13:22,209 various things in the organization 351 00:13:22,750 --> 00:13:24,129 are on that perspective 352 00:13:24,774 --> 00:13:26,875 and to embrace these tools 353 00:13:27,254 --> 00:13:29,254 and not be intimidated by them. So I 354 00:13:29,254 --> 00:13:29,995 think that's 355 00:13:30,375 --> 00:13:32,695 one of the big challenges we continue to 356 00:13:32,695 --> 00:13:33,514 face. We're, 357 00:13:33,975 --> 00:13:36,134 you know, we're continuing to communicate and be 358 00:13:36,134 --> 00:13:38,375 transparent with the team about the things we're 359 00:13:38,375 --> 00:13:40,559 doing, and we want people to, 360 00:13:41,740 --> 00:13:44,559 understand them and engage with them as much 361 00:13:45,019 --> 00:13:47,019 as possible. I think, you know, the other 362 00:13:47,019 --> 00:13:47,519 challenges, 363 00:13:48,299 --> 00:13:50,480 you know, are just process challenges. 364 00:13:51,259 --> 00:13:52,620 Every time, you you know, we look at 365 00:13:52,620 --> 00:13:54,720 a new technology, it has to be vetted. 366 00:13:55,154 --> 00:13:57,174 Can it fit within the Cleveland Clinic's, 367 00:13:58,674 --> 00:13:59,174 IT, 368 00:14:00,195 --> 00:14:00,695 architecture? 369 00:14:01,475 --> 00:14:03,254 Is it safe from a cybersecurity 370 00:14:04,034 --> 00:14:04,534 perspective? 371 00:14:05,074 --> 00:14:07,475 What's the cost and benefit of AI? You 372 00:14:07,475 --> 00:14:09,414 know, we really have to make sure that 373 00:14:09,500 --> 00:14:12,379 if we're investing in these technologies that we 374 00:14:12,379 --> 00:14:15,200 are getting a positive return. So, 375 00:14:16,299 --> 00:14:18,779 as exciting as these technologies are, we we 376 00:14:18,779 --> 00:14:20,459 do need to approach them with a level 377 00:14:20,459 --> 00:14:21,120 of discipline 378 00:14:21,659 --> 00:14:24,159 to make sure that we get the intended 379 00:14:24,220 --> 00:14:24,720 benefits. 380 00:14:27,235 --> 00:14:29,014 That makes a lot of sense. And, certainly, 381 00:14:29,075 --> 00:14:31,235 I know so many organizations in health care 382 00:14:31,235 --> 00:14:33,735 and otherwise are are trying to navigate that 383 00:14:33,795 --> 00:14:36,934 similar challenge of making sure, one, new technologies 384 00:14:37,154 --> 00:14:39,539 are gonna be beneficial long term, but, two, 385 00:14:39,779 --> 00:14:42,339 their teams are comfortable and ready to embrace 386 00:14:42,339 --> 00:14:44,179 them in a way that is optimizing them 387 00:14:44,179 --> 00:14:45,159 as much as possible. 388 00:14:45,620 --> 00:14:47,220 Is there anything that you found that worked 389 00:14:47,220 --> 00:14:48,360 particularly well, 390 00:14:48,980 --> 00:14:51,379 in terms of getting this message across and 391 00:14:51,379 --> 00:14:53,720 and increasing the comfort level of your teams? 392 00:14:54,855 --> 00:14:56,955 Yes. I I think at the very start, 393 00:14:57,095 --> 00:14:58,054 we brought in, 394 00:14:58,615 --> 00:15:01,754 an outside partner who's an expert in generative 395 00:15:01,815 --> 00:15:02,315 AI, 396 00:15:02,934 --> 00:15:03,995 and we, 397 00:15:04,855 --> 00:15:05,914 held a 398 00:15:06,695 --> 00:15:08,490 briefing for for all the members of our 399 00:15:08,490 --> 00:15:10,509 marketing communications team worldwide. 400 00:15:10,809 --> 00:15:12,589 Everyone was invited to participate, 401 00:15:13,049 --> 00:15:14,909 and everyone got the same 402 00:15:15,289 --> 00:15:15,789 overview 403 00:15:16,570 --> 00:15:19,370 of the AI landscape. We'll probably repeat that 404 00:15:19,370 --> 00:15:20,669 process this year 405 00:15:21,044 --> 00:15:23,125 because so much has changed in the last 406 00:15:23,125 --> 00:15:24,664 fifteen to eighteen months. 407 00:15:25,044 --> 00:15:26,264 And now we can 408 00:15:26,725 --> 00:15:29,044 add to it a perspective on what we've 409 00:15:29,044 --> 00:15:29,544 learned, 410 00:15:30,164 --> 00:15:32,105 from the tools that we were using 411 00:15:32,485 --> 00:15:34,725 as well as a look forward in in 412 00:15:34,725 --> 00:15:36,629 terms of what our road map will be 413 00:15:36,629 --> 00:15:38,009 for 2025 414 00:15:38,470 --> 00:15:40,629 and hopefully beyond, but it's hard to look 415 00:15:40,629 --> 00:15:42,090 too too far down the road. 416 00:15:42,470 --> 00:15:42,870 But, 417 00:15:43,669 --> 00:15:44,570 you know, I think, 418 00:15:45,269 --> 00:15:47,669 I think we have to keep experimenting. We've 419 00:15:47,669 --> 00:15:50,490 tried in certain certain use case, 420 00:15:51,475 --> 00:15:55,095 examples. We've tried multiple technologies already because, 421 00:15:55,475 --> 00:15:57,715 you know, if we found something wasn't working, 422 00:15:57,715 --> 00:15:59,975 wasn't meeting our needs, we needed to adapt 423 00:16:00,115 --> 00:16:02,754 and and and move on. So in some 424 00:16:02,754 --> 00:16:03,254 cases, 425 00:16:03,690 --> 00:16:05,529 I think the, you know, phrase you you'll 426 00:16:05,529 --> 00:16:08,730 hear is, you know, fail fast and it 427 00:16:08,730 --> 00:16:10,649 may you know, if it's not gonna work, 428 00:16:10,649 --> 00:16:13,049 then make a decision and and find another 429 00:16:13,049 --> 00:16:14,269 solution. So, 430 00:16:15,289 --> 00:16:17,210 you know, it's we're still very much in 431 00:16:17,210 --> 00:16:17,710 the 432 00:16:18,084 --> 00:16:20,424 early stages of this, technology. 433 00:16:20,804 --> 00:16:22,884 And, you know, I think we know there's 434 00:16:22,884 --> 00:16:24,644 a a long way to go, so we 435 00:16:24,644 --> 00:16:26,424 have to stay open minded, 436 00:16:27,284 --> 00:16:27,784 stay, 437 00:16:28,404 --> 00:16:28,904 transparent, 438 00:16:29,205 --> 00:16:31,544 and, you know, see where it takes us. 439 00:16:32,809 --> 00:16:35,769 That's really helpful advice. I think, it makes 440 00:16:35,769 --> 00:16:37,370 a lot of sense. It's cool to hear 441 00:16:37,370 --> 00:16:39,290 that evolution even in just one year. So 442 00:16:39,290 --> 00:16:41,210 much has changed, but still, you know, you 443 00:16:41,210 --> 00:16:43,710 can bring in the experts as well as 444 00:16:43,769 --> 00:16:45,790 incorporate what you've learned, into 445 00:16:46,225 --> 00:16:48,625 how you're connecting and communicating with your broader 446 00:16:48,625 --> 00:16:51,585 teams, about AI as well. Now before we 447 00:16:51,585 --> 00:16:53,745 wrap up here, I'm wondering, what is the 448 00:16:53,745 --> 00:16:55,424 number one thing that you are doing right 449 00:16:55,424 --> 00:16:57,825 now to set, Cleveland Clinic up for long 450 00:16:57,825 --> 00:16:58,565 term success? 451 00:16:59,990 --> 00:17:00,490 So, 452 00:17:01,590 --> 00:17:03,509 when I saw this question, I I had 453 00:17:03,509 --> 00:17:05,029 to give it some thought, and I wanted 454 00:17:05,029 --> 00:17:06,570 to pivot away from, 455 00:17:07,269 --> 00:17:09,670 AI. I think, you know, I've I've spent 456 00:17:09,670 --> 00:17:11,690 a lot of time talking about that. But 457 00:17:11,835 --> 00:17:13,674 I think, you know, right now, we're we're 458 00:17:13,674 --> 00:17:15,914 coming out of a year in 2024 459 00:17:15,914 --> 00:17:18,075 and the prior year in 2023 460 00:17:18,075 --> 00:17:19,774 where a lot of organizations 461 00:17:20,234 --> 00:17:20,734 face 462 00:17:21,835 --> 00:17:22,654 stiff headwinds 463 00:17:23,274 --> 00:17:25,454 with the changing health care environment. 464 00:17:25,755 --> 00:17:26,255 And, 465 00:17:27,220 --> 00:17:29,259 you know, certainly, Cleveland Clinic, we weren't immune 466 00:17:29,259 --> 00:17:30,880 to that. We had to overcome 467 00:17:31,419 --> 00:17:33,659 some of those industry headwinds, and and we're 468 00:17:33,659 --> 00:17:35,440 still working through those processes. 469 00:17:36,059 --> 00:17:38,079 I think for for my organization, 470 00:17:38,794 --> 00:17:40,974 you know, to be successful long term, 471 00:17:41,434 --> 00:17:43,694 we have to have a deep understanding 472 00:17:44,034 --> 00:17:44,534 of 473 00:17:44,875 --> 00:17:45,694 the organization's 474 00:17:46,075 --> 00:17:46,575 strategy 475 00:17:47,194 --> 00:17:48,734 and how marketing communications 476 00:17:49,115 --> 00:17:51,115 support that. You know, we don't operate in 477 00:17:51,115 --> 00:17:51,775 a vacuum. 478 00:17:52,154 --> 00:17:54,414 We are an integrated part of, 479 00:17:55,089 --> 00:17:57,750 a highly integrated health care system. So 480 00:17:58,529 --> 00:18:00,609 one of the things that we're focused on 481 00:18:00,609 --> 00:18:01,349 right now 482 00:18:01,730 --> 00:18:02,230 is, 483 00:18:02,690 --> 00:18:04,149 as we go through organizational 484 00:18:04,529 --> 00:18:05,029 change, 485 00:18:06,450 --> 00:18:08,389 that we're continuing to meet 486 00:18:08,714 --> 00:18:09,934 regularly and consistently 487 00:18:10,875 --> 00:18:13,214 with leaders across our entire organization 488 00:18:14,234 --> 00:18:16,554 to understand what the needs are in their 489 00:18:16,554 --> 00:18:17,054 markets 490 00:18:17,515 --> 00:18:19,134 and for their service lines, 491 00:18:19,835 --> 00:18:21,054 and not to predetermine, 492 00:18:21,779 --> 00:18:23,880 you know, what the marketing or communication 493 00:18:24,180 --> 00:18:25,559 solutions might be. 494 00:18:26,019 --> 00:18:29,400 So, we're having great conversations across the organization. 495 00:18:30,259 --> 00:18:33,720 As I mentioned, market service lines, research, education, 496 00:18:34,625 --> 00:18:36,884 and how can we in marketing and communications 497 00:18:37,184 --> 00:18:37,924 help them 498 00:18:38,225 --> 00:18:39,765 achieve their goals. Ultimately, 499 00:18:40,225 --> 00:18:42,545 you know, that's our truest measure of success 500 00:18:42,545 --> 00:18:43,924 for the work that we do. 501 00:18:45,184 --> 00:18:46,950 That makes a lot of sense. And, you 502 00:18:46,950 --> 00:18:49,349 know, great to to hear and understand that, 503 00:18:49,589 --> 00:18:52,470 the marketing communications, as you mentioned, is really 504 00:18:52,470 --> 00:18:54,630 such a big part of the overall health 505 00:18:54,630 --> 00:18:57,349 system. It makes everything else work. And, truly, 506 00:18:57,349 --> 00:18:59,589 truly carrying that message forward is a huge 507 00:18:59,589 --> 00:19:00,089 responsibility, 508 00:19:00,390 --> 00:19:02,434 but one that it seems like is an 509 00:19:02,434 --> 00:19:02,934 exciting, 510 00:19:03,475 --> 00:19:05,315 exciting thing to come to work every day 511 00:19:05,315 --> 00:19:06,615 and really make happen. 512 00:19:07,475 --> 00:19:09,795 Yes. I mean, we're it it takes, you 513 00:19:09,795 --> 00:19:11,894 know, it takes teamwork. It takes, 514 00:19:12,355 --> 00:19:15,095 really having an ability to listen and understand 515 00:19:16,140 --> 00:19:18,320 before you try to work through solutions. 516 00:19:18,700 --> 00:19:20,640 One thing we're very proud of that's 517 00:19:20,940 --> 00:19:23,500 a product of that kind of approach to 518 00:19:23,500 --> 00:19:25,580 working is we just launched a brand new 519 00:19:25,580 --> 00:19:27,119 global brand campaign. 520 00:19:28,059 --> 00:19:30,799 It'll run across all of our markets in 521 00:19:31,555 --> 00:19:34,055 London, in Florida, and in Ohio, 522 00:19:34,835 --> 00:19:35,234 and, 523 00:19:35,715 --> 00:19:38,195 that's quite an accomplishment for our team. It 524 00:19:38,195 --> 00:19:40,195 was a different way of thinking of working 525 00:19:40,195 --> 00:19:42,195 for all the markets, but we've gotten great 526 00:19:42,195 --> 00:19:42,695 support. 527 00:19:43,315 --> 00:19:46,055 And I think that's really what a 528 00:19:50,650 --> 00:19:52,890 Fantastic. Well, Paul, thank you so much for 529 00:19:52,890 --> 00:19:54,570 joining us on the podcast today. This has 530 00:19:54,570 --> 00:19:56,809 been a really fascinating conversation, and I look 531 00:19:56,809 --> 00:19:58,670 forward to connecting with you again soon. 532 00:19:59,131 --> 00:20:00,891 Laura, appreciate it. It was great to be 533 00:20:00,891 --> 00:20:02,431 with you. Thanks for having me.