The Future of Healthcare Marketing with AI and Agentic Technology

Summary

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Podcast Summary: "The Future of Healthcare Marketing with AI and Agentic Technology"

Becker’s Healthcare Podcast – September 16, 2025
Guests:

• Chris Bevelo, Chief Transformation Officer, BPD
• Andy Chang, Chief Marketing Officer, UChicago Medicine
  Host: Becker’s Healthcare

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Episode Overview

This episode dives deeply into the rapidly evolving world of healthcare marketing, focusing on artificial intelligence (AI), particularly agentic technology, and its profound impact on marketing strategy, patient experience, and everyday operations for health systems. Chris Bevelo and Andy Chang explore tangible ways AI is reshaping work—from automating mundane tasks to fundamentally changing the way patients and consumers interact with healthcare brands. The discussion offers strategic insights, bold predictions, and actionable examples from the front lines in both technology and healthcare marketing.

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Key Discussion Points & Insights

1. Personal Use of AI: From Search Engines to Everyday Productivity

• Andy Chang reveals that AI has become deeply embedded in his daily life, stating he has "stopped using Google" and now only uses Perplexity for searches ([05:06]), leveraging it for everything from drafting emails to finding restaurant recommendations.
• He frequently utilizes "Agentic" AI and is particularly interested in emerging 'connectors' or open language connectors (MCP), which enable more seamless integrations across platforms and tasks.

"Let's just say a lot. A lot. Yeah." – Andy Chang ([06:01])

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2. What is Agentic AI and Why It Matters

• Definition: Andy defines agentic AI as technology that can "handle tasks automatically"—replacing manual work with intelligent agents that interact with interfaces for the user ([07:30]).
• Impact: He argues that agentic is more transformative than generative AI: while generative AI saves time on tasks, agentic AI can save entire days and produce real financial ROI.
• Example: Andy shares a compelling example where he used agentic AI to complete mandatory compliance training and testing for him, and to automate complex website searches ([09:43]).

"Agentic, you save days and you save real dollars... That's where the true ROI of AI comes in from my standpoint." – Andy Chang ([08:23])

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3. The End of Websites (As We Know Them)

• Prediction: Andy predicts a seismic change as agentic AI makes front-end websites less relevant for conversion activities ([12:01]).
• Rationale: If digital agents can interact directly with each other (e.g., booking flights or medical appointments), traditional websites become unnecessary for users—they leverage their agents instead.
• Marketing Implications: This shift signals the end of content-based SEO and the need to rethink digital presence; traffic to traditional web content, like blogs, is already declining sharply.

"It is the beginning of the end of websites as we know it. Think about that." – Andy Chang ([12:01])
"Websites are going to be more just for content curiosity, but not for conversion... That's going to be handled by your agent." – Andy Chang ([13:31])

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4. The Fate of the Internet and Email in an AI World

• Internet Content Chaos: With AI making it trivial to flood the internet with content, the risk of information overload and veracity issues is real ([16:09]).
• Andy predicts more sophisticated fact-checking bots and possible paywalls for AI scraping content, but believes that human content consumption habits and the need for connection will keep the internet relevant ([17:46]).
• Email Extinction: AI will increasingly handle (and respond to) communications via email, automating sorting, responding, and categorization—making human-written emails rare ([20:30]).
• New connectors (e.g., Anthropic’s Claude, OpenAI’s Gmail integrations) are already automating communication and could soon render email as we know it obsolete for interpersonal connection.

"Email is going to just become another way of an outdated mode of transportation, so to speak. And we'll just use that infrastructure to build more modern stuff on top of it." – Andy Chang ([21:24])

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5. Engineering Personalized, Frictionless Healthcare Experiences

• Beyond Traditional Marketing: Andy emphasizes that marketing is more than just “pretty pictures and ads.” It encompasses every patient touchpoint—from the parking garage to phone calls ([25:45]).
• MarTech Stack Vision: UChicago Medicine is building an integrated technology stack (with Salesforce partnership) to collect all touchpoint data into a CDP (customer data platform), then activate agentic AI for hyper-personalized interactions.
• Goal: Any patient, regardless of communication preference (phone, SMS, chat, email), should find frictionless access. This requires a radical reorientation and operational overhaul with cross-functional buy-in across compliance, IT, operations, and marketing ([30:41]).

"We shouldn't care how you choose to interact... We force you to only interact with us one way—that day and age is I'm trying to make it come to an end." – Andy Chang ([28:48])

• Analogy: He likens it to how fast food apps let you order your meal exactly how and where you want it—healthcare must become equally “easy” and responsive.

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Notable Quotes & Memorable Moments

| Timestamp | Quote | Speaker | |---|---|---| | 06:01 | "Let's just say a lot. A lot. Yeah." | Andy Chang | | 07:30 | "My definition of agentic is being able to handle tasks automatically. That even with a generative AI would have required you to do some manual clicking or typing..." | Andy Chang | | 08:23 | "Agentic, you save days and you save real dollars... That's where the true ROI of AI comes in from my standpoint." | Andy Chang | | 09:57 | "The AI took the [compliance training] test for me and got an 80% which was the minimum required to pass." | Andy Chang | | 12:01 | "It is the beginning of the end of websites as we know it. Think about that." | Andy Chang | | 13:31 | "Websites are going to be more just for content curiosity, but not for conversion activity or calls to action. That's going to be handled by your agent." | Andy Chang | | 20:30 | "I think [the death of email] is way more feasible... Email is going to just become another way of an outdated mode of transportation." | Andy Chang | | 21:24 | "We'll just use that infrastructure to build more modern stuff on top of it." | Andy Chang | | 25:45 | "Marketing is more about rating that perception in someone's mind in a positive way using every touch point." | Andy Chang | | 28:48 | "We shouldn't care how you choose to interact... That day and age is I'm trying to make it come to an end." | Andy Chang |

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Key Timestamps for Important Segments

• [04:21] – AI in daily work: shifting away from Google, using Perplexity, agentic AI
• [07:30] – Andy defines agentic AI, why he finds it more exciting than generative AI
• [09:43] – Real-world example: agentic AI completing compliance training, website data extraction
• [12:01] – Prediction: The end of websites as primary interfaces
• [14:43] – Decline of traditional content, impact on SEO and marketing
• [16:09] – Concerns over content overload and AI-generated noise on the Internet
• [20:30] – Email’s future in the AI era: automation, obsolescence
• [25:45] – Reimagining the MarTech stack: moving to frictionless, multi-channel patient experience
• [30:41] – Cross-disciplinary approach to technology transformation at UChicago Medicine

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Episode Tone & Dynamics

• Conversational, humorous, and open, with occasional light banter (e.g., discussing video games and analogies with intestines to healthcare experiences).
• Both guests challenge traditional mindsets and rally listeners to “leave status quo thinking in the dust” and aggressively embrace innovation.

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Summary & Takeaways

This episode offers an unflinching look at where healthcare marketing is headed in the age of AI, especially agentic AI, which is poised not just to automate tasks but to upend fundamental assumptions about digital presence, communication, and patient experience. The pace of change is accelerating, with real examples already in play. Healthcare systems—and their marketing leaders—must act now to stay relevant, creating customer journeys that prioritize choice, ease, and personalization at every turn.

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For those in healthcare leadership, digital strategy, or marketing, this episode is both a wake-up call and a practical guide for what’s possible—and essential—in a rapidly changing technological world.

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Transcript

[A]

3, 2, 1. Here we go.

[B]

Hello and welcome to the Becker's Healthcare Podcast. This is a special episode of the no Normal show brought to you by bpd. Thanks so much to Beckers for this opportunity to share this awesome episode featuring BPD's Chief Transformation Officer, Chris Bevelo. Hello. Hi, Chris.

[C]

Hey.

[B]

Hey. And we'll also be joined by Andy Chang, Chief marketing officer at UChicago Medicine. If you're not familiar with us, BPD is a marketing services firm that delivers the future to healthcare's leading brands. And our podcast, which you're listening to right now, the no Normal show is where we leave all things status quo, traditional, old school and boring in the dust. And instead we celebrate the new, the powerful, the innovative, the bold, all focused around the future of healthcare marketing and communications. So before we get into the show, we have a few exciting things coming up. First of all, we have a couple blogs that are really new, hot off the press. The first is called the Einstein Divide and really digs into the AI era and how marketers and communicators at health systems can completely reinvent their work with AI at the center. The second is called you're full, but are you growing? And it really digs into the fact that so many health systems may be at capacity at the moment in various service lines, but that doesn't prevent growth. And so it goes into ways to consider new ways to grow across service lines and beyond. You can find both of those on our website@bpd healthcare.com and also, if you enjoy this episode of the Know Normal show, you might want to subscribe to our newsletter called the no normal Rewind where you can get even more content, even more of the insights that you found helpful on this show and subscribe to future shows from there. And then lastly, and maybe most exciting, Chris, we have an awesome event coming up. Do you want to tell us more about it?

[A]

Yeah. We have the Joe Public Retreat coming up in February. In fact, February 18th through the 20th, which sounds like a long way away, but we're actually already filling up for it, so we hope that you could join us there. This is. If you're not familiar with the Joe Public Retreat, this is an event we've put on for more than a decade where we invite a small group at the top marketing leaders in the health system space. These are CMOs, these are VPs, and we dig into the most difficult topics of the day. Last year we focused on the future of the CMO for the entire three day retreat. This year we're focusing on what we call the AI dream. So all kinds of discussions both on this podcast and across the universe really around AI and all the things you can do with AI. What we really want to do in this retreat is figure out what is the future of health system marketing look like if AI comes to fruition in all the ways we think about. So we're going to be going out like two or three years and creating a vision for what that discipline will look like with all the things AI. So we're kind of, we're kind of telling people, you're going to be able to say, I was in the room when this was created. It's going to be in beautiful South Beach, Florida. We always pick really cool locations to have it in. And again, to make sure that we have the kind of roll up your sleeve, really dig in environment we like to have, we cap attendance at 40 attendees. So even though this is February, we're six months out. If you want to go, you need to register as soon as possible because this one definitely will fill out. We have Paul Raitzer, if you're familiar with Paul Raitzer for the Marketing AI Institute, who will be spending a day with the group to help facilitate this visioning exercise. So it's going to be pretty, pretty incredible. Stephanie and I will both be there, as will some others from BPD. So hope you can join us there. Go to joepublicretreat.com and we'll also have a link in the show notes and we'll see you in South beach in February 1st. Perfect place to be, by the way, in February.

[B]

That's so true. It's going to be great. I'm really excited, not just about south beach, but about all the AI dreams that are going to come out of this. So with that, speaking of AI dreams, let's get into this main topic here. Enjoy the show with Chris and Andy Chang.

[A]

So I'm going to ask you this question and I'll give you three choices of how to answer. How much time do you think you spend on an average day in AI? And your choices are some kind of quantification of hours or, and this is where I'm going to qualify this as where you're proactively using AI. Of course, AI is built into some of the things that we use every day, like our iPhone. Right. So I'm not going to don't include, like things are just in something where you're actively using, let's say, ChatGPT as a tool or something else. So it's either Quantitative by day or hour. Or you can't. You don't count that because it's pretty much embedded in everything you do or most of what you do.

[C]

Yeah, I will say I stopped using Google. I now only use Perplexity. Sometimes I do use. Have to use Google, like if I'm doing a Google Images search. But my default is now Perplexity. I am constantly asking it to revise emails. I am asking for feedback on some of the stories I'm trying to tell from a presentation standpoint. Also, ideas around, you know, personal stuff, like, what are some good restaurants that are popping up in Chicago that I should hear about lately? I'm just. It does the search for me. I'm using Agentic on a pretty regular basis. And you know what people aren't talking enough about, by the way, not to kind of switch gears a little bit, is mcp, which is the connectors, the open model. I mean, excuse me, the open language connectors that are being built. And so I'm using those as well. So let me. I can't quantify it for you, but let's just say a lot. A lot. Yeah. So when you said three choices, I was thinking, I thought you're gonna. Who do you want to marry? Who do you want to kill?

[A]

No, no, no.

[C]

From an AI standpoint, no. Are you cutting that?

[A]

Stop. Stop with the two. I only gave you two choices. I said three, but I only gave you two. Stop with Mary and Kill. We'll just stop right there. But let's do quickly switch to agentic. Because I know that's a big thing. You've talked about it personally. It's interesting to me because I'm just going to let you go on this. When I kept hearing about it, I'm like, all right, I better go back and remember what is meant here. So I wonder what your definition of it is. But when I read it, I'm like, isn't this redundant? This is like a jumbo or not jumbo shrimp. I guess that's oxymoronic. It feels redundant to say agentic AI. In my mind, what we mean by agentic is actually what AI is supposed to be. But what's your. What's your definition of it and why is it a big deal to you?

[C]

Yeah, my definition of agentic is being able to handle tasks automatically. That even with a generative AI would have required you to do some manual clicking or typing, what have you. But now those are being like your mouse and your keyboard is now being taken control. It is to me the yeah, you're right, it is what AI was closer to what it was supposed to be intended for originally. And of course there's AGI, which is the ultimate thing. But to me, Agentic is more exciting than Generative. Generative is fun and sure, you can save a lot of time on on Generative, the for work, but Agentic, you save days and you save real dollars with a gentech. That's where the true ROI of AI comes in from my standpoint. So it is very exciting on that in that area. And I've been using Agentic, like I just said, I've been using a lot of. Of. Well, when ChatGPT first released Operator their Agentic, it was not good, but it's getting better by the month. But then Perplexity announced released their browser Comet, and that is now the browser I primarily use for default. And it has Agentic built into it. So here's an example of how I used it last week. Everyone that works for a company has to go through compliance training or mandatory training courses that you have to then take a test for, watch all the videos and they don't want you to just click through it all and you have to spend at least two hours on it. Well, I told the Agentic, AI take this training for me. And it did it.

[A]

Do you want to. We may need to cut that out of this podcast. I don't know like how I know would feel about that.

[C]

They would not be happy. But I'm going to show them. It's part of a presentation I'm giving to our executive leadership team of what Agentic can do.

[A]

Did you pass?

[C]

I am. I didn't pass. Well, I did pass, but the AI took the test for me and got an 80% which was the minimum minimum required to pass. And I recorded it. And now imagine there's like 10 of these or 15 of these that you got to do. Fifteen agents running at the same time, just going through all of your compliance training. They're going to have to figure out how to prevent this from happening. But that's just one use case. Another one is I want to do a search on our [e-mail] of how many physicians are listed on a website that fit these criteria. And instead of manually doing it, I just told the agent, go find it and put it into an Excel spreadsheet for me. Thank you. And it did it within, you know, 15 minutes or so. Now imagine that for work times 100 because you don't have to have one agent you can have as many agents as you want. It is literally the agents from the Matrix just. You just clone it and have it do different things. It's pretty amazing. Don't you imagine. I'm excited.

[A]

Yeah. And don't you imagine, too, that there will be companies that develop. I mean, don't imagine, like, the people have been talking about this, but you've got companies. Let's say it's Delta Airlines that creates an agent to work with your agent. So in other words, like, hey, if you're building an agent to help you, you know, plan your travel and book your travel, connect them into, you know, Delta's Sam the Robot, and they will figure it out together.

[C]

That's right.

[A]

So that's just going to encourage more consumers or business folks or whoever to figure out how to do this on their own. Or maybe it'll be done for them. Like, hey, you don't even need to come up with your own. Just use our robot.

[C]

That's right.

[A]

It'll do it for you. So, yeah, it's pretty amazing.

[C]

It is the beginning of the end of websites as we know it. Think about that.

[A]

Well, what about the Internet? I keep hearing people say that the Internet's dead and email's dead because of AI. By the way, we're already into talking tech with Andy Chang, so let's just keep going. I didn't get to formally introduce it, but let's just keep going. Because this is like a foghorn or.

[C]

A bullhorn noise that comes in at.

[A]

Right?

[C]

Yeah. Like, all right, here we go.

[A]

So let's back up. You said that this is the end of websites as we know it. So first, before we get to. Is the Internet dead? Is email dead? What do you mean by this is the end of websites as we know it?

[C]

If I have my own agent, why do I ever need to go to delta.com? i just tell the agent, hey, book this flight for me, and I like the window seats. I never need to visit delta.com and as a matter of fact, it would be easier. This is where MCP comes in, those connectors. It'd be easier if the agent can talk to Delta's agent instead of just going to the website. And if I don't need to go to delta.com and also get the flights that I wanted booked automatically, I'm not going to delta.com I'm. I'm not going to uchicagomedicine.org I'm just going to have my agents do the work to book that appointment to get My prescription refilled, whatever it is. So the websites that we're using as it is today, I think are going to have to change drastically and to the point where websites are going to be more just for content curiosity, but not for conversion activity or calls to action. That's going to be handled by your agent. So the way that you design and think about websites has to change today. Agentic AI is here already and it's only going to develop and become more mainstream in a matter of a couple years. Gen AI, right. ChatGPT, when everyone heard about it, was that two years ago?

[A]

Three now.

[C]

Three. Yeah, that's right. Look how quickly that changed the way we just accept that as normal now. So three years from now, the agents agentic AI is going to be way more advanced and it's just going to change the way that we do things as we know it. That's what I mean.

[A]

So a couple questions or points. Still would need something for the agent to search and find what it needs.

[C]

But it doesn't need a front end.

[A]

What's that?

[C]

It doesn't need a front end.

[A]

Right. How it does that is going to look and feel completely different. I think I've also keep hearing more about, you know, we've been hearing like SEO is dead, blah, blah, blah. But I do hear a lot of conversation about how all the ways in which we've learned to leverage content are either completely dead because of this or will have to change dramatically. So the idea, for example, of putting out a blog post, in fact, I was just talking to a health system marketer who shared like, hey, we used to get the most traffic to our website from our blog because it would go out there, we'd go on the socials, it'd be what is pulling people in. Right. And it's also usually your blog will cover more than just like, we have a great orthopedic surgeon. It'll cover how do you keep your knees safe when you jog, that kind of stuff. So more people see it, blah, blah, blah. And he was sharing like that's just completely fallen off. The traffic to their blog has completely fallen off and therefore it's impacting their web traffic. Because people, the whole idea of a long tail kind of goes away. That's right. So I think that's another aspect. Right?

[C]

Yeah.

[A]

Yeah. Okay. So what about the Internet? So the way I hear that the Internet's gonna die is that AI will make it so easy and so cheap to flood the zone with content that it'll become useless because nobody will know what's real, what's not and people will just, you know, to your point, like I'm not even gonna go to my browser for all this. If my agent can just go, that's right. If that's true and if the whole model of the web is based on eyeballs funding, in many cases funding the content and the eyeballs go away, what then?

[C]

What happens?

[A]

What happens?

[C]

Yeah, that is something that is, I don't have super strong hunches on this one, but the content world itself, that, I mean that is how the content is what feeds AI. And it's going to have to exist somewhere. And people will always create content, whether it's video or blogs, what have you. And there will always be. People want to share, there will always be news. Content is going to have to exist somewhere. But getting flooded with it, I don't know if it's going to really make. This is where I struggle. I don't know if it's going to really make a meaningful difference in the way that I personally search for content or how people search for content.

[A]

Sure.

[C]

Because people tend to have their habits or their go tos and where they get their content, whether it is Google or AI or the New York Times or the news aggregators or you know, Reddit, what have you, it's going to explode, but I don't think it's going to necessarily take people out, off, off of the Internet completely. Content is a way not just to get information but also to get connection. And the. I think what's going to be probably just as popular is having bots that check the validity of the content and to make sure that those news sites or whatever aggregators out there can check the accuracy of things so that people know that it's accurate. And then the other thing, which is what Cloudflare did, which is trying to prevent AI from scraping their sites and maybe start to charge AI to get their content. It is wild west right now and I don't think it's going to really change the content reading, consuming behavior as much. There's going to be something that no one's ever thought of, like the next TikTok or what have you that will maybe change things up. But people really need, at a basic fundamental level, Maslow's hierarchy need, they just need to have that connection.

[A]

Okay, so website's going to change. Thumbs up, Internet's going to die. Thumbs down or probably not. Last one, email. The death of email is coming from the idea that most people's email, the vast majority of it is crap. It's spam, it's sales, it's whatever. You have to weed through all of your emails, especially if you work in the corporate environment to get to the stuff that matters. And AI combined with other technology advances in marketing again is going to make it so easy and so cheap to send out emails. And people are just going to be like, there's no point in me even using this anymore because now instead of 90% of my inbox is full of shit, excuse my language, 99.9% of it is. So I just. If you want to get ahold of me, don't use email because I can't even find you. I don't know if that sounds maybe more feasible than an Internet thing, but I don't know.

[C]

I think that is way more feasible. Going back to the connectors like Anthropic and Claude and also actually OpenAI, they have a way for you to connect directly into Gmail and your mail apps where it will read your email if you give it permission to, and it will tell you what to read and then it will tell you how to respond. And if you change the setting and this also works with Claude's Apple messages, by the way, it'll read your text messages and your notes. You can set it so that it will automatically respond to those messages and texts and emails if you want it to. Email is going to just become another way of an outdated mode of transportation, so to speak. And we'll just use that infrastructure to build more modern stuff on top of it. But there's gonna be a day when you get an email and maybe man, like let's say 1% of the emails you get in a given day was actually written by a person, even though 10% of it was actually related to your work. So it is, it is going to be really interesting how that changes and how we communicate is very wide open. Greenfield, white space, whatever the cool term is now. But. But I'm playing around a lot with, with Claude's MCP because they that they were the first one to have something a connector with Apple. And it's not working great, but I know it will soon. Actually the prompt that I gave it was hey, read all my messages from so and so and pretend that you are a psychologist. How would you evaluate the conversation and my, my personality type and the other person's. I'll just be honest. It's my family. How would you analyze our behavior?

[A]

That's awesome.

[C]

Yeah, you can just do that automatically.

[A]

It reminds me of a book that a Business coach recommended whom he called. I might get the name wrong. I think it's Diamond Butterfly. But it's one of those disc or Myers Briggs where it's focused on business. And you can audit or assess yourself or others easily from the outside and put them into one of four camps. And the premise of the book is it's not just about the Golden Rule where you treat people how you want to be treated. It's not just about the Platinum rule is treat people how they want to be treated. It's how does your preferences and style mesh with somebody else's preferences and style? Because that intermingling is different than some other. And then what do you do? So if you're an A and you're talking to a C, that's a different conversation. If you want to get what you want out of it, then it would be talking to a B. Imagine that that author creates a chatgpt agent to say, like, hey, tell me five things about this person and read the emails from this person and I will tell you what category they're in. And based on what I know about you, here's how you should shape your comms with them, personal and digital, so that you have a better working relationship and you're able to achieve what you want to achieve in that engagement like that. Why that isn't happening right now, I don't know, but it should. Whoever I know who the author is, I'll send them the idea.

[C]

Yeah, I know what you're. I have read and taken the test of what you're talking about. I can't remember it either, but absolutely, yes. And there was a company that did that for LinkedIn. It would look at your LinkedIn and tell you your personality type and how they prefer to be sold to and all that stuff based on just your LinkedIn posts.

[A]

Crystal knows, Is that it? I mean, we leverage Crystal knows sometimes because it can tell from your Internet footprint. Yeah, like, just like you said. And it's pretty accurate when you apply it to, like, yourself or people you know.

[C]

That's right. I did it to myself. Yeah.

[A]

Yeah. All right, so let's keep talking technology. Let's shift gears. We've got. We've got a few minutes left. How are you using it? Can be AI, but we've talked a lot about AI. How are you using technology right now to advance what you're doing in your role, Andy, in terms of, like, marketing? So that could be a thousand different things. But what's the biggest, most important thing in your mind that you're trying to accomplish right now with the latest greatest Martech stack.

[C]

Yep. Okay, let's talk stack cart. Whoa, that came out wrong. Let's talk martech stack.

[A]

Let's talk tech stack. How's that?

[C]

The idea that marketing is pretty pictures and commercials and ads to me is very old school. As you know and as you agree with. Marketing is more about rating that perception in someone's mind in a positive way using every touch point. And those touch points aren't just emails and ads. It is also when you walk into the front door of our building or even the parking deck. It is when you are even looking for the garbage can or trying to book an appointment. Whatever the touch point is, how do we make that experience as seamless and frictionless as possible? With Generative AI and Magentic, those touch points can be so hyper personalized now and to the point where it shouldn't matter what Chris Bevelo wants when he is interacting with UChicago medicine. We shouldn't care. However you want to act with us or interact with us is how we should accommodate. And so our tech stack is being built in such a way that all of those touch points in person, online, offline, on the phone, everything is being put into one place in cdp and then we use that CDP to activate agentic AI and you are able to interact with us. Whether it's a phone call or SMS or WhatsApp or email, web chat, whatever you want to do, whatever question you have, whatever channel you prefer. That is what we should allow. So the analogy is using burger king or McDonald's app to get your meal, your burger, that's 900 calories, however you want it. Do you want it delivered? Do you want it to be picked up at the drive through window? Do you want it to be delivered to your car in the parking lot? Do you want to change your mind halfway through and change it. Great. They don't care. What they care about is the fact that they're making it such an easy experience that the next time you're thinking about fast food, which I am now, good lord, I know what I'm having for lunch. They're making such an easy experience that you'll come back again and again and you'll tell your friends about it and that's how they will get revenue. And that's how we're thinking about our tech stack and our experiences within healthcare. We shouldn't care how you choose to interact. My mom, my dad, my sister, myself, my kids, we all want to interact with healthcare in different ways, except we force you to only interact with us one way that day and age is I'm trying to make it come to an end. And so we're, we're, we are trying to be very aggressive with that vision and have a steering committee built, a journeymap built. We have our tech stack being built right now. We have partnered with Salesforce to build it out with their agent force and we are their first to be using their voice AI pilot in the, in the industry. So there's a lot of excitement about this internally and hopefully once we launch it externally as well. And that's to me what that is. What marketing is all about is how do we really get people to have such a great experience in any touch point that they want to come back and tell their friends and we'll just be the top of mind destination for any of their health healthcare needs. But overall it is just the right thing to do. For crying out loud, it's 2025. I can play video games about zombies and see all the intestines spill out and yet I still have to call a 1, 800 number to book an appointment that's going to be six months out.

[A]

So just very, I'm trying to think of what the segue was there. So like if your intestines are falling out in real life, you'd like to have the options. Yeah. That's the best I could do with your.

[C]

Yeah, don't, don't make them, don't make them call us. Right.

[A]

Well that sounds like a massive undertaking.

[C]

It is.

[A]

Right. Because you mentioned the steering committee. Because this has to be operationalized. It can't be something that, you know, it doesn't fit on a billboard, that's for sure. This isn't anything about that.

[C]

It is a multidisciplinary committee that has compliance and IT and operations and our access center and our marketing. And it is, it, it's the entire patient journey that we're trying to improve, not just one part of it, the entire thing. So it's got to be multidisciplinary and cross functional and everyone is 100 on board. It is really exciting. And honestly, it's why I joined UChicago Medicine. One of the biggest reasons why I joined UChicago Medicine in the first place, they, they wanted to do that and I'm like, sign me up.

[A]

Yeah, no, that's fantastic. All right, so we're almost at the end. Any final thoughts on tech AI intestines?

[C]

Yeah. Well, what are you going to have for lunch today? Now that we're just. It's lunchtime right now.

[A]

Starving now.

[C]

Yeah, we talked about intestines and burgers. Maybe. Maybe I'll mix the two together.

[A]

Yeah, nice little cat.

[C]

Why don't we just do an Uber Eats, and then we'll just play video games after this podcast is done.

[A]

Fair enough. Fair enough. We can do that. The unfortunate thing is we'll end on this note. What's sad is the game that Andy's getting into, which is an amazing game, we can't play it together because we're on different systems. Again, like, this is healthcare. That's the analogy. Like, why in the world can we not? We can play other games together. My hope is that the new one that comes out in August will be cross platform and then we shall be sharing intestine spills together. All right, so, Annie, thanks so much for joining us.

[C]

This podcast will never see the light of day.

[A]

Oh, yes, it will. Yes, it will. Or the no Normal show.

[C]

Yeah, you brought the right guest on for sure.

[A]

Yeah, for sure. Thanks for joining, man. Appreciate it.

[C]

Thanks for having me on. It's always fun to chat with you and shoot the stuff and zombies.

[A]

Absolutely. So for everybody listening, don't forget that we want to hear from you. Shoot us an [e-mail] that can be about marketing, that can be about healthcare, that can be about video game recommendations. We'll take it all and we may feature your question in the next episode.

[C]

And if you want to join, if you want to join our video game crew, we got a really good healthcare crew going. Reach out to Chris Bevelo, please.

[A]

Yes, we do have a good crew going. We have one non healthcare person in there, but he used to be. He used to be a CFO at a health insurer.

[C]

So we always leave him out to drive first.

[A]

We do. We have to check with them on the prior authorization before we kill somebody in the game. Make sure you share the show with friends and colleagues and give us a review and rating on itunes and Spotify. That is all appreciated. Until next time, don't be satisfied with the normal push the no normal. Thanks for joining everybody. We will talk to you next week. Bye.

[C]

That's a smart list. Buy.

[A]

Three, two, one. Here we go.