The New Rules Of Referrals

At last count, 40 million American adults have turned to ChatGPT for health care advice. Of these, 44% said they use the AI tool to “learn about treatment options”—according to a new analysis,;40 Million People Turn To ChatGPT For Health Care.

For provider organizations that rely on referrals to fill their programs and make their numbers, this relatively recent shift in how consumers get information has upended their marketing plans. Earlier this year, I explored a five-phase process for developing a plan that can align strategy with marketing objectives, initiatives, tactics, and longer-term performance management . . .