Leveraging AI To Improve Referrals & Market Positioning: A Provider Organization Case Study

“Marketing” has not always been treated as a strategic priority at health and human service provider organizations. Many executives have historically limited marketing to supporting referrals and revenue, rather than viewing it as a core component of organizational strategy.

That approach is becoming harder to sustain in the face of two forces—organizational strategy is incomplete without a defined market position, and customer perception is increasingly formed by an organization’s complete digital presence, which is formed by its website, social media profiles, third-party rankings, and directory listings.

At the same time, changes in the online environment are shifting . . .