Ben Brown is the Vice President of Marketing at AKASA, a cutting-edge AI and automation provider for hospitals’ revenue cycle management. With a history of shaping multiple AI-centric companies, Ben’s expertise spans media, tourism, restaurants, and, most recently, healthcare with a focus on analytics. At AKASA, he leverages generative AI solutions to simplify complex reimbursement procedures for healthcare providers, enhancing efficiency and accuracy. A celebrated advocate for AI adoption, Ben is dedicated to both its evolution and practical applications to improve business functions and customer experiences across various industries.
Here’s a glimpse of what you’ll learn:
- [01:24] Ben Brown on AI’s role in revenue cycle management in healthcare
- [03:03] What is AI’s significance in the workplace?
- [04:40] How to demystify and successfully apply AI in various industries
- [08:30] Evaluating AI performance using customer-centric metrics
- [11:39] The crucial role of data in AI training and predicted outcomes
- [13:26] Key metrics for assessing AI systems beyond customer satisfaction
- [16:31] The unicorn of marketing measurement: attribution and its realistic capture
- [23:07] How to approach marketing AI without overwhelming customers with tech jargon
- [29:28] The advantages of a scaled-down database in bespoke marketing analysis
In this episode…
Is there a bridge that comfortably spans the crossroads between complex AI technology and the practical needs of businesses and consumers? How can an organization measure the success brought by its adoption of AI, and can AI truly complement human endeavors without replacing them?
Having led multiple AI and B2B SaaS brands to dominate market share and achieve record pipeline growth, Ben Brown highlights the value of demonstrating clear and continuous ROI to both customers and consumers. Ben demystifies the concepts surrounding AI, specifically how it facilitates tasks in healthcare revenue cycle management, enhancing efficiency and accuracy without completely revamping existing processes. Delving into the complexities of marketing attribution in a B2B context, he underscores the importance of moving beyond technical jargon to communicating direct benefits. Ben’s insights offer clarity on how AI can serve as a bridge between technology’s promise and practical outcomes, affirming its significance beyond hype.
Join us for this insightful conversation of the Tailwind Marketing Podcast with Ben Brown, VP of Marketing at AKASA. Ben discusses the revolutionary impact of AI on hospital revenue cycles, transforming hours of paperwork into seconds. With a rich background in AI and analytics, Ben shares how AI empowers staff, improves accuracy, and enhances patient experiences. He tackles the common misconceptions about AI, highlighting its role as an assistant rather than a job threat, speaks about attribution as integral for any marketing team, and provides valuable tips on measuring AI performance and integrating AI seamlessly into marketing strategies.
Resources mentioned in this episode:
Quotable Moments:
- “At its core, AI is there to make people’s lives easier.”
- “AI is there for an assist. It is an assistant or an advisor.”
- “AI does not always mean full-scale automation.”
- “Anywhere you really do need a person in place to do the critical thinking, that’s why you have that tag team model.”
- “AI should be able to govern decisions at scale, as long as you’re actually trusting the data.”
Action Steps:
- Adopt AI tools to automate mundane tasks, letting staff focus on more critical work: Leveraging technology to enhance employees’ efficiency allows human expertise to tackle the tasks that matter most.
- Set specific parameters for AI to ensure it uses relevant data sets and maintains compliance: Narrowing AI’s data focus prevents inaccuracies and aligns its function with industry regulations.
- Communicate AI performance metrics that resonate with customer priorities regularly: Staying transparent with metrics keeps the service aligned with what customers value, fostering trust and satisfaction.
- Use simple language to explain AI benefits instead of focusing on complex technical features: Clear communication ensures customers understand the practical value of AI and how it will improve their operations.
- Optimize marketing attribution efforts by looking at initial touchpoints and nurturing customer progress through the funnel: This approach clarifies what drives conversions and informs strategy adjustments for targeted marketing efforts.
Sponsor for this episode…
This episode is brought to you by Condor Marketing & Staffing.
Condor is an ROI-driven digital marketing agency built by entrepreneurs for entrepreneurs.
Our expert team helps clients identify and execute initiatives focused on business growth. We aim to democratize digital marketing with proven strategies and measurements that guarantee a return on investment by leveraging innovative technologies and the support of our Latin American office.
We provide strategic digital marketing advice, website development, content generation, SEO, performance marketing, social media marketing, CRM and email automation, web analytics and BI reporting, video production, and staffing services.
To learn more about our execution of ROI-focused marketing, reach out to us at CondorAgency.com or email us at support@condoragency.com.
