Orla Seidel on Driving Marketing Outcomes With Empathetic AI & Commitment to the Data

Healthcare marketing is often measured by awareness, clicks, and scheduled appointments. But Orla Seidel, Director of CRM & Digital Marketing at Atlantic Health, believes the real opportunity is to measure what happens next: Did the patient show up? Did they complete the appointment? Did the experience reduce friction, improve outcomes, and support the business?

In this episode, Orla shares how Atlantic Health is using data, AI, and cross-department collaboration to build more patient-centered journeys. She explains how her team launched AI-powered outbound agents to help patients prepare for colonoscopies, reduce cancellations and no-shows, and ease operational burden.

She also breaks down the “four-legged stool” of marketing, IT/data, operations, and clinical teams, and why healthcare marketers need all four working together to make measurable progress.

This conversation is a practical look at how healthcare marketing can move beyond campaigns and become a true driver of patient experience, operational efficiency, and completed care.