MGMA Insights: Harnessing AI and automation for next-level healthcare

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2/12/2025

In a recent MGMA Insights Podcast episode, Insight Marketing Group CEO Jennifer Thompson shares how artificial intelligence (AI) and automation can transform medical practices by addressing such issues as staff burnout and shifting patient expectations. A seasoned expert in marketing for healthcare organizations, Thompson will be speaking at the MGMA Operations Conference in Las Vegas on "Harnessing AI and Automation for Next-Level Healthcare."

AI is Reshaping Healthcare Marketing and Patient Engagement

Since the emergence of the internet, medical practices have traditionally focused on Google search rankings to attract patients. Thompson highlights the recent significant shift to AI-driven search engines like ChatGPT and Google’s Gemini that are changing how patients seek healthcare providers. As she explains, “We know how you get on the front page of Google, but how do you get in the front response or prompt answer for AI?”

Key Optimization Practices for AI:

Optimize website content for AI-based search engines by including frequently asked questions (FAQs) and structuring content in a question-answer format.
Update metadata descriptions to ensure AI search tools recognize and prioritize your practice.
Improve voice search compatibility since patients increasingly use digital assistants like Alexa and Siri to find providers.

AI and Automation Reduce Staff Burnout

Staffing shortages and administrative overload are major pain points for medical practices. Thompson shares how AI can automate repetitive tasks, streamline workflows, and enhance patient communication, ultimately reducing burnout among healthcare professionals.

AI-Driven Staffing Solutions:

Online appointment scheduling: Patients increasingly prefer a digital-first experience, and automated scheduling systems can significantly reduce phone call volumes. (Example: One practice Thompson worked with saw 41,000 appointments scheduled online in 2024, reducing staff workload and improving patient convenience.)
AI-powered chatbots: Implementing chatbots on a practice’s website can handle after-hours inquiries, schedule appointments, and even assist in physician referral relationships.
Automated appointment reminders: AI-driven text and email reminders reduce no-shows, allowing practices to optimize scheduling and revenue.

AI to Enhance Practice Operations

Thompson also discusses AI-powered tools that go beyond patient communication and streamline operational processes within medical practices. AI-driven enhancements for medical practices can include:

AI-powered receptionists: Some practices now use AI voice assistants to handle after-hours patient intake, scheduling, and basic triage, reducing reliance on human receptionists.
AI-enhanced billing and coding: AI can analyze documentation and improve coding accuracy, reducing claim denials and increasing revenue.
Automated reputation management: AI tools can monitor online reviews, send automated follow-ups to patients, and help manage a practice’s Google My Business and Apple Maps listings.

The Urgency to Adapt to AI Solutions

While AI and automation are rapidly evolving, Thompson emphasizes that practice leaders should not wait to embrace these tools. The healthcare AI revolution is happening now, and practices that adopt AI early can have the most current solutions to deliver the best care.

“AI will not replace your job,” Thompson emphasizes. “It's smart, but it's only as smart as the data that you've got. So use it as an assistant; use it as a way to be more creative. To me, that’s the way that we should be leaning into AI.”

First Steps for Medical Practices:

Implement appointment reminders and online scheduling. (Most EHRs have built-in solutions.)
Add a chatbot to your website. (Affordable solutions can be set up within days.)
Optimize content for AI-based search engines. (FAQs, metadata updates, and voice search optimization.)
Explore AI-driven patient intake and billing solutions. (Reduce administrative burden and increase revenue efficiency.)

Thompson’s insights make it clear: AI and automation are no longer optional—they’re essential for the future of medical practice management. By strategically implementing AI-driven tools, practice leaders can enhance patient experiences, improve efficiency, and reduce burnout, all while staying ahead in the digital landscape.

Resources:

2025 MGMA Operations Conference in Las Vegas (March 2-4) - Register Here
Insight Marketing Group on the web - Visit Here
Jennifer Thompson on LinkedIn - Connect Here

Written By

Daniel Williams, MBA, MSEM

Daniel Williams is a Senior Editor on MGMA’s Training and Development team, leading Human Resources, Compliance and Risk content for medical group leaders. He hosts the MGMA Insights podcast, moderates webinars, guides the monthly MGMA book club for members and leads the weekly wellness‑based Mindful Monday series for MGMA employees. Daniel also collaborates with a member‑based advisory board focused on identifying gaps in leadership development, workforce sustainability and compliance and risk, and shaping MGMA training and resources to address them. Previously at MGMA, he managed a twice‑weekly newsletter, oversaw the book product line and served as chair of the MGMA Wellness Committee. Before joining MGMA in 2018, Daniel was an award‑winning writer and editor creating print and digital content for consumer, business and industry audiences in fields ranging from film and publishing to commercial real estate and retirement planning.

Written By

Ryan Reaves

Ryan Reaves is a Content Coordinator at MGMA. He is a digital content professional with a background in journalism and eCommerce, supporting the full content life cycle across multiple channels for brand messaging, product listings, marketing and SEO strategy. Currently, Ryan develops and manages content for MGMA books and the MGMA podcast network.