In the second part of the podcast, David turns the conversation to Bill Veltre's personal career highlights, asking him to share an example of work he's particularly proud of in terms of the impact on patients and brands. Bill reflects on a pivotal campaign early in his career that profoundly impacted patient education and brand awareness, delving into the innovative tactics used to cut through the noise. The discussion then shifts to the future of healthcare marketing and the increasingly important role of artificial intelligence. Bill offers his perspectives on how AI is already transforming the industry, from enhancing data analysis and personalization to streamlining content creation, while also addressing ethical considerations and the need for human oversight.