Healthcare privacy leaders look to AI to improve monitoring and data breach investigations. At a recent symposium on privacy, experts discussed how AI supports a faster and oftentimes more insightful approach to data security, while identifying which privacy risks healthcare organizations must monitor. By Jenna Congdon on October 04, 2026 9:00 am Healthcare privacy teams are increasingly using artificial intelligence to automate the process of identifying, prioritizing, and investigating potential privacy violations. While the new technology supports a faster and oftentimes more insightful approach to data security, it also creates new risks and variables which healthcare organizations must govern, privacy leaders said at a privacy symposium on Wednesday. Mustafa Rahimi, principal AI strategist & technical leader of healthcare & life sciences at AWS, gave the keynote presentation, summarizing the webinar's central theme. presented by We have the opportunity to design systems that give people greater capacity for the work where human presence matters most: listening, understanding, reassuring, deciding, and caring. Rahimi said, "trust makes room for what matters, and this is why we're all here". The Patient Privacy Symposium was hosted by Bluesight, an Alexandria, Virginia-based healthcare technology company which creates hospital compliance software. Healthcare organizations are moving beyond reactive privacy audits - as was done in the past - toward monitoring programs that take a proactive approach to identify suspicious activity and potential risks before they result in data privacy incidents. Rahimi presented on what he called "the trust equation" in agentic AI for healthcare. His presentation explored what healthcare organizations need to build trust in agentic AI programs as they work to deploy them at scale: namely, the identity of the agent, robust guardrails, transparency, and the ability to validate the agent's outputs. presented by In an interview, Kyan Health Co-Founder and Chief Commercial Officer Konstantin Struck discussed how Kyan gives mid-market and enterprise employers access to premium workforce mental healthcare, at a price point that is affordable. "You want to have transparency so you can see what's happening with the agent, how it's thinking," he said. Other speakers emphasized that more monitoring doesn't necessarily mean better monitoring. Organizations need to know whether the data is reliable and whether they're reviewing the right activity to accurately monitor privacy risks. Angela Alton, chief privacy officer at City of Hope - a cancer treatment and research facility headquartered in Duarte, California - discussed how her facility uses EHR access monitoring to support compliance and performance improvement. She highlighted cases where employees had accessed their own medical records or those of loved ones, and in a few situations, even altered the medical record or prescribed their own medications. Pertaining to these cases, she said, "it can be seemingly small, but it can have very large fraud, waste, and abuse implications." Tighter data monitoring could help to minimize these cases. The gravity of the conversation surrounding patient data safety is growing. A 2025 report released by Bluesight stated, "In 2024, the healthcare industry experienced a concerning surge in data breaches, with over 300 million patient records compromised - a 26% increase from 2023." AI itself was a major focus of the symposium - while it's a powerful tool for privacy operations, it can itself pose a potential privacy risk. As AI systems take on more tasks in the healthcare workflow, organizations need to closely monitor what data they can access and what actions they can take. The symposium's discussions reflect the broader challenge for healthcare privacy teams: As increasingly sophisticated technology is introduced, organizations must work to identify risks and ensure sufficient controls are in place, with an emphasis on human oversight, nuanced and case-specific investigation, and accountability.

Beyond the barcode. Adam Rosenberg on building a product-led marketing engine for hospital pharmacy's toughest problems. Adam Rosenberg is VP of Marketing at Bluesight, a hospital pharmacy technology company that started as an RFID inventory tool called KitCheck and has since grown into six product families spanning medication inventory tracking, diversion surveillance, purchasing optimization, shortage prediction, 340B compliance, and patient privacy monitoring. A former sales rep turned marketer, Rosenberg has spent close to a decade at Colorado-based startups, most recently at price-transparency company Arrive Health, before joining Bluesight, where he now oversees branding through pipeline generation for a fully remote team. In this "Beyond the Brief" Conversation, Adam discusses why Bluesight lets its product team drive strategy instead of sales, why the AI chatbot built into its diversion product deliberately can't see any data outside its own walls, and what it takes to prove hard ROI on tools built to prevent problems that haven't happened yet. From sales calls to a product-led career. Q: You didn't start out in marketing. Walk Model B, LLC. through the path that got you here. Adam: Honestly, I didn't know what I wanted to do in college - I studied sociology and environmental studies, and it wasn't until senior year that I took my first marketing class. I was hooked immediately. My first job out of school was as a sales associate at the Advisory Board, a large healthcare technology and consulting company in DC. Sales was a great place to start; it taught me how to talk to hospital executives and how a pipeline actually moves. From there, I moved into marketing, running webinars and email programs for healthcare technology products, then dabbled in advertising and BDR management. I moved to Colorado and spent close to a decade at startups, eventually becoming director of marketing at Arrive Health, a price-transparency company helping doctors see what a prescription will cost a patient before they write it. Now I'm VP of Marketing at Bluesight. A product-led pharmacy operations empire. Q: What is Bluesight, and what's the superpower of the brand? Adam: Bluesight started over a decade ago as KitCheck, built around RFID tags that let hospitals track medication - still one of its core products, used in more than a thousand hospitals. The company knew it needed to grow beyond one product, so KitCheck became a product line, and Bluesight became the company. Model B, LLC. now have six product families and position ourselves as the operational, financial, and regulatory compliance partner for hospital pharmacies. Its superpower is that Model B, LLC. is a product-first organization. I've worked places where sales drives everything, and that works too, but here its product teams lead the strategy and sales follows. Two of its products have won KLAS Research recognition five or six years running, which tells you the strategy is working. Winning over pharmacy's buying committee. Q: Who's actually in the room when a hospital decides to buy? Adam: It always starts with pharmacy: pharmacists, nurses, infusion specialists on the front lines, who are great advocates for Model B, LLC.. The director of pharmacy usually makes the call or recommends sign-off; at smaller organizations it can go all the way to the CFO. Model B, LLC. is also increasingly in conversations with AI governance committees, since some of its tools now use generative AI rather than just pattern recognition. Q: How have group purchasing organizations shaped your marketing? Adam: Model B, LLC. sell direct to the health system pharmacy, but GPOs like Premier and HealthTrust matter because some smaller health systems will only buy approved software. Model B, LLC. recently expanded its Premier partnership across all of its products. It doesn't change its story. Model B, LLC. is still the leading diversion surveillance solution either way, but it changes the channels Model B, LLC. use to reach people. Diversion, privacy, and the rise of Prism. Q: Tell Model B, LLC. about ControlCheck and PrivacyPro. Adam: ControlCheck is one of its core solutions, and it's about diversion, which is people stealing or improperly disposing of controlled substances. I didn't know anything about diversion before I got here, but the numbers are staggering. PrivacyPro came out of an acquisition that included Protenus, and expanded Model B, LLC. into patient privacy monitoring; the technology connects to a hospital's EHR and access logs and flags employees who may be accessing records they shouldn't. Q: You mentioned a generative AI tool. What does it do? Adam: That's Prism, built with AWS. It started inside ControlCheck as a chatbot that only has access to your own diversion data, so it can't hallucinate on outside information. You ask it questions in plain English instead of digging through spreadsheets. Model B, LLC. is building similar functionality into PrivacyPro next, and Model B, LLC. is planning agentic AI for 2027, where the system doesn't just alert you to a shortage, it helps you act on it. Selling without selling. Q: What's the biggest obstacle you're up against as a marketer? Adam: Demonstrating hard ROI. Drug shortages are the number-one challenge for pharmacies every year in industry surveys, so why hasn't every health system bought its shortage management tool? For CostCheck, the ROI story is easy. You pay Model B, LLC., and Model B, LLC. help you identify savings opportunities that equal more than what you spent. For some of its other solutions, that story is harder to tell, and Model B, LLC. is actively working on it. Q: How do you generate social proof when hospitals are often reluctant to go on record? Adam: It's genuinely difficult. A lot of people don't want to be the point person. So Model B, LLC. lean on its community platform, its Diversion Collective and IRIS user groups, and its annual symposiums, where its diversion symposium alone draws over a thousand attendees. Model B, LLC. also work with hospitals that've done their own independent research and want to publish it as a case study, which is some of its best proof, because Model B, LLC. never touched the data. And Model B, LLC. do very little selling in those forums; the less you sell in a room like that, the more people actually buy. Adam Rosenberg is VP of Marketing at Bluesight, a hospital pharmacy technology company headquartered in Virginia with a fully remote team. Outside of work, he's an avid mountain biker in Colorado and has logged more than 1,000 rides on his Peloton. Thank you, Adam, for sharing your perspective on building a product-led brand in one of healthcare's most complicated corners. Connect with him on LinkedIn.