The Impact of AI in Healthcare

AI-driven healthcare is making its way into our lives and with it comes positive changes

Imagine a world where my AI emails your AI and they join forces to schedule our coffee chat. Next thing you know, we’re discussing campaign strategies over lattes, courtesy of our digital matchmakers. Welcome to the future, where AI in healthcare marketing isn’t just a concept— it’s the new normal.

It feels like a scene from a sci-fi movie, but it’s the reality of today’s AI-driven marketing landscape. Agencies are embracing this new era where AI is more than a tool; it’s a paradigm shift in understanding and reaching patients. Think of AI as the friendly, non-playable character (NPC) in a video game, guiding you through levels of patient segmentation and engagement, offering insights and strategies that only a digital oracle could provide. It’s time for agencies to gear up and navigate this exciting frontier.

AI: The Game Changer in Healthcare Marketing

AI doesn’t just analyze data – it dives into the digital universe extracting information on patient behavior, preferences, and needs. It can quickly build a knowledge graph to predict future trends and opportunities to connect, offering a whole new level of personalized healthcare marketing. Think of AI as your trusty sidekick in a strategy game who knows exactly where to find hidden treasures. Agencies can leverage AI in the following ways.

Insights and Idea Generation: AI assistants are remarkably efficient at gathering and synthesizing data, in that they can provide actionable summaries and knowledge graphs based on vast amounts of research from multiple sources. Deploying a crew of AI assistants, each with specialized roles and tasks, is like having a box of researchers at your disposal, collaboratively parsing through data, identifying trends, and generating insights. Together, they form a formidable task force, piecing together a holistic view from fragmented information.

Content Generation: AI-driven tools will allow agencies to push the boundaries of content creation. By utilizing AI for synthetic voiceovers, we can craft narrations that cater to a global audience in a multitude of languages and dialects. Video generation AI can produce engaging visual content at a rapid pace, meeting the high demands of social media and digital marketing. Furthermore, these tools can generate customized imagery, offering a vast palette of art styles to choose from and enabling brands to create compelling and ownable visuals that resonate with diverse audiences. AI influencers are the new bards of digital storytelling. Crafted by the creative alchemists of agencies, these digital personas are generated to resonate with audiences across the virtual landscapes. Further AI influencers can help forge deeper connections that are tailored to the audience. These new-age narrators are not just voices in the crowd; they’re the heralds of a personalized marketing era.

Decision Intelligence: In the dynamic landscape of AI-driven healthcare marketing, decision intelligence (DI) stands as a pivotal element, harmonizing vast data streams with marketing acumen. Picture DI as the strategic nerve center, seamlessly integrating AI and large language models (LLMs) to distill data into actionable insights for personalized marketing strategies. It’s akin to having an astute advisor who not only predicts but also shapes patient engagement with precision. This approach enables healthcare marketers to make swift, informed decisions, enhancing connections with patients and healthcare professionals. By adopting DI, healthcare marketing evolves into a sophisticated fusion of data science and creative strategy, ensuring every campaign resonates deeply and meaningfully with its intended audience.

Website Development: Technical virtual assistants provide real-time suggestions and code corrections, streamlining the development process, enhancing productivity, and allowing our developers to apply their creativity and expertise to more strategic, creative projects.

“AI doesn’t just analyze data–it dives into the digital universe, extracting information on patient behavior, preferences, and needs.”

Internal Process Optimization: Picture AI as the ultimate agency sidekick zipping through digital hallways, efficiently sorting tickets, and streamlining chatter between teams.
It’s like having a virtual concierge for new hires, answering their every query by dipping into the agency’s knowledge pool. No more hunting for assets or wading through data swamps; AI has this covered, leaving the team free to conjure up marketing magic. Let’s face it, with 31% of workers citing information scavenger hunts as a one-way ticket to a place I like to call “Burnout Ville,” AI’s knack for quick retrieval is not just cool, it’s a game changer (Coveo Workplace Relevance Report, 2022; https:// www.coveo.com/en/resources/ reports/relevance-report-workplace).

The above scenarios exemplify AI’s unparalleled ability to enhance the way we as healthcare marketers think and work and how we connect with patients and providers. As marketers, we are tasked with creating compelling campaigns for patients and healthcare professionals who exhibit a wide variety of behaviors, come from different backgrounds, and have different needs and preferences. AI is a valuable tool that can extend our ability to segment our audiences, better understand consumer behaviors and needs, and create and disseminate increasingly personalized, compelling, and relevant content. By automating certain time-consuming tasks, AI can also free up marketers’ valuable time and energy, allowing us space for more creative pursuits and strategic thinking.

Implementing AI Responsibly

AI-powered technology, platforms, and tools are rapidly evolving. To ethically and precisely navigate this terrain, we must lay down rigorous guardrails across our agencies to ensure they are harnessed responsibly.

It’s imperative to set up “human- in-the-loop” systems to ground AI’s tendency to “hallucinate” or generate misleading or incorrect results. Marketers must ensure that robust data security systems are in place. Additionally, organizations should codify guidelines for transparency and disclosure of use of AI, as well as take time to understand intellectual property and protect against copyright infringement. Finally, it’s important to consider whether the datasets being leveraged represent diverse patient populations to accurately understand patient needs without bias.

With these helpful guidelines in place, marketers can embrace the power and potential of AI to transform the future of the industry, streamline organization operations, and personalize patient experiences

  • Juan Vasquez
    Juan Vasquez

    Chief Technology Officer Deerfield Agency

    Juan brings over 15 years of technology expertise to Deerfield Agency that he uses to serve our clients every day. He continuously strives to use his comprehensive understanding of digital distribution and optimization tactics of emerging media platforms to successfully guide our technology and development team to not only meet but also exceed client expectations. He can be reached at juan.vasquez@ deerfieldagency.com.

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