How to Use AI in Healthcare Marketing Safely & Ethically | Clinician Box
How to Carefully Leverage AI in Healthcare Marketing
Key Takeaways:
● AI in healthcare marketing starts with having the right data.
● When your competitors are using AI too, it takes strong guidelines and oversight for better ROI.
● At its worst, poorly used AI can lead to poor patient outcomes or even mistrust of the entire medical community.
AI healthcare marketing promises to fix (nearly) every problem you face, whether it’s creating excellent content, generating crisp, clean graphics, or posting more regularly. However, AI in healthcare marketing is somewhat different from other industries. More than just a loss of reputation, wrong or irrelevant information can betray your patient’s trust in the field on a much deeper level.
Keep Your Training Data in Mind
Training data is the information you feed to AI about your marketing. If you don’t label it correctly or you fail to include adequate data, you’ll get the wrong conclusions about what’s driving your patient base. For instance, if you’re only including reviews from Yelp as opposed to all review sites, you’ll only see trends for a subset of the population.
Figure Out What You Need
Healthcare marketing at smaller practices is often done whenever people have the time, which can make for inconsistent efforts. If you want AI to step in and make your life easier, identify which areas it will have the most impact. For instance, if your blog topics are too surface-level, you might ask AI to suggest ideas that dive a little deeper. Or if your social media posts lack branding cohesion, meaning they don’t infuse your values or personality, you might have AI generate content that fits with your bigger marketing vision.
Review the Material
There’s an art to using AI, and it’s an art that’s still very much in its infancy. If you’re competing against dozens of other practices using the exact same technology, you’re still liable to be pushed to the bottom if you’re not constantly evaluating your output.
For instance, if the images on your AI-generated service page don’t match the equipment or the clientele who frequents your office, your new and current patients might be confused or frustrated. If you’re posting information that’s already widely known, such as that pollen season is coming up without following it up with a hard value prop, it makes it easy for patients to ignore future posts.
When AI inspires such strong feelings on either side of the aisle, there’s never been more attention paid to how it’s used. If you want to inspire patient trust while highlighting what you do best, you may need a little outside assistance.
At Clinician Box, we take into account your entire digital presence, from your homepage to stray subthreads, evaluating your biggest areas of improvement before tackling the smaller issues. If you want to learn more about how we leverage technology to build your brand, schedule a consultation today!
