For healthcare marketers, the future of content creation has arrived. At nearly every step of the process, from identifying relevant topics and generating first drafts to tailoring messages that resonate with distinct audiences and finding success on social media, artificial intelligence (AI) is delivering big benefits. And by leveraging it, providers can boost efficiency and power more insightful, engaging patient messaging across a range of channels.
“AI-powered tools are ushering in a new era of content creation for healthcare marketers,” says Kristi Raines, marketing and PR director, and healthcare category expert at Brandon. “From quickly assessing patient concerns and interests to crafting relevant messages that resonate, AI enables us to deliver more impactful content in a fraction of the time — and it’s a game-changer for connecting with patients in today’s fast-paced, digital-first world.”
How AI is easing the creation of healthcare marketing content — right now
AI-powered tools are streamlining content creation for healthcare companies by providing data-driven insights, fostering faster, more accurate content development, and making it easier to tailor messaging to the needs and interests of diverse audiences. Here’s a look at some of the leading ways your healthcare organization can use AI to deliver relevant, accurate and engaging content to today’s patient populations, both efficiently and effectively:
Power content strategy with data-driven insights
By analyzing search trends, patient queries and user behavior, AI-powered tools can quickly pinpoint the topics and keywords most relevant to your target audience. This can help your marketing team keep its content strategies aligned with consumer interests while addressing patients’ most pressing concerns, resulting in more engaging and impactful content.
Develop content quickly and accurately
AI-powered writing assistants can quickly draft content such as blog articles and educational materials on health-related topics, saving valuable time for your marketing team. To maintain accuracy, this content can be integrated with verified medical databases and reviewed by knowledgeable professionals before publication and/or distribution.
Tailor messaging for diverse audiences
AI can also streamline the process of audience segmentation and personalized content creation. Using AI tools, your marketing team can quickly analyze patient data, such as demographics, medical conditions and behavioral patterns, to identify distinct audience segments. For example, AI can highlight groups who need chronic disease management resources or preventive care based on age, lifestyle or health history. Once these segments are identified, AI tools can assist in crafting content that aligns with each group’s specific needs and preferences.
Stepping up healthcare brands’ social media efforts with AI
In the digital age, social media has become an impactful way for healthcare companies to connect with patients and share valuable information. And by harnessing the assistance of AI-powered tools, providers can revolutionize how they achieve these important goals — particularly in the areas of social media content creation, monitoring and optimization. Here’s more on how AI can help your healthcare organization enhance the efficiency and effectiveness of its social media efforts in these important tactical areas:
Automate the generation of social content
AI can simplify social content creation by quickly generating engaging posts, infographics and short videos tailored specifically to healthcare audiences. Further, to give the AI-drafted content informational guidance and added visual appeal, these tools can also leverage pre-designed templates optimized for medical topics.
Interact and monitor in real time
AI chatbots can enable real-time responses to patient inquiries on social media, enhancing engagement while addressing common questions about services, appointments or general health concerns. Additionally, AI tools equipped with sentiment analysis can monitor brand reputation by analyzing patient feedback and social conversations.
Optimize content performance
By tracking key metrics such as engagement, impressions and return on investment (ROI), AI-powered analytics can provide your healthcare organization valuable insights into how its social media content is performing. In addition, by tapping into AI to bolster the speed and scale of your A/B testing, you can refine your messaging, visuals and post timing to elevate patient reach and engagement.
AI is revolutionizing healthcare marketing, and its benefits extend far beyond content creation. For example, we offer a range of insights on how AI can boost patient engagement and elevate patient experiences via increasingly personalized patient communications, a more proactive approach to caregiving and enhanced access to healthcare services. The future of healthcare marketing is here — and it’s being powered by the array of advantages AI can deliver.
Amplify your healthcare marketing efforts with AI — and Brandon
Is your brand seeking an ad agency that specializes in healthcare? We’re plugged into all the possibilities AI can present in healthcare marketing, and can get your brand up to speed today. With years of experience in the healthcare-marketing arena and an advanced understanding of how to harness AI to create high-quality, healthcare-focused content, Brandon is here to help your healthcare system, service line, specialty practice or medical device company amplify its marketing efforts with AI. To learn how we can boost the performance of all your healthcare organization’s marketing campaigns, reach out to our team of marketing pros today.
Kristi Raines
Marketing Director
Kristi is our Marketing Director, working out of any of our offices she can make her way to, from her Florence, SC home. Her experience spans categories including, B2B, manufacturing, packaging, e-commerce, veterinary care, finance, CPG, healthcare, recruitment marketing, employer branding, and several others. A former collegiate athlete, she enjoys staying active by running, weightlifting and avoiding being tackled by and wrestling with her 10-year-old son. She has also been married for 15+ years and has a rescue dog named Comet (aka, a reindeer, which she'd be happy to tell you about sometime).
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