The healthcare industry continues to benefit from the rise of our digital landscape in a variety of ways. Artificial intelligence (AI) is particularly transformative in many areas of medicine.
SwissCognitive Guest Blogger: Sam Bowman – “How AI Can Be Used to Transform Healthcare Marketing”
This isn’t just effective as a diagnostic aid or management tool, though. One of the areas in which AI is often overlooked is healthcare marketing.
Yet, it’s important for all facilities to utilize effective tools that ensure their target demographics receive clear and competent messaging. This is partially to ensure businesses can thrive in a frequently competitive marketplace. Perhaps most importantly, though, medical marketing can be instrumental in making sure patients receive the most appropriate care to meet their needs.
We’re going to dive a little deeper into how AI can be used to transform healthcare marketing.
One of the hurdles many healthcare marketing teams experience is inefficiency. In an industry where capital is always best spent on patient services and innovations, the marketing budget is often tight. As such, effective time management strategies are key to ensuring you can streamline your efforts while maintaining quality. One of the most important aspects of this is automating repetitive marketing tasks so you can focus your energies and capital on more creative and innovative areas.
AI plays an invaluable role in healthcare marketing automation. If you’re utilizing social media to reach patients and other target demographics, you can utilize AI-driven management platforms. These allow you to upload content in advance and post at times that they are most likely to gain engagement.
Indeed, one of the most important areas of efficiency for AI in healthcare marketing is as a social listening tool. Your team’s time is not always best spent on analyzing real-time insights and adjusting tactics accordingly. AI social media marketing management tools automatically perform analyses on interactions and make recommendations on emerging trends and user behavior.
Healthcare is a deeply personal experience for most patients and consumers. Their relationships with providers and products play a key role in their quality of life. As such, generalized marketing efforts are not usually the most impactful. There needs to be a focus on serving individual interests. Indeed, as the digital landscape continues to develop, consumers increasingly expect high levels of personalization.
AI can be a powerful tool for personalized marketing. Software platforms can analyze the high volumes of data gained from consumer actions and the shifts in the wider market. When integrated with your marketing software and website tools, AI can quickly and effectively identify the individual preferences of users. It can then adjust the journey visitors take and provide the most appropriate content, advice, and service recommendations.
This isn’t just useful for the sale of services and products. Perhaps the most important outcome of personalization in this industry is the potential for improved health literacy. When patients are health literate, they can make more informed decisions about their care and overall wellness. It also tends to mean they are more aware of the early signs of illnesses and conditions. AI healthcare marketing can monitor the behavior and search terms of patients and provide them with the most appropriate educational literature to assist in their literacy. Not to mention that AI-driven chatbots can be positioned on websites to provide direct information and advice.
Navigating Changing Markets
One of the challenges of healthcare marketing is that the industry is susceptible to frequent change. Consumer needs and demands develop over time. Not to mention that unexpected public health situations can arise. AI can be a powerful component in helping healthcare companies navigate these changes.
This is especially evident in AI predictive modeling. While some elements of the healthcare industry may seem unpredictable to the human mind, machine analysis of data can tell a different story. The software can collect information on market segments, by geography, patient demographics, and service types, among others. It can then run analyses to provide facilities with predictions about the most likely needs and patient prospects in the near future.
Prediction isn’t just beneficial in the sense that it allows marketing departments to adjust their campaign strategies and budget spending accordingly. Patients’ interactions with marketing materials regarding services and condition searches provide data on rising trends in symptoms and experiences.
AI-driven platforms can produce predictions on which geographical locations or segments of the population are likely to require certain types of care. This means administrators are better able to prepare for resource allocations in advance and prevent shortages or the creation of underserved locations.
AI tools have the potential to be key supportive mechanisms in healthcare marketing. Automated tools improve efficiency by reducing the need for human workers to focus on repetitive or high-data tasks. AI-driven personalization ensures patients receive tailored services and more robust health literacy education.
Predictive modeling techniques are also key to identifying potential changes in the market and ensuring resources are placed where they’re most needed. Healthcare marketers today receive invaluable yet vast volumes of data. It’s well worth embracing the technology that helps everyone benefit from this resource.
About the Author:
Sam Bowman is a published freelance writer from the West Coast who specializes in healthcare tech and artificial intelligence content. His experience in patient care directly translates into his work and his passion for industry technologies influences the content he creates. Sam has worked for years – directly in, and writing about – healthcare technology and the many benefits it offers to patients and doctors alike. He loves to watch as medical tech and business software grow and develop, ushering in a modern age of industry.