The Same AI Changing Healthcare Is Transforming Healthcare Marketing, Too
One of the biggest challenges in both healthcare and marketing? Time. Not enough of it to take in the information we need to fully understand the issue at hand and recommend the best solution. And not enough to effectively communicate with colleagues and customers.
While the clock ticks, the problems still need to be solved — ideally as fast as possible. Enter: Artificial Intelligence (AI). Having fast established a foothold in healthcare, AI improves workflows, analyzes swaths of data, and automates administrative tasks — ultimately saving time and improving accuracy.
On the subject of how AI and machine learning will impact the future of healthcare, Bernard Marr, a healthcare futurist, says:
“The healthcare organizations that will be the most successful are the ones that will be able to fundamentally rethink and reimagine their workflows and processes and use machine learning and AI to create a truly intelligent health system.”
At Brado, where we launch the new in health with insight-driven precision, we too explore how AI can make us faster, smarter, and more effective as healthcare marketers. We’ve discovered two specific ways the AI driving innovation in healthcare is transforming the marketing of health and wellness brands.
Faster, More Accurate Diagnostics
A study in BMJ Quality & Safety, an international peer-reviewed journal covering the science of improvements across healthcare services, found that more than 12 million U.S. adults are misdiagnosed every year. That means 5% — or 1 out of 20 U.S. adults — receive the wrong diagnosis, with half of those cases resulting in severe harm. While a 95% success rate may sound very high, there’s a lot of room for improvement — especially when lives are at stake. And not all the responsibility falls on the shoulders of healthcare providers, either. After all, they’re not machines. AI, on the other hand, is. In fact, AI tools provide much more data in the diagnostic process than any human can. For example, automated classification of biomarkers can identify all known risk factors of developing a disease, offering healthcare providers helpful supplemental data to build off their learned knowledge.
Similarly, AI can better inform marketers in the healthcare space so they can do their jobs with greater accuracy and agility. And that matters since getting marketers up to speed on dynamic life sciences brands is a crucial, often time-consuming step. For teams to understand a brand or product well enough to market it in a way that meaningfully changes customer behavior takes time. Shortening that time frame is key to staying nimble and launching the new in health quickly and effectively.
At Brado, we’re experimenting with the deep learning language model GPT (and eventually the pending GPT-4) to see how this AI tool can get our teams in the know better and faster. Just a few weeks ago, ChatGPT launched as part of what’s been deemed the GPT-3.5 series. When given a prompt, GPT produces text that continues and summarizes the initial text as “original prose with fluency equivalent to that of a human,” according to a review in The New York Times. When an agency staffer reads an AI prompt from a tool that has already ingested volumes of information in an instant — rather than manually reads through a fraction of that information — they’re more informed and better prepared to get to work in a shorter amount of time.
Real-Time Vitals Monitoring, Analysis, and Customer Service
Through real-time health monitoring apps and access to prior electronic medical record (EMR) data, patients managing certain health conditions may not have to visit a doctor just to access and monitor their vital signs. Additionally, medical platforms with built-in automated customer service tools, like chatbots for healthcare information or appointment scheduling questions, facilitate more effective communication with healthcare providers and reduce the amount of time a customer waits in line.
Just as fast-access to data enhances healthcare for providers and patients, it can impact healthcare marketing, too. Take, for instance, clients who need performance marketing access and information on their timeline (not just when their agency can get to it). The performance dashboards of today’s leading marketing automation platforms, like Salesforce or HubSpot, provide information through open API keys, data visualization reporting tools (such as Google’s Data Studio), and more. With the help of AI, the resources once spent manually crafting PowerPoint decks in order to report marketing performance metrics can now be devoted to more complex, higher-impact thinking.
AI is rapidly changing healthcare. Marketers charged with representing healthcare brands need to consider how AI changes not only their brand, but their own marketing workflows and processes, too.
At Brado, we help healthcare brands, from startups to institutional icons, get in front — in front of their customers’ wants, their competition, and our ever-changing world. We accomplish this objective through digital-centric, insight-to-activation marketing.