AI is transforming healthcare marketing workflows and driving efficiency
February 27, 2023
AI wont replace every marketing job, but will radically transform how marketers operate.
In fact, most AI models coming to market address marketing use cases, as there is substantial opportunity to disrupt the industry. Marketing processes and creating ads can be unnecessarily complex, slow, and ultimately just plain ineffective. AI technology is addressing these inefficiencies and changing the way product marketing teams operate, and collaborate with their agency partners.
We’ve outlined 4 common, tactical disciplines and tasks that can be optimized through various AI tools, saving teams substantial time and money.
Improving the brief
A substantial amount of unnecessary iteration and campaign inefficiencies begin with poor briefing. Getting it right the first time means each stakeholder is aligned from the start. AI can assist with the creative brief by analyzing data, generating ideas, and personalization.
Data Analysis: AI can quickly analyze data to identify trends, consumer behavior, and preferences tailored to the needs and desires of the target audiences.
Idea Generation: AI utilizes this data analysis to generate ideas for the brief, leading to a quicker and more precise north star that initiates innovative campaign and messaging ideas. Again, getting it right the first time.
Personalization: AI can help create personalized creative briefs for different audience segments. By analyzing data on each segment's preferences and behavior, AI can assist in creating tailored briefs that are more likely to resonate with each group.
Getting personal
As personalization is becoming expected from audiences, creating high performing content at scale is necessary. This can be especially challenging for healthcare marketers for obvious MLR reasons. However, there are machine learning tools that optimize the process, some example capabilities below.
Natural language processing: AI can analyze and interpret user-generated content such as reviews, comments, and social media posts to identify user preferences and interests. This information can then be used to inform the brief and create personalized content ideas that are more likely to resonate with audiences.
Modular Content: AI can extract compliant content from existing, approved materials and house them in a digital claims/safety library with their respective rules and references. These content modules can then be used by creatives to instantly create new tactics based on audience preferences
A/B testing: AI can help optimize personalized content through A/B testing. By testing different variations of content on a small subset of users, AI can quickly determine which version is most effective and then deploy that version to the larger audience segment.
Dynamic content optimization: AI can dynamically optimize content in real-time based on user behavior and preferences. For example, a website may display different content to users based on their location, device type, or previous browsing behavior.
Improving quality assurance
Another substantial time and budget drain is the endless round of revisions to get creative collateral “clean”. New quality assurance tools are reducing human error, so teams can save money and get messages in market quicker.
Content Analysis: AI can analyze the content to check for obvious errors around spelling and grammar, but also analyze the consistency of language and tone. Additionally, AI can flag and recommend issues with claims, safety and referencing content prior to MLR based on already approved materials.
Automated claims library: Within hours, AI can create and maintain a current claims and safety library, providing a searchable database of messaging, rules and referencing directly within native files.
Accessibility Compliance: AI can check websites and apps for accessibility compliance to ensure that it can be used by people with disabilities. This includes checking for alt text for images, proper heading structure, and appropriate use of color contrast.
Optimize meetings
A study by Harvard Business Review found that executives spend an average of 23 hours per week in meetings, and up to 50% of that time is considered unproductive or unnecessary. AI can help optimize meetings by streamlining scheduling, creating agendas, taking notes, tracking action items, and analyzing meeting data.
Agenda Creation: AI can create meeting agendas by analyzing previous meeting notes, emails, and other documents related to the meeting topic. This can help ensure that the meeting stays on track and includes only the right players
Note-taking: AI can take meeting notes by transcribing spoken content and identifying key points.
Action Items: AI can track action items that arise during the meeting and assign them to the appropriate team members. This ensures that action items are addressed promptly and that everyone is clear on their responsibilities.
Meeting Analysis: AI can analyze meeting data, such as attendance, duration, and engagement levels, to provide insights on meeting effectiveness. This can help improve future meetings to ensure optimal productivity.
Conclusion
The democratization of AI tools is empowering product marketing teams and ad agencies to streamline workflows, reduce costs, and save time. The actual benefits realized will differ depending on the specific use cases and how they are integrated into the team's workflows. From a simplistic view, we believe it starts with your business goals and assessing the various processes it takes to hit those goals. Then, imagine how those processes and workflows can be optimized with these new tools, and determine how much time will it save your teams. You will be surprised at how much more you can do with less. Reducing or eliminating friction and fatigue within teams due to repetitive and superfluous tasks will allow them to focus on what matters most…building exceptional experiences for patients and providers.
