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We read it in healthcare news every day: Artificial intelligence (AI) has the potential to transform many aspects of healthcare. The insights it yields from large datasets can help improve clinical effectiveness, operational efficiencies and patient care. But how much do you know about what it can do specifically for healthcare marketers?

Explore what AI makes possible

Using AI, you can achieve more with fewer resources and in less time. Let's look at how AI can help you:

Step up your content strategy. AI tools can analyze what patients say on surveys and social media, helping you identify topics that will interest them. AI can also compare how patients respond to various content types, helping you determine which format promises the greatest impact.

Target the patients you want to reach. AI is unequaled at identifying patterns in data. It can help you use algorithms, machine learning and predictive analytics to:

• Create content that addresses the healthcare needs and preferences of the patients who are most likely to use a particular treatment or service.
• Group segments of patient populations by demographics, lifestyle factors, digital footprints or other criteria to enable highly targeted and tailored campaigns.
• Re-target previous patients with personalized offers.

Streamline the content development process. To help you save time when creating content, AI can:

• Suggest relevant keywords and phrases for greater search-engine optimization.
• Analyze existing content to help you brainstorm fresh ideas.
• Create images and graphics that increase patient engagement.

Understand the risks and rewards of AI

A powerful tool like AI comes with some potential hazards. To get the benefits without the pitfalls, make sure that:

• Those who incorporate it into their work understand how to use it properly.
• You verify all content developed by AI. AI has been known to make up "facts."
• Patient data is always protected. Look for tools specifically designed for healthcare that can help ensure HIPAA compliance.

However, don't forget the importance of the human touch.

Although AI has astounding capabilities, it can't convey the emotional connection the best healthcare marketers bring to patient communication. As you turn some tasks over to AI, make sure your work doesn't lose your warmth.

Using AI in healthcare marketing brings with it a host of benefits that can save time, enable personalized communications and increase your marketing campaigns' return on investment. Maybe it's time to put it to work for you and your marketing team.

Categories: Technology