How AI Can Empower Targeted Healthcare Marketing
This article originally appeared on Forbes
By Jill Collins, CEO
Post-pandemic digital behaviors have increased in the importance of personalization in marketing. To capitalize on this shift, brands can emphasize emotionally connecting experiences that improve brand loyalty, customer decision making, and overall revenue generation. So, how can you leverage AI tools to better communicate across multiple audiences? The use of AI in designing an overall marketing strategy is well documented- this article will dive into three ways that AI can help healthcare marketing professionals develop the strongest marketing tactics that resonate with all their product’s stakeholders.
Simplifying Segmentation: Drawing Superior Insights with AI
The various stakeholder groups in healthcare all come with their own concerns, priorities, and criteria for evaluating products and services. Attempting to reach multiple stakeholders with a single, overarching brand message will ultimately lead to diluted impact. Catch-all marketing strategies will surely fall short by lacking personalization and emotional connection with each target audience. Many technology companies are now capitalizing on the increased need to segment and understand target audiences. For example, HubSpot’s latest AI tool uses machine learning to automatically provide insights about the contacts in your CRM, such as persona development, content personalization, and predictive analytics.
Crafting Campaigns that Resonate: AI as a Creative Tool
ChatGPT has already been proven to be an effective tool for idea generation and technical writing in the healthcare space. We’ve even run our own experiments to test the limits of ChatGPT’s copywriting capabilities when it comes to accessibility and content limitations. As our industry figures out how to incorporate generative AI as a potential everyday tool, certain applications are sure to fall in and out of trend. Currently, AI provides great benefits for creative writing tasks such as outlining and defining key benefits, editing or proofreading copy, and even generating novel ideas to help with writer’s block.
Expanding on a staple for every graphic designer, Adobe has recently introduced generative AI tools to automatically recolor, fill, convert, and even create brand new designs. Additionally, the popular collaborative design tool Figma now has countless AI-based integrations for a variety of design tasks, from wireframing to icon creation. What this means for designers parallels the benefits for all other departments- less time spent on simple tasks and more focus on applying expertise where it truly matters.
Optimizing Activation: Using AI to Increase Campaign Performance
The post-COVID digital marketing boom has introduced a variety of both challenges and opportunities for campaigns in healthcare. Saturation and content fatigue across all channels have elevated the need for not only more impactful and dedicated content, but also a more streamlined approach to reaching your targets. Paid search or pay-per-click campaign performance involves a variety of factors, such as keyword and ad generation or bidding and targeting strategies. Luckily, AI has applications to improve performance across all of these aspects.
Dedicated paid tools, or even free AI platforms like ChatGPT, can be extremely helpful for media strategists when it comes to keyword research and spend allocation. Certain algorithms can help assess key metrics such as search volume or competition level to create the optimal list for your campaign. Google has also recently hopped on the generative AI train, launching Performance Max, an integrated Google Ads tool to help create headline, descriptions, and even image ads. Google’s existing automated bid strategy was just the beginning. Predictive analytics tools can help further optimize campaign spend and budget allocation by uncovering relationships between performance and expected persona behaviors.
A Positive Outlook on AI for Healthcare Marketing
While there is no single solution to the need for increasingly personalized and targeted marketing, many companies are responding to the demand for new AI-based tools across multiple functions. With new applications and software being released practically every day, healthcare marketers now have more at their disposal than ever before. I believe that all departments, from strategy, creative, to activation, will see great productivity and efficacy benefits from the help of AI.