How Health Tech Marketers Can Raise Prospect Engagement with New Forms of GenAI
Whether you see generative AI (GenAI) as the end of our profession or the dawn of a new era of creativity, one thing appears increasingly clear: it will redefine how we in health tech do content marketing — providing new and exciting ways to engage patients, physicians and healthcare professionals.
From ChatGPT to DALL-E 2 and Bard and beyond, there are a slew of GenAI tools out there to reimagine the content we produce. None is perfect but their powerful algorithms can save you time and spark directions you hadn’t considered.
If you haven’t embraced GenAI as a content marketing tool, maybe it’s time that you do.
A recent survey on the state of GenAI Chatbots in Marketing conducted by Botco.ai, a HIPAA-compliant, fully-automated, AI-powered marketing chat solution found,
“A whopping 73% of respondents say that their companies are using generative AI to help create text, images, videos, or other content, while just 17% of marketers say that their company isn’t.”
According to Gartner, by 2025, large organizations are predicted to generate 30% of outbound marketing messages through AI, up from less than 2% in 2022.
All in all, that’s a lot of heavy lifting especially when you consider the one billion or more parameters needed to power the large language models (LLM) used in understanding, summarizing, generating, and predicting new content.
How GenAI is Changing Content Marketing
Putting aside the bold predictions and dire warnings, how is GenAI impacting content marketing?
In two ways I believe. First, it’s incremental. The genius of content marketing is its ability to attract your target customers using information that’s relevant to their decision-making process. With GenAI, social media, blog posts, videos, white papers, and case studies will still be used to inform, educate, delight, and ultimately convert prospects into customers.
But now with a few well-crafted prompts, GenAI allows content marketers to automate workflows and produce content in a fraction of the time it currently takes. GenAI allows for more creativity and experimentation.
Just like calculators made problem-solving faster and less tedious, GenAI gives marketers more time to focus on strategy and customer engagement.
The second impact of GenAI is far more reaching. It makes your websites more dynamic and your content more customized.
Even the best marketers can’t anticipate all the questions that customers will ask and in the way that they want them answered. GenAI puts content creation in the hands of your customers who now have the power to evaluate your products and services on their terms.
It’s a new take on the classic movie line from Field of Dreams! If traditional content marketing was “If you build, they will come,” then with GenAI, the new mantra will be “If they build it, they will come.”
GenAI gives users greater control of how they consume content. The results are more targeted and engaging marketing campaigns. AI-driven content creation tools can be used to generate personalized messages and marketing materials.
And that’s where GenAI-powered chatbots fit in.
“With the immense influence of AI in sales and marketing, chatbots have become a crucial tool to enhance the customer experience as well as transform the entire way in which brands and individuals interact on the digital and physical level.” — David Knack, account executive at Botco.ai
A generative AI chatbot is an open-domain chatbot program that generates original combinations of language rather than selecting from predefined responses.
Properly trained (to improve accuracy) GenAI chatbots can enhance customer interactions giving users the information they seek without having to spend time navigating pages on your website. It learns from each customer exchange and can make its own improvements along the way.
Advancements in Generative AI give chatbots emotional intelligence, allowing them to detect and respond to human emotions. This empathetic capability will enable chatbots to provide more compassionate and personalized support which is particularly valuable to patients.
Integrated with your website, GenAI chatbots can assist with:
Data Insights Chatbots can collect valuable data and insights from user interactions, which can be used to improve your content marketing strategy and optimize customer experiences as well as identify trends, pain points, and opportunities for improvement.
Personalization and Customer Segmentation Chatbots can help businesses segment their target audience more effectively and tailor marketing campaigns based on individual preferences, interests, and behaviors.
Lead Generation and Nurturing By engaging with prospective and existing customers, chatbots are a great tool for generating and nurturing leads and cultivating heightened brand loyalty. This engagement can help your sales team streamline the sales funnel and focus their activities and prospecting.
Of course, as with any tool, GenAI-powered content marketing is not without its challenges.
First and foremost, GenAI isn’t perfect and can generate hallucinations — responses that are nonsensical or outright false.
You still have to consider your audience. Especially as healthcare content marketers, your users can be wide-ranging — from highly sophisticated physicians and healthcare professionals to patients, who in many cases, have little to no knowledge. What you say and how you say still it matters. Marketing speak doesn’t cut it and FDA regulations restrict how you can promote your services and products.
ChatGPT is not HiPAA compliant. Closed-loop chatbots, as with any healthcare marketing, need to comply with HIPAA standards. Exposure to PHI (unless in an authenticated space), privacy, and the quality of your supporting documentation are critical.
Selecting the right GenAI can also be challenging. There are many chatbot tools to choose from. One such tool we like for health tech marketers is Botco.ai. It’s HIPAA compliant, healthcare-focused, and already has a number of healthcare-specific integrations
To quote another movie, “With great power comes great responsibility.”
In using generative AI to create content, marketers must pay particular attention to
- inaccurate and misleading information
- the source of information
- Rights of original content creators and plagiarism
- Impact on SEO algorithms
Accuracy is critical. It’s important that the AI is properly trained and evaluated for biases and assumptions. As with any GenAI tool, know its strengths and limitations. Don’t sacrifice speed and efficiency for quality.
No shortcut is worth it if the content you generate sacrifices the trust and credibility you have worked so hard to build.