In the evolving landscape of healthcare marketing, the fusion of artificial intelligence (AI) and human touch is redefining content creation. This article delves into the dynamics of achieving an AI-human balance, ensuring quality, empathy, and precision in healthcare content.
Capitalizing on the Benefits of AI-Human Balance in Healthcare Content
Generative AI is ushering in a new era for healthcare marketing with capabilities that make content creation more cost-effective than ever.
The benefits include:
- Supporting hyper-personalization on an unprecedented scale with content adapted to specific demographics or health profiles.
- Shortening the content development cycle allows healthcare organizations to react to the latest health-related trends.
- Driving engagement through new AI-powered experiences, such as chatbots, a market that is projected to grow at a rate of 18% over the next decade.
However, delegating your entire healthcare content marketing process to generative AI tools is problematic on several fronts. From an ethical and regulatory standpoint, you are responsible for delivering educational content, including resources developed by professionals with healthcare credentials.
Automating the entirety of your content creation efforts can also create a disconnect with your audience if your content feels inconsistent or lacks empathy.
How to Develop a Successful AI-Human Balance in Healthcare Content
The future lies in expanding AI’s role in creating healthcare content without compromising the human touch. The following strategies will help you build a modern healthcare marketing process that leverages AI capabilities without sacrificing the value of the human touch.
Embrace Generative AI
It’s essential to recognize where generative AI shines and build a modern content creation process that makes the most out of these capabilities. Examples include using AI to brainstorm content ideas, identify healthcare content trends, scale up your content publication efforts, or make complex medical information more accessible.
Build Human Checkpoints
Close to 60% of U.S. adults look for health information online. However, there is an apparent discrepancy between the demand for health-related content and the level of trust the average adult has for traditional media channels sharing health information.
Healthcare organizations have an important role to play in reconciliating this widespread distrust by publishing credible content. Human checkpoints that verify claims made by AI models and ensure AI-generated content meets marketing standards established by medical boards are crucial for preserving and enhancing patient trust.
Create Value With Human Expertise
Digital experiences empower patients to play an active role in their care journey. AI frees up time and resources, allowing experts to do what they do best and take healthcare content to the next level by adding unique insights that directly support patient agency.
Offering this unique value also improves trust and can positively impact patient outcomes by delivering the correct information at the right time.
Adopt a Human-First Approach
For a successful AI-human balance, healthcare professionals must be trained to work with AI. This will ensure they can effectively use AI tools and maintain the necessary human touch in the content.
Once you have developed a process where the bulk of the work is streamlined thanks to AI, you can focus on publishing human-led content that results in a genuine connection with your audience. Healthcare professionals can leverage AI tools to tell engaging stories, share HIPAA-compliant patient testimonials, and generally create empathetic content.
Empowering Healthcare Professionals to Collaborate with AI
As a healthcare marketer, you can get the most out of AI by approaching this new trend as an opportunity to collaborate with technology rather than adding another tool to your martech stack. While AI opens some exciting possibilities, removing the human element from healthcare content is problematic and ultimately leads to negative consequences for patients.
Augmented Experts can help you find the right human-AI balance with a unique approach to healthcare content creation. While creating value through one-of-a-kind insights from experts, our platform leverages generative AI to deliver cost-effective healthcare content. Create an account for free today to see how our collaborative approach is shaping the future of healthcare marketing!
