What role does emerging AI play, in creating content in healthcare?

To deliver a meaningful customer experience, the foremost objective is to ensure a personal connection between your audience and the story you’re communicating. Understanding your audience’s current needs, beliefs and behaviours is pivotal – if your narrative doesn’t resonate with their personal experience or motivate them to take action, then it’s not hitting the mark. This taps into the human purpose ethos of Havas Health – more than any other industry sector, healthcare is about delivering solutions to benefit the individual’s well-being.

Emerging AI technology is critical to delivering innovative healthcare solutions, for example in disease detection and diagnosis, health risk assessment, developments of new treatments and ways of alleviating potential treatment burdens for patients. But looking at AI from the healthcare communicator’s perspective, what role can it play in generating content to optimise the customer experience?

If customer experience encompasses all the interactions and experiences that an individual has with a business, in pharma marketing this extends to the overall HCP and patient journey; therefore a seamless and personalised Cx has to become an integral part of marketing strategy, and in large part this is realised through resonant, compelling content delivered at each touchpoint in the Cx journey.

If the primary objective of a content strategy is to create meaningful, cohesive, engaging and sustainable content that attracts, engages and retains an audience, then the individual HCP or patient we are communicating to needs to see their personal experience reflected in that content. Can AI-generated content deliver that? The short answer is yes.

The first step towards an optimized customer experience is understanding your audience. By using stakeholder data and insights, marketers can craft personalised content that caters to the individual needs and preferences of the HCP or patient. This can take the form of anything from personalised email newsletters to content that addresses a specific health condition or medication. The goal is to make each customer feel understood and valued, thereby fostering loyalty and enhancing the overall experience. So, with the right data and insights – something AI is very good and fast at mining – the personalised customer experience becomes reality.

What about trust? A high level of trust is critical when communicating about medicines and healthcare in general; does AI-generated content engender trust in the content-consumer? If the source references of that content remain as they currently need to be – data-accurate, peer-reviewed – then, once again, AI can indeed deliver a crafted, polished piece of content, and in a fraction of the time it takes its human rival.

What about trust? A high level of trust is critical when communicating about medicines and healthcare in general; does AI-generated content engender trust in the content-consumer?

So where does that leave us – the creative minds pursuing excellence in the development of compelling content? Are we destined for the scrapheap? Consider this – the human purpose at the heart of our communication efforts is best expressed by our ability to tell stories. And to tell a good story, you don’t just need data and insights and sources of information. There’s a rich seam of empathy, intuition and experience that runs through the finest stories we tell. Only when AI masters those very human qualities can we say it is capable of delivering the full customer experience. Note to reader: two of the paragraphs in this blog post have been generated in Chat GPT-4. Can you guess which?