As health consumer expectations continue to grow and evolve, marketers are embracing AI to provide a more personalized, efficient and impactful experience. From AI-driven predictive analytics to conversational AI, these tools are changing the way healthcare brands interact with patients, improve access to care, and streamline their marketing strategies.
By integrating AI in a thoughtful way, healthcare marketers can increase trust, optimize patient travel, and stay in competitive situations. Below, Forbes Agency Council members can help healthcare marketers meet patient and consumer expectations on the various ways to leverage AI.
1. Personalize your engagement
Healthcare marketers can leverage AI for personalized patient engagement. AI-powered chatbots, predictive analytics, and tailored content can enhance communication, improve patient experiences, and provide timely and relevant information. By using AI to predict needs and deliver personalized interactions, marketers can build trust and efficiently meet growing consumer expectations. -Boris Dzhingarov, Esbo Ltd
2. Educate HCP with AI-equipped tools
AI helps healthcare marketers meet rising patient expectations by accelerating rare disease diagnosis. By analyzing a vast dataset, AI can identify early patterns and reduce diagnostic delays. Marketers can take advantage of this by educating healthcare providers with AI-powered tools, raising awareness, and ensuring patients' access to treatments quickly. – Abigail Stuart's strategy for the first day
3. Adjust the message
Healthcare can be complicated, but AI can help marketers become more personal and understandable. By analyzing patient data and behavior, AI can tailor not only relevant but also clear and accessible messages. It's all about meeting people where they are. Melting them makes informed decisions while building trust in an industry where accuracy is most important. – Abi Whitaker, Abi Agency
4. Develop a strategy
AI is transforming specialized medical marketing by revolutionizing strategic development. I'm using it to create over-labeling campaigns for patient demographics at speeds and depths I've never seen before. Strategy, strategy, strategy – that's where AI wins. -Chris Sutyánek, Firm Media Inc
Forbes Agency Council is an invitation-only community for successful public relations, media strategy, creative and advertising institutional executives. Are you qualified?
5. Streamline communication
If there is the logic and support behind it, chatbots and automation can help healthcare companies communicate with patients more accurately and quickly. During the pandemic, our agency has provided significant benefits to consumers (and ROI for clients) by streamlining their perceptions of testing. Just a few years later, AI-driven appointment scheduling, real-time updates and customized health guidance have become a reality. – Mary Anne O'Brien, Obi Creative
6. Drive content efficiency
Healthcare marketers can leverage AI to increase content efficiency. When combined with human expertise, AI can create impactful content and consumer communications for small teams, streamline campaigns and enhance lead management. In the long term, AI-driven, advanced analytics and real-time insights allow timely, relevant interactions that will deliver the pinnacle of AI-driven marketing. – Anne St. Peter, Global Prairie
7. Improve your customer journey
Healthcare marketers should consider using AI for their generative, predictive, and agentic power throughout their customer journey. From funnel top outreach and mid-funnel reengagement to minimum hunnel closures and accelerated contracts, healthcare marketers have the opportunity to deploy these technologies in areas of their biggest challenges. – Saul Marquez, Result Rocket
8. Create a custom GPTS
One practical step that healthcare marketers can take now is to build custom GPTs programmed with all the directives and messaging restrictions surrounding the languages associated with healthcare marketing campaigns. This is extremely useful in creating and promoting content and ads that are unlikely to be flagged as inappropriate by Google, Meta, and other platforms, among others. – Bernard May, National Status
9. Use conversational AI
Brands can leverage conversational AI to provide real-time, personalized health guidance, allowing patients to schedule appointments via voice and improve health care accessibility for aging populations. With many consumers already using healthcare voice search, AI-driven voice assistants are an important way to meet evolving patient expectations. -ChristinaMendel, ChristinAmendel.com
10. Harness Prediction Intent Modeling
Healthcare marketers can take advantage of predictive intention modeling that predicts patient needs before they arise. By analyzing search behaviors, engagement patterns and historical data, AI can actively coordinate content, recommend services, and optimize touchpoints. This makes marketing intuitive and increases trust and satisfaction while reducing friction on the patient's journey. -Vaibhav Kakkar, Digital Web Solutions
11. Manage patient data
AI-driven patient involvement offers great benefits. Healthcare is complex, requires specialized knowledge and generates enormous amounts of data. Therefore, it is correct in an AI wheelhouse. Starting with a large language model specifically tailored for healthcare, there is a system that truly improves the patient's experience by layering patient history, conditions, treatment and insurance. – Al Collins, Vshift
12. Balance between democratization and governance
Intentional recruitment is important to make good use of AI. Many people rush without a clear strategy, but AI is not a one-size-fits-all solution. A thoughtful and structured approach is essential. The goal is to balance democratization and governance, and to test, learn and expand AI solutions that will enhance patient experiences without unnecessary complexity or fragmentation. – Kimberly Jones, Butler/Til
13. Transform patient journey mapping
Use AI to transform patient journey mappings from static flow charts to dynamic, predictive paths. By analyzing behavioral patterns and engagement data, AI can help predict patient needs and automate personalized touchpoints throughout your healthcare journey. This positive approach meets modern expectations and improves the outcomes of seamless, predictive care experiences. – Solomon Timothy, oneims
