Deliver And Demonstrate Value In Healthcare Marketing

Recently, we shared Fathom’s framework for how healthcare marketers can explore and adopt AI to advance their organizational and team goals. The main takeaway: start with why; then, you’ll be ready to explore what.

As we explore AI’s possibilities with marketers, we’re often asked, “Where do I start?” That question is a bit of a trap; there are many potential starting points, and more every day. So, we respond with a few questions: What are your goals? What are your organization’s expectations for AI adoption? Are you aware of all the AI you’re using today?

The emergence of AI offers marketers the opportunity to enhance and demonstrate the value created by their work, so reconnecting to our goals and expectations is always the starting point.

After all, the point of AI adoption isn’t the adoption itself. The point of AI adoption is what you can achieve following the introduction, ensuring you’re set up to reap the benefits of modern tools as we speed into the future. Then, once you have a firm grasp on why, begin exploring and integrating AI that will help you achieve your desired outcomes.

six ways you can create value with AI

There are countless ways to create value with emerging tools; based on our work with clients, here are six of our favorites. Each provides an accessible, outcome-focused starting point for your AI adoption journey.

1. data-led content strategy and copywriting

Machine learning can help you analyze vast and disparate historical ad performance and competitor data, delivering deep insights quickly. Feed those insights into your favorite large language model (LLM) to brainstorm ad copy variations for A/B tests. Optimize campaigns and improve performance.

2. extending content

The total value of great content is often unrealized. Use AI to turn existing collateral into multimedia content, storyboards, multilingual translations, audio, and more. At the very least, turn long-form content into bite-size nuggets for social media and other short-form applications.

3. persona development

Every service line has a unique patient journey. Integrating LLMs into your persona development process allows you to create deeper perspectives on various audiences. Consider the factors influencing their healthcare decisions, forecasted market trends, and the precise identification of the media they engage with.

4. philanthropy and donor relations

AI-powered models can combine and segment donor data with CRM and patient data to fuel grateful patient campaigns. By identifying high-potential donors and prospects for giving in this manner, plus when the points at which they’re most likely to give, you can set development teams up for success through focus. London Automation, a Fathom sister company, is the leader in this space.

5. advanced data analysis

The limitations of PHI shouldn’t stop you from making informed marketing decisions, forecasts, and content with available data. AI tools can help you answer complex questions quickly. Considering summarizing month-over-month trends, generating forecasts, conducting keyword audits, evaluating bid caps, and conducting that analysis by service line, sub-service, or for marketing overall.

6. workflow optimization

If you support multiple service lines, you have many requests and unique needs to manage. By embedding AI into your workflows, you can more efficiently create content, report on results, manage tasks, and share valuable insights.

75% of marketers are already using AI tools for content creation.

World Federation of Advertisers study, September 2023

continuing your AI adoption journey

It’s more critical than ever for marketers in healthcare to demonstrate and deliver value—and what we’ve outlined here is just the tip of the iceberg for how you can do so. To learn even more, download your copy of our AI Empowered, our guidebook for marketers exploring AI.