Enhance Creative and Content Strategy

Many healthcare marketing teams have begun to explore AI’s potential, and if you’ve been following along with our previous AI Empowered articles, your team may be among them. AI has quick uses in generating content, but its real power lies beyond—unlocking deep, data-driven insights that can supercharge your content strategy and output. Here’s how to take your AI-powered marketing to the next level.

typical implementation

There’s a good chance your team is already using AI for these applications:
•    Producing initial drafts for marketing copy, FAQs, and educational materials across various channels.
•    Generating blog posts, social media updates, and other content tailored to patient types and service lines.
•    Creating multimedia and images targeting specific patient segments.
•    Simplifying complex medical concepts into digestible formats.

The question is, how can you build upon this?

74% of marketers already use AI tools for content generation. 
World Federation of Advertisers study, September 2023

high-level AI uses: try these

generating content? improve it with data-driven content analysis:

Yes, AI can write your copy—but that’s just scratching the surface. AI can also suggest key topics by analyzing large datasets and insights from performance data and SEO keywords and propose practical engagement ideas to boost visibility. Algorithms can even segment audiences based on behaviors, demographics, and preferences.

As we’ve previously discussed, AI has been a vital asset in assisting our clients. Take our work with a leading health system as an example. Pre-AI integration, their content development relied on stakeholder inputs and information from service line landing pages, achieving average performance. Post-AI integration, we developed strategic personas to understand the patient journey and then used that information to align messaging with the behaviors and psychographics of these personas. We could then help our client create content by using these insights to appeal to the targeted audience.

brainstorming? add predictive analytics and performance roadmaps:

Brainstorming is essential for content creation, but AI can push your creative process beyond just ideation. AI can, for example, analyze historical care information and past marketing campaigns to forecast patient needs and suggest the best times to launch new initiatives. Informed by a thorough dive into performance indicators, AI can develop content strategies prioritizing topics and formats with the highest likely engagement.

In our example, we helped our client enhance their creative process by generating content angles based on strategic insights and analyzing five years of pay-per-click keyword and ad copy data to identify high-performing messaging trends.

blending in or standing out? fill in the gaps:

Standing out in a crowded digital space requires more than good writing—it demands strategic differentiation. AI can find opportunities for your content to stand out by extracting competitor content to flag oversaturated and underserved topics to help you hone more effective messaging strategies.

For our aforementioned client, we dissected competitor strategies to determine the saturation of key messages in the market. Additionally, AI helped us investigate market trends for seasonality and regional demand variations. After all, when your health system spans an entire region, your marketing must consider multiple populations.

After our AI synthesized these insights and strategic directions for content creation, brainstorming, and gap-filling, we crafted the final nuanced PPC ad copy, collaborating closely with our client for revisions and market implementation to drive increased engagement and conversion rates.

there’s more to AI than first meets the eye

AI is transforming more than just content creation—it’s shaping the future of healthcare marketing. Make AI an essential part of your team with our AI Empowered guidebook, offering expert strategies for integrating AI into your marketing efforts.