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Unleash Potential: The Future of ChatGPT and AI in Healthcare Marketing

Artificial Intelligence (AI) and machine learning models like ChatGPT are already being leveraged to optimize healthcare marketing. As these technologies advance, there is potential to enhance patient communication, predict user behavior and improve on-site SEO.

ChatGPT and AI in the Current Healthcare Marketing Landscape

AI, particularly ChatGPT, has been making waves lately. Whether it’s AI robots assisting surgery or the endless headlines of jobs being replaced, its impact is hard to ignore.

As a healthcare digital marketing agency, we educate and empower great medical practitioners to take advantage of digital opportunities and succeed in evolving markets. This article will clarify what AI and ChatGPT are and how practice leaders can utilize them to attract patients.

What Are AI and ChatGPT?

AI, short for Artificial Intelligence, refers to technologies replicating human intelligence. They are engineered to execute tasks traditionally carried out by humans, including responding to inquiries, making decisions, and deriving insights from data.

Chatbots are software programs that use artificial intelligence to simulate human-like conversations with users. ChatGPT stands out as an advanced chatbot with superior language understanding capabilities. It can understand context and respond to questions in human-like ways. Due to its continuous learning from new online and text data, ChatGPT is constantly improving response quality.

AI tools have been implemented to advance healthcare patient acquisition, such as Pharmabot, a pharmaceutical chatbot that answers questions about medications and health conditions. However, its capabilities are advancing rapidly, and many sophisticated systems are hitting the market. Below are three key advancements to watch out for.

Unleash the Potential: Enhancing Medical Practice Marketing with AI

The ultimate goal of healthcare marketing is to bring patients through the door. Medical marketing pioneers are using AI to improve patient communication, ad strategy and on-site SEO.

Chatbots: The Next Frontier in Patient Communication & Admin Support

Since patients today have more options than ever, providing a seamless, convenient intake experience is critical. According to Care Sherpa, 79% of patient leads don’t convert, in part because 30% of those leads don’t receive a response. The ability to engage patients anytime, anywhere from the point of intention to the first appointment, is aided by:

  • Overflow capability: Patients can get the support they need if they can’t connect with your practice directly
  • Two-way text messaging and secure chat: Patients can send text messages or chat on your website
  • Intelligent reminders: Reminder tool that notifies patients of upcoming appointments

That’s where Chatbots come in.

Chatbots can be implemented on medical practice websites to assist patients in scheduling appointments, providing general health information, and directing them to relevant information around your site. They can offer 24/7 availability, enabling patients to find relevant information and book appointments without waiting. This deflects high call volume, reduces the load on your administrative staff and improves the patient experience.

While chatbots currently lack the nuanced understanding patients desire and shouldn’t replace human interactions, having one on your site could set you apart from your competitors.

The Role of AI in Accurate, Predictive Healthcare Marketing

AI can accurately process and analyze vast amounts of data, identifying patterns, trends, and insights. Notably, Google Analytics uses machine learning to analyze user behavior and predict future actions.

So, let’s say a potential patient visited a medical practice website in the last 28 days to learn more about physical therapy services. Using “Purchase Probability,” Google Analytics predicts that the patient is highly likely to book a physical therapy session within the next seven days based on her activity on the website. With this information, the healthcare provider can send the patient a personalized email or text message offering a discount for booking a physical therapy session. This highly targeted approach increases patient satisfaction and the chances of patient conversion.

Furthermore, the possibilities with AI in predictive healthcare marketing are endless. For example, AI software is now automating email campaigns. Using each contact’s previous interaction data, AI tools can deduce the best time to send an email for maximum engagement. Overall, AI can help practices save time and money with data-driven strategies.

AI Writing Assistants: Steamlining Content Creation for Efficiency

According to HubSpot’s 2023 report, 45% of marketers use AI to create content. It’s not hard to see why—blogs help boost SEO by positioning your website as a relevant answer to your client’s or patient’s questions; however, they can be a challenging and time-consuming process.

AI-generated content is not sufficient alone. Most tools struggle with writing in a unique voice, communicating to specific audiences, and providing accurate information. However, they can serve as a helpful starting point, saving writers hours and allowing them to produce more content faster. According to Hubspot, marketers often use AI to write by making minor edits to the generated text before publishing and by making major edits 39% of the time.

Additionally, AI can hasten the writing process of Google ads, landing pages, and general writing tasks. Even a widely available tool like ChatGPT can be very useful in offering ideas, suggestions, and drafting content.

ChatGPT and AI Are Here to Stay: Do Your Marketing Specialists Know How To Use Them?

The future of medical practice marketing is here; AI is already reshaping the healthcare landscape. For example, integrated managed care consortium Kaiser Permanente has developed the Advanced Alert Monitor program to ensure patient messages are sorted appropriately, and Mount Sinai Health System is offering digital tools and resources, which include a virtual assistant on their site that checks symptoms, schedules appointments and more.

To fully capitalize on AI’s immense potential, practice leaders should ensure their marketing specialists are refining their strategies using the latest advancements.

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