The AI marketing revolution is here and is changing the way we create, communicate, and even think. Dozens of AI-powered tools have sprung up to transform the way you generate content, boost your brand’s visibility, and reach potential patients.1 2 Health system AI marketing is now, and will continue to be, an integral part of the digital landscape.
And spoiler alert: your competitors are using AI to gain an edge. To maintain your health system’s competitiveness, consider embracing these tools and developing a thoughtful health system AI marketing strategy.
The catch is, taking advantage of the many benefits of AI marketing isn’t always easy. You only have to look at some of the nonsense ChatGPT creates to see how true this is. As with other digital marketing tools, expertise and human touch are needed for AI marketing to show its full worth.
An experienced health system digital marketing agency can help you harness the power of AI. They ensure that the use of AI is both transparent and ethical. And that the technology adds value to your campaigns, increases your marketing ROI, and moves you closer to your marketing goals. The tips in this article will help you get started incorporating AI tools into your health system marketing plan.
Getting the Most Out of Health System AI Marketing
Your health system needs to actually reach prospective patients before you can help them. That’s where using the right AI comes in. Health system AI marketing tools can expand your reach and improve the efficiency of your workflows. But to get the most out of AI, you should:
- Know what AI are tools are available and how they work
- Understand how to optimize your inputs to produce the best results
- Use AI marketing to complement, not replace, human expertise
Know Your AI Marketing Tools
ChatGPT has received quite a bit of attention since its emergence. But this is just one of many AI marketing tools out there. Here are three other AI tools with the potential to boost your health system’s marketing efforts.
- Google Ads may not be a deep cut, but it uses incredibly powerful AI tools to optimize your SEO efforts and pay-per-click (PPC) ad campaigns. Performance Max, an AI-powered campaign type, utilizes machine learning algorithms to automate ad format choice and placement to maximize conversions.3
- Surfer SEO turns some of the internet’s most successful pages into a marketing data set. This tool continuously analyzes search engine results pages (SERPs) and compares your pages to those with top ranks to create or edit SEO-optimized website content.
- Jasper.ai, powered by OpenAI’s GPT-3 model, specializes in creating marketing content, including landing pages, social media posts, emails, and blog articles. The easy-to-use templates and customization options will make your content creation process easier.4
Optimize Your Inputs
A common mistake is losing sight of your digital marketing strategy in the hurry to not be left behind. So, before relying on AI to deliver results, understand why you’re using the tool and what outcome you want. The output an AI marketing tool generates is only as good as its input.
Generic input yields generic results while unique input delivers unique results. To get the best content, use creative prompts tailored to your health system. This helps the AI generate content that speaks directly to your audience.
Use AI To Complement, Not Replace, Human Expertise
The range of what AI can do is rapidly and dramatically expanding, often performing remarkably well in areas where humans struggle. Still, since the technology was created, AI has found tasks that humans perform well to be challenging.
AI often misses the mark in regards to nuance and creativity. But AI tools are incredibly adept at automation, optimization, and analyzing massive amounts of data—thus scaling up the impact of human insight.
Always review AI-generated content before publishing or sharing—especially any containing medical information or affecting patient safety. AI tools can certainly produce informative, interesting content. But as a hospital marketer, you’re liable for your health system’s content whether created by a machine or a copywriter.
Ultimately, you know best what your target audience is looking for and what sets your health system apart. Your knowledge is a crucial prerequisite for getting the most out of AI marketing tools. While AI isn’t ready to take over your health system’s digital marketing, you will be able to optimize your content and improve workflow efficiency. Dreamscape Marketing can help you strategically incorporate AI tools into your marketing efforts. Call us at 888.307.7304 to schedule a discovery call and learn more about our full suite of health system digital marketing services.
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