Perhaps it is the name (“artificial” intelligence) or it could be the negative publicity around plagiarism and generic-ness. Either way, many business owners are growing more cautious about adopting AI in their operations.
The concern is balancing the potential benefits of AI-based technologies with their risk of appearing inauthentic and mechanized. It can become an especially valid concern for health and wellness businesses, such as those offering nutritional supplements or contraceptive options. The authenticity of your company will affect how customers perceive it and decide to adopt it into their lifestyle.
That said, how AI impacts your business will depend heavily on your approach to it. Here are three practical ways to use artificial intelligence to elevate your company’s authenticity—a core competency for any firm worth anything in the health sector.
1. Automating Repetitive Tasks to Free Up Customer-Focused Time
Most healthcare organizations spend an inordinate amount of time on administrative, low-value tasks. Think data entry, filling out compliance forms, or following up with existing customers.
Why not let AI handle these tasks, so you can find more time to develop new solutions for customer needs?
A McKinsey report on AI in healthcare notes that the US healthcare system suffers greatly (over $150 billion annually) due to appointment no-shows. Moreover, missed appointments may indicate that the patient’s health is getting worse. When companies allow AI to handle scheduling and follow-ups, the probability of these situations lowers.
For instance, artificial intelligence tools can assess which patients have a high risk of no-shows based on their recorded history. Accordingly, they can be more insistent and urgent about sending reminders and offers to reschedule.
Consider adopting AI solutions for the following tasks in your healthcare business:
- Data entry
- Scheduling
- Follow-ups with patients
- Sharing healthcare information with patients according to their level of understanding
- Sending outreach communication to reach out to new prospects
2. Brainstorming and Drafting Personalized and Relatable Content
AI-led content generation often gets a bad image. Undoubtedly, it is no fun reading robotic content that seems overly polished and yet hollow.
Sadly, many healthcare businesses have jumped on this technology to generate volumes of content and populate their blogs. The rise of telehealth services means several firms have integrated chatbots and inundated skeptical viewers with advice.
Well, there’s only so much one can digest about stress management and whole-grain recipes. The result is that the business world runs a risk of missing out on the true value of AI in content strategies: identifying themes that genuinely connect with readers.
Instead, try using AI to guide your content strategy, complementing rather than replacing the human sparkle.
One way to do this is to work on the prompts you use to select new themes for content creation. A prompt like “topics about the benefits of a Vitamin B12 supplement” will be far less astute than “how does my wellness solution support a vitamin-rich diet?” Since ChatGPT can remember conversations and understand the context, it can reveal rich insights about your brand voice and inadequacies in the present content plan.
AI can also help you develop a more informed content strategy that considers unique customer personas and healthcare requirements. It helps you communicate the benefits and potential side effects of your wellness solution with more clarity. This way, your business can avoid the risk of a reputational crisis or legal action due to unaddressed or undisclosed possibilities.
For example, solutions for women’s reproductive health often use empowering content. But do they address issues like the risks of prolonged use? Pharmaceutical giants like Pfizer have also run into trouble because of concealing the connection between Depo-Provera, a contraceptive injection, and brain tumors. The Depo-Provera lawsuit sign-up is in full force, with several users pursuing it to claim damages.
According to TorHoerman Law, a failure to warn and negligence are concrete grounds for legal action. After all, people can make considered choices if companies are responsible about sharing the complete picture.
Consider using AI to sharpen these content areas of your healthcare business:
- More accessible patient education with personalized plans for diet and exercise
- Using collaborative writing tools to bolster content with expert and patient testimonials
- Changing the tone from robotic and generic to relatable and engaging
3. Predicting Impact of Solutions Based on Individual Personas and Data
Yet another way to tap into the potential of AI for authenticity is using this technology to listen to your audience. Various healthcare products may affect people differently, based on how they incorporate them into their daily lives. Their lifestyle and diet will also significantly affect their response to solutions like wellness supplements.
AI can help businesses use real-time data and predictive analytics to support users on their journey to better health. It helps your business develop a proactive reputation and closely connect to the lives of individual patients. When audiences perceive your firm as caring and accessible, you lose the impersonality of a “big corporate firm” and gain the authenticity of next-door compassion.
A direct application is evident in wearable technologies, inputs from which can guide your content creation and marketing plans. A Nature study on using predictive analytics for pregnant women observes that machine learning can guide thoughtful yoga-based and naturopathic interventions to ease symptoms like anxiety. AI-based nudges can considerably improve patient self-management.
In essence, when businesses frame their offering in language that customers can relate to and benefits they find pertinent, the chances of success are much higher. Big data analysis has become more streamlined. It means experts can mine and derive insights rapidly. You can use these insights to build a more authentic business in several ways:
- Organize events like workshops and group discussions based on the insights to generate thought starters for new products
- Fine-tune advertising and digital marketing campaigns
- Share personalized recommendations on exercise, meal plans, etc., after obtaining consent from patients
Authenticity is more than a buzzword in these times of chaotic competition and an overflowing startup landscape. Businesses, especially those in the health and wellness arena, can see palpable benefits from developing a more intuitive and astute voice. AI can be your partner in helping your firm stand out for its genuineness in a consumerist world.
