Artificial intelligence (AI) has not only created much-anticipated hype but also has many working applications. Although it is in its infancy in healthcare marketing, there is great enthusiasm and potential for its use to innovate and disrupt creating cost savings and greater returns on investment.
90 percent of healthcare executives predict that they will see a return on investment for AI sooner than expected, with 50 percent stating that it will come in less than three years according to an OptumIQ survey.
Not only is AI enabling robot-assisted surgery, virtual nursing assistants, administrative workflow assistance, fraud detection, dosage error reduction and much more; but there are much wider applications that support the healthcare industry. Today, more than ever, there are AI tools being used within the marketing and digital functions to nurture prospective patient-member relationships, establish loyal long-term relationships, and build brand value through marketing tactics.
In this blog, I explore five uses of AI that can be leveraged for marketing strategies and tactics to help your healthcare organization achieve the desired results.
Limiting churn
Leveraging AI to identify patterns of behavior tied to customers whose actions are non-responsive to campaign tactics, online schedule an appointment flow abandonment, missed appointments, etc. where customer churn is likely, will help identify clusters of customers for segmentation use in follow-up marketing campaigns. Identifying these customers early on when this behavior is first occurring can help your teams to target these groups of customers with unique communications to reengage and prevent churn.
Increase engagement for marketing efforts
Behavior clustering to identify contacts/customers within your customer relationship management system for marketing preferences such as the timing of tactics being sent and tactic types that have the highest responses can also help with segmentation. Target specific groups of customers based on marketing preferences will improve the likelihood for desired responses and actions
Provide better engagements at events
The above approach can also be used to increase event attendance. If your organization has an active event calendar for consumers, patients, caregivers, medical professionals, and others, behavior clustering can help identify additional events to promote based on the previous behavior of others who also attended the same event.
Personalize digital experiences
Customer relationship management systems or content management systems can be used to analyze patterns in behavior across multiple channels and for specific segments dynamically change the display of webpages, mobile apps screen views, and email messages to create and deliver unique, personalized experiences.
Improve paid media return on investment (ROI)
Customer relationship management systems and marketing automation tools can leverage AI to adjust paid advertising spend based on certain criteria such as changing from one media buy type to another based on specific metric performance at a lower cost per mile (cost per thousand impressions).
There are many examples of how to use AI in healthcare and in particular within marketing functions. I hope the above list has inspired you to explore leveraging these at your organization. Should you need support in building out the infrastructure needed, please contact us.
