AI is flooding the web with low-quality healthcare content material that hasn’t been medically reviewed for accuracy.
Whereas this could (and may) be considered as a giant downside, it’s additionally a novel alternative for hospitals and healthcare techniques to face out as trusted affected person sources.
We lately sat down with Ed Bennet, Founding father of MarTech.Well being and a revered voice in healthcare advertising and marketing, to debate how hospitals can use AI instruments strategically to outrank unverified AI content material.
Along with Ed, we share insights for doing simply that in our newest podcast.
Take heed to the podcast:
In case you don’t have time to hearken to the complete podcast, right here’s a abstract:
Get to Know Ed Bennett, Founding father of MarTech.Well being
Ed Bennet’s profession has intently adopted the evolution of the web and its affect on healthcare communications. He constructed foundational web sites for over 100 corporations within the 90s and later spearheaded digital and search engine advertising and marketing methods on the College of Maryland Medical Techniques.
Leveraging this intensive expertise, Ed launched MarTech.Well being, a complete useful resource listing for healthcare organizations in search of distributors specializing in healthcare advertising and marketing, communications, and digital options.
Immediately, he continues following web developments associated to the healthcare trade. He shares his insights on how AI is rapidly taking on the web and what hospitals can do about it to take care of belief and credibility.
The Basic Downside With AI-Generated Content material
“AI is churning out an unlimited quantity of mediocre, unverified healthcare info, making a landfill of content material that’s drowning out prime quality, medically reviewed web sites. In consequence, individuals are in search of out dependable sources of verified fact,” says Ed Bennett.
Sadly, dependable sources are getting tougher to search out on-line, particularly since Google rolled again a choice to penalize companies that use AI-generated content material. This shift means the search engine could deal with AI-generated content material equally to human-created content material, making it much more difficult to tell apart credible medical info from doubtlessly dangerous misinformation.
Set up Belief By Verified Medical Content material
“Hospitals ought to problem AI content material by making a library or useful resource information of verified, dependable info on medical circumstances and coverings,” Ed explains. “This strategy positions hospitals as trusted, skilled sources for correct medical content material.”
Creating deep, related content material that meets person intent and group wants is important to sustaining your hospital’s popularity and native recognition as a dependable useful resource.
How Hospitals Can Leverage AI to Create Content material & Why They Ought to
Your sufferers need correct content material they’ll belief. With AI-generated content material flooding the web, it’s possible you’ll really feel pressured to make use of it. However do you have to?
We agree with Ed when he says it’s okay to make use of AI strategically, particularly when researching matters or creating high-level content material methods. “AI is a superb useful resource for summarizing complicated content material, fact-checking, and preliminary drafting. But it surely needs to be used as a instrument that assists human content material creators—not one which replaces them.”
Whereas a contemporary marvel, AI is restricted. It can not create high-quality, unique content material however can improve, polish, enhance readability, and assist preserve particular studying ranges of a human author’s work. However that, too, requires a radical medical overview to make sure the whole lot is on level—accuracy, model tone, messaging, and extra.
The Significance of Medical Critiques and Approvals
Whereas AI may help enhance content material high quality and enhance the quantity of content material, anytime you write for healthcare, it have to be reviewed and authorized by a medical skilled with the proper experience to offer an added layer of credibility.
Getting medical professionals concerned does three crucial issues:
- Builds relationships between you and the hospital.
- Helps physicians promote their companies and experience.
- Ensures content material is aligned with the newest medical tips and greatest practices.
Tip: Physicians and medical professionals are busy. Set up clear processes that assist make the overview and approval course of as simple as attainable to make sure well timed responses.
Combining AI With Human Experience for Distinctive, Regionally Related Content material
Whereas AI can enhance and polish your content material, it can not create unique, distinctive content material. Human content material creators should nonetheless do the analysis, set up speaking factors and questions, and interview material consultants or people managing the problems they’re writing about.
Combining first-hand group views and medical experience from hospital physicians additionally provides an important layer of credibility. Ed posits, “It humanizes your enterprise and units it up as an entity that cares concerning the group sufficient to speak about native health-related points with authority figures.”
It additionally helps you create high-quality content material that’s distinctive to your target market, which will be very efficient for reaching your enterprise objectives.
AI Do’s and Don’ts for Healthcare Content material Creation
- Don’t rely solely on AI-generated content material.
- Don’t settle for AI-generated details as truths.
- Don’t depend on AI-generated content material for tone and messaging.
- Don’t use AI-generated content material as a closing product.
- Do completely overview all AI-generated content material (e.g., copy editor, medical skilled, material skilled, and many others.).
- Do truth examine rigorously.
- Do guarantee all AI-generated content material matches your hospital’s tone, voice, and model messaging.
- Do use AI-generated content material as a place to begin, tough draft, or to assist polish your unique content material.
When requested what to keep away from relating to AI, Ed was clear, “AI is a instrument, not an answer. Because it will get higher and higher, it can generate copy that appears very polished. But it surely should all the time be reviewed rigorously to make sure it’s factual, medically correct, and aligns together with your model voice.”
We couldn’t agree extra.
This Abstract Is Dropped at You, In Half, By AI
To seize our dialog, Ed beneficial utilizing an AI instrument referred to as Fathom, which offered a written abstract and a full transcript of our podcast dialogue.
It allowed us to create a high-quality abstract of his useful insights sooner whereas sustaining our model voice and assembly our high quality requirements.
Particular Due to Ed Bennett
I wish to thank Ed once more for sharing his time, expertise, and insights with us. I sit up for talking to him once more to additional unravel the ever-changing world of synthetic intelligence.
I hope this abstract has proven you that AI will be useful for creating content material when used as a instrument, not an answer. For those who’d prefer to be taught extra about Ed or his free listing, I encourage you to go to MarTech.well being.
For extra in-depth protection of AI and its use in healthcare content material advertising and marketing, I extremely advocate listening to our podcast in its entirety.
We invite you to subscribe to our weblog and join with us on LinkedIn at Stewart Gandolf and Healthcare Success.