Are you up to speed on ChatGPT? Is your organization counting on you to be the expert? Explore the opportunities and threats with our panel of industry leaders — and stay ahead of the curve.
This webinar was presented on May 24, 2023, by eHealthcare Strategy & Trends and sponsored by Aha Media Group. The panel included:
- Ahava Leibtag, President of Aha Media Group
- Chris Hemphill, Director of Commercial Intelligence at Woebot Health
- Chris Pace, Chief Digital Marketing Officer at Banner Health
- Alan Shoebridge, Associate Vice President for National Communication at Providence
We broke down the hour (plus) conversation into key takeaways and burning questions. Read on to learn:
- Perspectives on Generative AI Models in Healthcare Communications
- Use Cases for AI and ChatGPT in Healthcare Communications
- What Healthcare Communicators and Marketers Should Know About ChatGPT
- The 3 Ps of ChatGPT for Healthcare Comms: Privacy, People, Processes
And get answers to your biggest questions:
- Should my Hospital Ban ChatGPT?
- Is ChatGPT Coming for My Job?
- How Can I Be a Safe Steward of AI Technology?
Generative AI models in healthcare communications hold a lot of power. They can analyze vast amounts of data to uncover meaningful insights and make accurate predictions. These models could revolutionize healthcare practices, enabling precise and effective care.
But they are only as good as the data we feed them.
When data is incomplete (like with ChatGPT), it creates gaps in AI’s ability to analyze and make reliable predictions. This can lead to misinformation, false claims and catastrophic outcomes.
When we use generative AI models in healthcare communications, finding the right balance between excitement and responsibility is essential. These models have some cool applications, like creating personalized healthcare plans and improving how doctors interact with patients. But we have to use them responsibly.
We’re playing with fire: proceed with caution
Government regulation is key in social media and AI technology discussions. Congress has held hearings to address the need for regulations and is considering establishing a separate agency to ensure data transparency and honesty. We must hold these platforms accountable and promote responsible practices.
The impact on mental health, especially among young people, is a growing concern. Studies reveal alarming statistics, like a significant percentage of young girls creating suicide plans. Many experts believe this rise in mental health issues is connected to the emergence of social media. It’s essential to recognize these trends and take steps to address the potential negative effects on mental well-being.
Responsible use and caution should guide us as we navigate this landscape. We have seen alarming cases of harm caused by AI technology, such as the spread of deep fake images and false information through social media.
To ensure the responsible use of AI, we must be stewards of the technology. Be mindful of its impact and make informed decisions to mitigate potential risks and promote positive outcomes.
Are you using generative AI in your healthcare marketing and communication workflows? Based on our poll of more than 200 people, close to 68% are.
Generative AI allows healthcare marketing teams to create personalized and targeted campaigns by analyzing patient data, resulting in more engaging and relevant communication.
AI-powered content generation can streamline the creation of high-quality materials, saving time and resources for marketing teams. When used safely, generative AI has the power to enhance healthcare marketing strategies and effectively connect with the target audience.
Potential use cases for nonclinical applications include:
- Generating ideas: coming up with potential headlines or a list of tactics
- Meta description writing
- Creating job descriptions
- Generating multi-channel assets based on completed brand assets
- Creating and editing graphics and images
ChatGPT offers potential benefits for healthcare communicators and marketers. It can assist in tasks like generating thought starters and creating press release summaries. But be careful regarding quality, copyright and confidentiality. By staying informed and using ChatGPT strategically, healthcare professionals can leverage its potential while maintaining an authentic and effective communication strategy.
Leveraging the power of ChatGPT opens new possibilities and challenges. To use ChatGPT effectively, consider three crucial aspects: privacy, people and processes.
Privacy concerns, particularly regarding HIPAA compliance and data protection, require utmost caution and adherence to strict guidelines. Additionally, optimizing the capabilities of human resources and refining existing processes are vital for ensuring smooth workflow and maintaining high content standards.
While concerns about privacy and usage exist, there’s a strong case for incorporating this tool in healthcare communications. Or, at least, beginning to explore it.
By using ChatGPT’s prompts and suggestions as a starting point, communicators can overcome writer’s block and efficiently generate ideas. It serves as a valuable productivity tool, aiding research and content creation while maintaining the integrity of your brand voice and tone.
Rather than dismissing it, healthcare organizations should adapt to its presence as it increasingly integrates into popular software platforms.
There are 4,000 open jobs for prompt engineers in the U.S. right now. Including one that was recently posted by Boston Children’s Hospital.
Do healthcare marketers need to worry about losing their jobs to prompt engineers?
Not really. While familiarity with writing prompts can be helpful for marketers, it’s just one piece of the puzzle. Marketing involves skills — audience research, content creation, branding and analytics — that can’t be replicated by AI (yet).
Prompt engineers may contribute to AI-driven communication, but marketers bring expertise in healthcare, consumer understanding and storytelling that can’t be replaced. By collaborating and combining the strengths of both roles, you can create compelling healthcare communication.
So, no need to panic, marketers, you still have an essential role to play.
In the ever-evolving world of AI technology, it’s crucial to be a responsible steward. We’re learning alongside this technology, figuring out how to prompt it and use it wisely. We have to be cautious and use guardrails to prevent disaster.
Collaboration with colleagues and agencies is key. Lean on their expertise, ask for input and be smart about your decisions. The demand for prompt engineers is booming, but let’s prioritize safety and responsible AI implementation.
Want to continue the conversation?
Contact Ahava to ask all of your burning AI questions.