How AI Will Impact Your Healthcare Website

Your kid wakes up with an earache on a Saturday.

“Hey Google, where’s the nearest Urgent Care?”

You opt for a quick voice command because, let’s face it, sometimes your hands are full and you need answers fast. And when Google pulls up the closest option, you find their website has a smart AI chat ready to go.

No need to click around for appointments or insurance info. Just type—or speak—your question into the chat.

Speed Up Your Search with AI

Finding the information you need online is faster than ever with artificial intelligence (AI). AI makes the web more convenient in all kinds of ways, including:

• Chatbots: They’re available 24/7 on websites.
• Voice assistants:  It’s not the giant it once was (remember when we thought it was going to change everything?), but still handy for quick searches.
• Personalized content: AI curates and recommends additional content based on what the users like.
• SEO (Search Engine Optimization): Google’s rankings have always been assisted by machine learning.
• SGE (Search Generative Experience): AI creates answers on the spot, keeping users on the results page. But is it always accurate?
• User experiences: Improved UX is built on predictive data and insights.

There’s no doubt artificial intelligence and machine learning are here to stay. The question is: As a marketer, how will you use them to your advantage?

AI in Action: A Healthcare Case Study

Take Piedmont Healthcare’s experience, for example. Their challenge? Visitors were bouncing off their site within seconds. After deploying a chatbot, they saw engagement skyrocket. This AI-powered assistant not only answered FAQs but also connected users to live agents for complex queries.

• 92 percent of customers feel satisfied when they use a chat feature, compared to other options.
• 9 out of 10 consumers say they want to use messaging to interact with businesses and brands.
• 73 percent of consumers say that valuing their time is the most important thing companies can do to provide them with good customer service.

AI + live chat = the perfect team

For Piedmont, AI facilitated a seamless transition to a live person. It’s responsive 24/7, even when a real person can’t be there. And by outsourcing FAQs to AI, customer service agents could spend more time on complicated patient calls.

When users visited the Piedmont website, the chatbot asked one question: “Can I help answer something for you?”

Questions from users came rolling in.

• “Where is the cafeteria at Piedmont Newnan?
• “Do you take PeachState insurance?”
• “I need to talk to someone about my bill.”
• “Do you have a daycare?”

Over 27,000 interactions, a significant drop in bounce rates, and an impressive $5 million in billing queries resolved through chat in 2 years. We’d call that a success.

AI’s Role in the Patient Journey

As Piedmont proves, AI can make user experiences better. It improves productivity, efficiency and profitability. It provides information on our audience we may otherwise never know, which enables us to make smarter decisions.

When used intelligently (pun intended), AI can help us unleash strategic, creative potential we never knew we had.

So now you’re convinced that you need AI — but are you overwhelmed by the idea of incorporating it into your marketing? Getting your content strategy aligned with an AI future is a good place to start.

Why start with strategy?

AI’s a bit of a mystery – lots we don’t know yet. That’s why starting with a solid strategy is key. It lets us marketers stay the course but adapt as the game changes. Sure, SEO and patient-first content are still king. But thinking ahead? That’s how we stay in the game.

Stay Ahead with AI

Healthcare marketing is on the move, and AI seems to be charting the course. But with a little knowledge and a lot of “don’t panic!” you can steer the ship, not just ride the waves.

Ultimate Guide to AI