Generative AI: is health creative finally getting personal?

Last week we dropped into the #MMMMediaSummit, where healthcare marketers – including our very own Gabriel Stern (Health Studios) – gave an update on how generative AI is revolutionizing content creation and delivery in health. Here’s what we learned.

First off, it’s happening. 18 months ago, judges at Cannes Lions suggested health was adopting a wait and see approach to generative AI. Not so now. Today it’s being used to bring content personalization to HCPs and patients, helping brands deliver more relevant and targeted messaging based on AI-driven understanding of audiences. It’s enabling dynamic ad creation and programmatic advertising; automating copy as customers move through omnichannel journeys and connecting supply - and demand-side platforms to optimize content placement within the media buy. It’s also improving interactions post-prescription, removing barriers in the patient journey through the rapid delivery of personalized support and information.

From chatbots and virtual assistants to tailored campaigns and educational resources, generative AI is helping to close the ‘relevance gap’ between brands and their customers. In the process, it’s showing that AI isn’t just a tool for efficiency… it’s a tool for growth.

MMM panel 16 9 — Jack O'Brien: Managing Editor, MM+M; Paola Franco: US Marketing Lead, Johnson & Johnson, Gabriel Stern: Global CEO, Health Studios VML Health; Aimee Turner: Director, Media Strategy & Analytics, Moon Rabbit and Sneha Vats: EVP, Revenue and Operations, Healthcasts Media

It’s easy to see why healthcare marketers are exploring the opportunity. According to a recent report, companies that apply generative AI to customer-related initiatives can expect to achieve 25% higher revenue after 5 years than companies focused only on productivity. That’s highly appealing but achieving it in health is not without its challenges, with issues like regulatory compliance and AI biases presenting obvious obstacles. So how can we overcome them? The panel discussion at the #MMMMediaSummit provided a steer.

The most direct advice was to lose the idea that software will solve everything. AI can be truly transformative, but it must be connected to our ways of working; the MLR process, how we think about content, and how we make it modular. Bringing compliance into that discussion is essential. We have to take AI though every aspect of the MLR process and teach it to adhere to the regulations. In short, technology alone isn’t enough – the human aspects of implementing change are critical.

Once we put the boundaries in place, I don’t see why we shouldn’t use AI for every single piece of content. I see it being fully integrated with everything we do.

Paola Franco

US Marketing Lead, Johnson & Johnson

The same applies to AI biases. Generative AI is only as good as the people who train it, but there are biases inherent in all of us. Too often we anticipate the needs of the patient rather than listening to patients themselves. AI can articulate those insights at speed and scale, helping us ideate iterations of viewpoints to build better content. However, it’s the human touch that brings the empathy necessary to ensure personalized content hits home.

So, where’s this all going? According to Johnson & Johnson’s Paola Franco, the sky’s the limit. “Once we put the boundaries in place, I don’t see why we shouldn’t use AI for every single piece of content. I see it being fully integrated with everything we do.”

Central to everything is the data we feed into AI. As data scientists say: garbage in, garbage out. Conversely, high quality data breeds high quality outcomes. That should be everyone’s focus.

Whatever happens next, generative AI is here to stay. The challenge for health marketers is to use it wisely. That requires cross-functional dialogue that pulls everyone – including legal, procurement and internal partners – into the gen AI journey. It’s the key to making marketing more personal.

Thanks to all our panel partners who attended this lively discussion and also Gabi Stern for his insight – and our NYC envoy Elizabeth Govern for her reporting from the event.