• by Les Luchter , December 30, 2024

The rise of AI in healthcare marketing and patient care figures prominently in end-of-year trends reports released separately by two healthcare industry vendors: Doceree, a marketing platform, and Vizient, a consultant to healthcare/hospital systems.

AI in combination with dynamic creative optimization helps deliver “tailored, impactful content to individual HCPs [healthcare providers],” says Doceree in its report. It also combines with human expertise in “collaborative intelligence,,,for enhanced decision-making and campaign execution.”

Reporting 50% higher conversion rates through AI-driven segmentation that leverages intelligent targeting and personalized campaigns, Doceree points out that “behavioral forecasting is now predicting HCP responses, static segmentation has been replaced by dynamic, real-time audience cohorts” and “AI ensures consistent personalization across channels.”

TheDoceree report also cites a 30%increase in campaign relevance through NLP (Natural Language Processing) insights,which enhance targeting, and 50% better outcomes through predictive analytics tools, which allow marketing teams to “focus on what works, reduce wasted effort, and time their outreach more effectively.”

Generative AI is “redefining content creation and delivery,” Doceree says, as “AI-driven systems continuously optimize content based on real-time engagement data, ensuring messages remain relevant and impactful.”

Doceree stresses that “pharmaceutical marketing teams are discovering something interesting about AI - it works best not as a replacement for human judgment, but as a partner that helps teams work more effectively. This shift is especially clear in how marketing teams are using AI to understand and connect with HCPs.”

Vivient concurs about the human-AI connection, adding “While there is broad consensus that clinicians will not be replaced by advanced analytics or AI, those who do use it to augment their work will replace those who do not.”

Vivient recommends that healthcare systems “greenlight advanced analytics and AI investment” to allow clinicians to “augment…decision-making and patient care,” which gets optimized by “summarizing complex electronic health records [EHR] and identifying care gaps earlier, screening for high risks, reducing unnecessary testing, monitoring remotely and tracking missed appointments and medicationrefills.”  

Indeed, “seamless EHR systems integration” can elevate point-of-care marketing, says Doceree in relating another healthcare trend.

Additional trends reported by Doceree include data-centric and privacy-first strategies (“leveraging first-party data to drive precision engagement while prioritizing trust and compliance”) and patient-centric approaches (“aligning marketing strategies with clinical decision-making to improve healthcare outcomes”).