Connecting with Care: How to Engage and Influence Healthcare Workers Through Marketing

Professionals that are marketing to the healthcare industry can use AI marketing tools to personalize, automate, and predict customer behavior. Here is how.

Heraclitus said that the only constant in life is change. This is certainly true of artificial intelligence (AI), which is constantly evolving and changing the way we live and work. As an AI researcher, it is my job to stay up-to-date on the latest AI developments, but it is a challenge because the field is constantly changing. This article will be accurate as of July 2023, but it is our intention to update it as AI technology continues to evolve.

Step 1: Navigating the Complexities of Marketing to Healthcare Professionals by Leveraging AI

The most fundamental principle of marketing is to deliver the right message to the right person at the right time. This means understanding your audience at a macro level, such as their demographics, interests, and pain points. It also means understanding them at a micro level, such as their online behavior and search history. With this knowledge, you can create targeted marketing campaigns more likely to resonate with your audience and generate results.

First, let’s look at the high level – who is your audience?

One of the most effective strategies for reaching and engaging healthcare professionals is having a clear perspective on your target audience. By understanding your target audience, you can tailor your marketing messages to their specific needs and interests. This will make your marketing more effective and help you attract more customers.

When it comes to marketing to healthcare professionals, conducting extensive buyer persona development is an invaluable yet complex process for impactful marketing. Creating fictional profiles of ideal target customers provides actionable insights into demographics, behaviors, interests, motivations, and challenges. This deep understanding enables emotional connections and tailored messaging that truly resonates with its target. Without this process, this information could be difficult, if not impossible, to obtain. The upfront investment pays off across strategy, positioning, and campaign execution. For organizations feeling directionless, focused persona-building may provide much-needed clarity and direction. While time-consuming, buyer personas remain vital for crafting personalized outreach and offerings.

AI Technology Aids: ChatGPT4, Bard, Claude.ai

We have used tools like ChatGPT4, Bard, and Claude.ai to develop foundational buyer personas. While these tools can be inaccurate by up to 50%, they can provide a strong organizational foundation and help to keep things organized before you take the persona back to your team to perfect and tweak. Once you have the persona, you can work through the questions and answers to ensure the details are accurate.

Another AI tool we like to use is Sparktoro, an audience research tool that helps you understand who your target audience is, what they talk about, and where to reach them. Sparktoro provides you with data on demographics, interests, online behavior, and social media activity.

This data can be used to create targeted marketing campaigns that reach your target audience more effectively and find digital marketing trends in reaching healthcare professionals. Sparktoro offers a variety of other features, such as influencer discovery, ad testing, and email finder.

Here are some of the features of Sparktoro:

• Audience Explorer: This tool allows you to search for any topic or keyword and see a detailed breakdown of the audience that is interested in it. This includes information on their demographics, interests, online behavior, and social media activity.
• Influencer Discovery: Sparktoro can help you identify influencers who are relevant to your target audience. You can see their reach, engagement, and audience demographics.
• Ad Tester: This tool allows you to test different ad copy and targeting options to see what performs best.
• Email Finder: Sparktoro can help you find the email addresses of your target audience.
• Export: You can export the data you collect from Sparktoro to a spreadsheet or CSV file.

Step 2: Develop an Editorial Calendar & Content Creation Schedule

The next step is to create a calendar to map out your publishing schedule. This will help you move from a reactive to a proactive marketing approach. Your editorial calendar will allow you to schedule your content in advance, including what you will write and when it will be published. This will help you stay on track and ensure that your content is relevant to your audience.

The editorial calendar will take into account key factors such as your business’s seasonality, upcoming trade shows, important events, and product launches. This will help you ensure that your content is aligned with your marketing goals and that it is reaching your target audience.

An editorial calendar and content creation schedule will ensure:

• Consistency: Establishes trust through regular, reliable content.
• Efficiency: Streamlines processes, enhancing content quality.
• Relevance: Aligns content with trends and updates.
• Engagement: Keeps the audience interested and sharing.
• Thought Leadership: Builds credibility and authority.
• Conversions: Guides readers toward becoming clients.
• Measurement: Allows tracking and refining of content performance.
• Promotion: Maximizes impact through targeted marketing.
• Adaptability: Flexibility to adjust to changes and opportunities.
• Professionalism: Reflects well on agency’s organization and commitment.

Once you have developed your editorial calendar, you can connect your content pieces to keywords optimized for SEO. You can also run your editorial plan through ChatGPT and ask it questions such as:

• Are there any gaps in my plan?
• Are there any critical keywords or elements in my plan that would have a greater impact on my potential audience?
• What am I trying to accomplish by consistently putting out content?
• What is the best mix of content formats for my audience?
• How often should I publish new content?
• What are the best times to publish content?
• How can I improve my content marketing strategy over time?

In summary, an editorial calendar and content creation schedule provide structure, consistency, and relevance to your marketing efforts. They help you effectively engage healthcare professionals, showcase your expertise, and ultimately generate more leads and clients for your marketing agency

Step 3: Targeted Messaging: Tailoring Your Marketing Approach for Healthcare Professionals by Priming Your Content

Many marketing companies make the mistake of assuming that AI-powered tools like ChatGPT4, BARD, or Bing AI can be used effectively without any planning or preparation. However, these tools are only as good as the data and instructions that they are given. If you want to get the most out of these tools, you need to take the time to understand your goals, your audience, and the data that you want to use.

We recommend using a process called chat priming to improve the accuracy and quality of your AI-powered chat tool. Chat priming involves providing the tool with as much contextual information as possible by initiating conversations with personalized, relevant content that addresses your specific pain points and interests, ultimately fostering meaningful connections and conversions. This helps the tool to better understand the context of your conversations and produce more accurate and relevant output.

Here are some of the things that we recommend priming your AI-powered chat tool with:

• Buyer personas: detailed profiles of your ideal clients, including their demographics, pain points, and goals.
• Statistics: Industry statistics and data about your competitors and target audience.
• Case notes: Case studies that showcase how your care and services have helped clients in the past.
• Quotes and testimonials: from thought leaders in your industry or your own clients.
• Best performing pages on your website: this gives the tool a better understanding of your brand and content.
• Best performing social posts: to give the tool a better understanding of your audience and how they interact with your brand.
• Your marketing materials: this will give the tool a better understanding of your messaging and tone of voice.

Note:

ChatGPT, Bard, and Bing have a limited context window, so you will need to break your primed content into 500-word segments if you want to use these tools.

Unlike ChatGPT, Bard, and Bing, Claude.ai has a larger context window, which means that you can upload or import up to 100k tokens worth of content. This is equivalent to 75,000 words, which is larger than most books. The more content you prime Claude.ai with, the better and more accurate results you will get.

Once you have primed your AI-powered chat tool with the necessary content, you can then prompt it to generate new content that is tailored to your specific needs. This content will be informed by the context that you have provided the tool, so it will sound like you and your brand.

Step 4: Connect to Marketing Automation

Marketing automation is a process that uses software to automate repetitive marketing tasks. This can help practices save time and money and to deliver more personalized and relevant messages to potential clients.

Before the advent of AI, drip marketing was a labor-intensive and inefficient process. Businesses had to manually create and send individual emails to each potential customer, which took a lot of time and effort. It was also difficult to track the effectiveness of these emails, as businesses had to manually track open rates, click-through rates, and other metrics.

Marketing automation has revolutionized the way businesses communicate with potential customers. By automating the process of sending emails, businesses can save time and resources, and they can also track the effectiveness of their emails more accurately.

Marketing automation is a powerful tool that can help healthcare professionals generate new business. According to HubSpot, 63% of businesses that use marketing automation report an increase in leads. This is a massive number, and it shows the potential of marketing automation for healthcare professionals.

Drip marketing is a type of marketing automation that involves sending a series of emails to potential customers over time. This is a very effective way to nurture leads and convert them into clients. By sending a series of emails that are tailored to the specific interests of each lead, you can build relationships with potential clients and increase the chances of converting.

Artificial intelligence (AI) is rapidly transforming the marketing landscape, and marketing automation is no exception. AI can be used to power marketing automation in a number of ways, including writing content for emails, tracking the effectiveness of emails, and personalizing emails for each individual recipient.

OpenAI’s Code Interpreter is a tool that can be used to analyze marketing automation data. This data can be used to track the effectiveness of marketing campaigns and make necessary adjustments. By analyzing their content, A/B testing, and reworking it, healthcare professionals can improve their results over time. Marketing automation can help businesses save time, resources, and money. It can also help you track the effectiveness of your marketing campaigns more accurately and generate more leads.

Step 5: Data-Driven Marketing: Leveraging Insights to Engage Healthcare Professionals with AI-Generated Social Media

Artificial intelligence (AI) can be used to generate social media posts that are relevant to your target audience and that contain the right messages to generate, nurture, and ideally convert leads into clients. However, it is important to remember that social media is designed to be social. While AI can save you time and energy, it cannot replace human creativity. Therefore, it is important to always revise and improve your content with a human touch.

AIPRM is a free Chrome plugin that connects to ChatGPT4 and can be used to generate AI-powered social media posts. With AIPRM, you can generate up to 30 social media posts by simply adding contextual details, such as your target audience and keywords, to your prompt.

Once you’ve generated some social media posts, you can import them into Canva.ai. Canva.ai is a tool that can help you create social media graphics in a variety of different formats, including those that are optimized for platforms like Facebook, Twitter, and Instagram.

Engagement is Key

While AI can be a great tool for generating social media content, it’s important to remember that it can’t replace human interaction. As people begin to engage with your posts, it’s important to have someone responsible for responding to comments and questions. This will help you to build relationships with your audience and create a more engaging experience.

Here are some additional tips for developing AI-generated social media posts:

• Use clear and concise language. AI-generated posts should be easy to understand and scannable.
• Use relevant keywords. Make sure that the keywords you use in your posts are relevant to your target audience and that they are likely to be searched for.
• Use eye-catching images. Images can help to make your posts more engaging and visually appealing.
• Track your results. Use analytics tools to track the performance of your social media posts and see what is resonating with your audience.

Step 6: Use Code Interpreter to Talk to Your Data

One of the most significant advancements offered to paid users of ChatGPT is Code Interpreter. This tool allows you to import data sets and spreadsheets into the AI, which then analyzes your data and creates visualizations that can help you understand it better. You can also ask Code Interpreter questions about your data, such as “What trends do you see?” or “Can you visualize the data in a way that’s meaningful?”

Data-driven marketing is the process of making decisions about your marketing campaigns based on data. This data can come from a variety of sources, including your website, Google Analytics, and social media. By analyzing this data, you can gain insights into your audience, their interests, and their behavior. This information can then be used to optimize your marketing campaigns and improve your results.

Here are some sample questions:

1. What are the most popular pages? This would help to understand what content is resonating with your audience and what you should focus on for future content creation.
2. Where are visitors coming from? This would help to understand where marketing efforts are most effective and where you should focus your attention.
3. What are the most popular keywords? This would help to optimize the website for search engines and attract more visitors.
4. What are the bounce rates? This would help to understand how engaged your visitors are with your content and where you can improve your website’s user experience.
5. What are the conversion rates? This would help to understand how effective your marketing campaigns are at converting visitors into clients.
6. What are the most popular social media channels? This would help to understand where your audience is spending their time and where you should focus your social media efforts.
7. What are the most popular times of the day? This would help to understand when your audience is most active and when you should schedule your marketing campaigns.
8. What are the most popular devices? This would help to understand how your audience is accessing the website and how you should optimize the website for different devices.
9. What are the most popular demographics? This would help to understand who your audience is and how you can tailor marketing messages to them.
10. What are the audience’s most popular interests? This would help to understand what your audience is interested in and how you can create content that is relevant to them.

The First Step to Take:

Artificial intelligence (AI) has revolutionized marketing to healthcare professionals. AI-powered tools can help marketers to understand their target audiences better, create more personalized marketing messages, and track the effectiveness of their campaigns.

Some people have expressed concerns that AI will eventually replace marketers altogether. However, I believe that AI will actually create new opportunities for marketers. By using AI to automate tasks and gain insights into consumer behavior, marketers can free up their time to focus on more creative and strategic work.

As Paul Roetzer said, “AI won’t replace marketers, but marketers who use AI will replace those who don’t.” If you’re a marketer who wants to stay ahead of the curve, you need to start using AI today.

If you are a healthcare professional that is looking for ways to improve your marketing, we encourage you to try this 6-step approach. In reality, there are a lot more steps you can take beyond this, but these 6 are a great starting point.

While this article may make using AI for marketing sound simple, we don’t want to mislead you. There are many factors to consider when implementing AI into your marketing strategy, and it is important to have the right expertise and resources in place.

That is why it is often recommended to work with an agency that specializes in AI-powered marketing. These agencies can help you to understand the benefits of AI, identify the right use cases for your practice, and implement AI solutions that are scalable and effective.

By working with an agency, you can ensure that you are getting the most out of AI for marketing. This can help you to improve your results, outperform your competition, and achieve your business goals.

If you’d like to know how we’ve helped organizations like yours, please reach out to us.