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Posted by Bill Gadless on May 22, 2023

Unleashing the Potential: AI’s Transformative Impact on Healthcare and Pharma Marketing

The advent of artificial intelligence (AI) is bringing about transformative change across industries, with an estimated global economic impact of AI expected to reach around $15.7 trillion by 2030, as per PwC’s report, “Sizing the Prize: PwC’s Global Artificial Intelligence Study: Exploiting the AI Revolution.” Marketing is no exception to this AI revolution, particularly in sectors such as healthcare and pharmaceuticals. Gartner predicts that by 2025, 75% of healthcare organizations will have invested in AI, with marketing strategies being a significant focus area.

This article explores how AI is poised to reshape marketing in the healthcare and pharma sectors. With a spotlight on data, insights, and advice, we’ll help marketers and agencies rethink their strategies to harness the power of AI effectively.

Statistical Insight: A staggering 97% of businesses believe that ChatGPT will benefit them. One in three businesses plan to use ChatGPT to create website content, while 44% aim to generate content in multiple languages. (Source: Forbes Advisor: 24 Top AI Statistics And Trends In 2023)

The Rise of AI in Marketing

AI, a branch of computer science that involves creating machines capable of learning and problem-solving, has seen a significant rise in recent years. The AI market size was valued at $62.35 billion in 2020 and is expected to grow at a compound annual growth rate (CAGR) of 40.2% from 2021 to 2028.

Marketing, especially in the healthcare and pharma sectors, has evolved with technological advancements. According to BCG, the use of AI in pharma and biotech marketing increased by 50% between 2019 and 2020 alone. The growth is driven by AI’s potential to revolutionize traditional practices, offering innovative solutions, and unparalleled efficiencies.

This revolution spans multiple aspects of marketing, from brand strategy and market research to content creation, digital marketing, and beyond. Let’s dive into how AI is redefining these areas.

Statistical Insight: The global AI in healthcare market is expected to grow at a CAGR of 41.5% from 2020 to 2027 to reach $51.3 billion by 2027 (Source: Fortune Business Insights.)

Impact of AI on Brand Strategy

A brand strategy is a long-term plan that shapes a brand’s identity, values, and actions to create a unique and memorable impression on its target audience. As we transition into an AI-driven era, brand strategy is one of the areas witnessing profound changes.

AI allows for the personalization of brand messaging at an unprecedented scale. A survey by Evergage shows that 80% of customers are more likely to purchase from a brand that offers personalized experiences. In the healthcare and pharma sectors, AI tools such as machine learning algorithms and chatbots facilitate personalized customer experiences, helping brands foster stronger relationships with their audience.

Additionally, AI enables more effective monitoring and analysis of brand reputation. Tools like Brandwatch use AI to analyze millions of online conversations and provide insights into public sentiment towards a brand.

Marketers must embrace this AI-driven era by actively incorporating AI tools into their brand strategy. These tools not only help in creating personalized experiences but also provide valuable insights into brand performance and audience sentiment.

Statistical Insight: 84% of customers say being treated like a person, not a number, is very important to winning their business. AI-driven personalization is seen as a key strategy for achieving this in marketing, including in healthcare and pharma (Source: Salesforce).

AI in Market Research

Market research plays a critical role in understanding customer needs, market trends, and competitive landscape. Traditional methods of market research, however, can be time-consuming and prone to bias. AI has emerged as a game-changer in this domain.

AI-powered market research tools use machine learning and natural language processing (NLP) to gather and analyze large volumes of data from various sources, including social media, online reviews, and customer feedback. According to a report by Deloitte, about 70% of companies expect to increase their use of AI for customer insights over the next two years.

Given the ability of AI to deliver quick, accurate, and deep market insights, marketers in healthcare and pharma sectors must integrate AI into their market research practices to stay ahead in the competitive landscape.

Statistical Insight: AI could create $3.5-$5.8 trillion in value annually across nine business functions in 19 industries, including the healthcare sector (Source: McKinsey Global Institute).

Role of AI in Content, Websites, and Copywriting

Content is the heart of effective marketing, while websites serve as the virtual storefronts for businesses. In the age of AI, these critical aspects of marketing are undergoing remarkable transformations.

In healthcare and pharma, AI helps generate content that’s not only tailored to the audience but also optimizes search engine performance. According to a report by Semrush, 77% of marketing professionals are already using AI for their SEO strategy. AI tools can identify relevant keywords, predict user intent, and offer content recommendations, enhancing the potential reach and impact of content.

AI-powered chatbots are becoming indispensable tools for healthcare websites, offering 24/7 customer service, appointment scheduling, and providing personalized recommendations. Juniper Research predicts that chatbots will be responsible for cost savings of over $8 billion annually by 2022.

The AI revolution thus compels marketers to rethink their content and website strategies, emphasizing personalization, SEO optimization, and dynamic customer interaction.

Statistical Insight: According to a study conducted by Adobe, 91% of leading businesses are already investing heavily in AI and machine learning for their customer experience programs. This includes using AI to tailor website content, recommend products or information, automate communications, and even write promotional copy. (Source: Adobe, Digital Trends)

AI and Digital Marketing

Digital marketing encompasses all marketing efforts that use an electronic device or the internet, such as SEO, email marketing, social media, and paid digital media. Digital marketing is particularly crucial in the healthcare and pharma sectors due to the need for precise targeting and compliance with stringent regulations.

AI is making digital marketing more efficient and effective. For instance, AI-driven SEO tools can analyze user behavior and optimize website content for search engines. AI-powered programmatic advertising allows for real-time optimization of digital ads, resulting in lower costs and higher conversion rates. 86% of marketers plan to invest in AI and machine learning for their advertising efforts.

With AI revolutionizing digital marketing, healthcare and pharma marketers should embrace AI tools to improve targeting, enhance customer engagement, and optimize their advertising strategies.

Statistical Insight: A survey from Salesforce indicated that 70% of marketing leaders believe AI is essential in providing personalized customer engagement, with 77% already using AI for their digital marketing strategy. This demonstrates the widespread adoption and perceived value of AI in the digital marketing space. (Source: Salesforce, “State of Marketing, 6th edition“)

AI in Social Media and Video Marketing

Social media and video marketing are critical channels for brands to connect with their audience, and AI is transforming these fields.

AI’s ability to analyze vast amounts of data can help identify trends, personalize content, and enhance user engagement on social media platforms.

Moreover, AI tools like deep learning algorithms can sift through a sea of social media posts to provide valuable insights about brand perception, trending topics, and user sentiment. This assists in tailoring a more effective social media marketing strategy.

In video marketing, AI is playing an instrumental role in content creation, personalization, and analysis. For instance, AI can generate short promotional videos, personalize video content based on viewer preferences, and analyze user engagement with video content.

Given the immense potential of AI in social media and video marketing, it is imperative for healthcare and pharma marketers to adopt AI tools and technologies in their strategies.

Statistical Insight: According to a report from Hootsuite, 80% of businesses used social media for customer service. AI is increasingly driving this trend, with chatbots and other AI tools playing key roles in managing customer interactions on social media platforms. (Source: Hootsuite: Global Digital Overview“)

Additionally, AI-driven video content is becoming increasingly popular. Online videos are expected to make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017, according to Cisco. AI is aiding in video content creation, curation, personalization, and recommendation systems. (Source: Cisco, “Cisco Internet Report”)

AI in Public Relations (PR)

Public relations plays a crucial role in managing a company’s image and building strong relationships with key stakeholders. AI is driving significant transformations in PR.

AI-powered tools can analyze online news and social media platforms to track mentions of a brand, understand public sentiment, and provide real-time alerts.

Given the influence of AI on PR, it is crucial for healthcare and pharma marketers to utilize AI tools to enhance their PR strategies.

Statistical Insight: Despite all of their comms expertise, PR pros are still wet behind the ears when it comes to artificial intelligence, according to a survey. Less than 25% of agencies, brands and independent consultancies are changing how they work with AI. (Source: WE Communications and the USC Annenberg Center for Public Relations)

AI in Investor Relations (IR)

Investor relations is an essential part of maintaining a healthy relationship with shareholders, and AI is proving to be a powerful tool for enhancing IR strategies.

AI can assist in several ways, including predictive analytics, investor targeting, and automating communication. For instance, AI algorithms can analyze historical data to predict future trends and offer insights that guide decision-making. Many investors consider non-financial data, which can be processed efficiently by AI, when making investment decisions.

Healthcare and pharma companies should embrace the potential of AI in their IR strategies. AI can offer in-depth insights, improve communication, and ultimately, make a significant impact on a company’s relationship with its investors.

Statistical Insight: According to a survey by the National Investor Relations Institute (NIRI), 32% of investor relations (IR) professionals surveyed said they have already implemented or are currently testing AI and machine learning tools to assist in their work. These tools are primarily being used for tasks such as data analysis and predictive analytics. (Source: National Investor Relations Institute, “Investor Relations Benchmark Report“)

AI in Employee Recruitment Marketing

In the fiercely competitive healthcare and pharma sectors, attracting and retaining the best talent is vital. AI is becoming an increasingly important player in recruitment marketing.

AI can automate routine tasks in recruitment, like candidate sourcing and initial screening, thereby speeding up the process and reducing human error. Tools like chatbots can also engage candidates, providing them with information and answering their queries.

For marketers involved in recruitment, AI offers a powerful set of tools that can improve efficiency, engage candidates, and ultimately attract the best talent.

Statistical Insight: According to a LinkedIn report, 76% of recruiters believe that AI’s impact on recruiting will be at least somewhat significant, with areas such as sourcing, screening, and scheduling candidates being transformed. (Source: LinkedIn, “Global Recruiting Trends“)

AI in Event Management and Marketing

Events, including tradeshows, conferences, and speaking engagements, are key to networking, brand exposure, and business growth in the healthcare and pharma sectors. AI is beginning to reshape how we plan, manage, and market these events.

AI-powered tools can assist in several ways: personalizing event experiences, optimizing networking opportunities, and streamlining event logistics and management. For example, AI can analyze attendee preferences to customize event schedules, ensuring a more engaging and relevant experience for each participant.

AI also enhances event promotion and attendee engagement. By analyzing attendee data, AI can create personalized event invitations and recommendations, boosting registration and attendance rates. Furthermore, AI-powered social media tools can monitor and analyze online conversations about an event, providing valuable feedback for future planning.

AI is a game-changer for event management and marketing. By harnessing the power of AI, healthcare and pharma companies can create more engaging, efficient, and successful events.

Statistical Insight: According to Bizzabo’s “Event Marketing Report,” 85% of event marketers plan to invest in AI to automate personalized experiences, drive event registration, and gain attendee insights. (Source: Bizzabo, “Event Marketing Report“)

The Way Forward: Embracing AI in Marketing

The impact of AI on marketing in the healthcare and pharma sectors is vast, touching every aspect of traditional marketing strategies. AI can drive personalization in brand strategy, enhance market research, revolutionize content creation and digital marketing, and even shape PR, IR, recruitment, and event strategies.

By embracing AI, companies achieve remarkable results: better customer engagement, improved brand performance, more effective advertising, and stronger relationships with key stakeholders.

As we move forward into an increasingly AI-driven world, healthcare and pharma marketers need to recognize the potential of AI and reshape their strategies accordingly. By doing so, they can leverage the power of AI to drive their businesses to new heights.

AI Adoption: Barriers and Solutions

Despite the significant benefits of AI, there are still barriers to its widespread adoption in healthcare and pharma marketing. These include a lack of understanding of AI capabilities, data privacy concerns, regulatory challenges, and the need for substantial initial investment.

To overcome these barriers, businesses need to prioritize education about AI, both at the managerial and operational levels. They should also establish clear ethical guidelines for data use and invest in data security measures. Collaborating with regulatory bodies can help navigate the complex regulatory landscape of AI. While the initial investment in AI can be high, the potential for cost savings and increased revenues over the long term make it a worthwhile investment.

In-Depth AI Technology Discussion

While we’ve discussed the impact of AI on various marketing strategies, it’s essential to delve into the specific AI technologies that are driving these changes. These include machine learning, natural language processing (NLP), and chatbots.

A. Machine Learning

Machine learning is a subset of AI that involves the use of algorithms that can learn from data and make predictions or decisions. In the context of healthcare and pharma marketing, machine learning can analyze customer data to provide insights into behavior and preferences, enabling more personalized marketing.

B. Natural Language Processing (NLP)

NLP is a field of AI that focuses on the interaction between computers and humans through language. It’s used in various aspects of marketing, such as content creation and customer service.

C. Chatbots

Chatbots, powered by AI, can simulate human conversation and are increasingly used in customer service, helping to answer customer queries round-the-clock and offer personalized recommendations.

The Philosophies Driving AI Adoption in Marketing

Understanding the philosophies and attitudes that drive the adoption of AI in healthcare and pharma marketing is crucial. Two primary philosophies seem to be leading the charge: customer-centricity and data-driven decision making.

A. Customer-Centricity

At its core, marketing is about understanding and meeting the needs of customers. AI is increasingly seen as a tool that can help companies create more personalized, customer-centric experiences. AI can analyze customer behavior and preferences at scale, enabling companies to tailor their content, products, and services to meet individual customer needs. This philosophy of customer-centricity is driving the adoption of AI in many aspects of marketing, from content creation to digital advertising.

B. Data-Driven Decision Making

Another key philosophy behind the adoption of AI in marketing is the belief in data-driven decision making. With the ability to process and analyze vast amounts of data, AI provides insights that can guide marketing strategy and decision making. This helps to reduce the guesswork and intuition traditionally associated with marketing and enables companies to make more informed, effective decisions.

Reshaping Attitudes towards AI in Marketing

Given the transformative potential of AI, it’s essential for healthcare and pharma marketers to reshape their attitudes towards AI. Here are some ways this can be achieved:

A. Education and Training:

It’s crucial for companies to invest in education and training to help their employees understand the potential of AI and how to use it effectively.

B. Collaboration:

Working with AI technology providers and consulting experts can help companies better understand the opportunities and challenges associated with AI.

C. Experimentation:

Encouraging a culture of experimentation can help companies explore the potential of AI in various aspects of their marketing activities. This can help them understand the practical benefits and challenges of AI and find the best ways to integrate it into their strategies.

Looking Ahead: The Future of AI in Healthcare and Pharma Marketing

As we look to the future, it’s clear that AI will continue to reshape the landscape of healthcare and pharma marketing. With advancements in machine learning, natural language processing, and other AI technologies, the potential applications of AI in marketing are virtually limitless.

As AI continues to evolve, we can expect to see even more personalized customer experiences, more effective marketing strategies, and stronger relationships between companies and their stakeholders. While there will inevitably be challenges along the way, the potential benefits of AI for healthcare and pharma marketing are enormous.

By embracing AI, healthcare and pharma companies have the opportunity to lead the way in this exciting new era of marketing. The future of marketing is AI-driven, and the future is here.

emagineHealth is the digital-first, AI-powered agency for healthcare and biopharma. Let’s work together to optimize your marketing strategies leveraging AI and chatbot technology.

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