The Ai Revolution:

Redefining Healthcare Marketing

Considerations for the implementation of Ai

The Human element

Human supervision is required to ensure AI output is reliable and accurate. Rather than relying on generative AI for content creation, marketers should view generalised AI as a collaborative tool to assist in brainstorming and idea generation processes. AI models still make mistakes and do not have emotions to deal with sensitive topics in an empathetic manner. Using generative AI also presents a risk of generating content that contains inappropriate responses, misrepresentation and misinterpretation caused by a lack of contextual understanding. Human oversight and involvement in the use of generative AI is imperative. In light of ethical concerns, the human using the tool has to be responsible for AI outputs that are used or implemented.

Evolving restrictions on use of gen AI in healthcare

In 2023, the EU reached a provisional agreement on the AI Act. Brands who do not comply with these guidelines are likely to face disciplinary action. Even though governments around the globe are pursuing best practices for AI, regulations will vary. It is crucial for brand managers to stay updated on specific laws in their country of operation.
To maintain brand trust, organisations should be transparent about the source of AI-generated content.

Waning consumer trust caused by cybersecurity breaches and data leaks

According to the United Kingdom's Information Commissioner's Office, cyber-related attacks in the health sector more than tripled from 3% in 2018, to 10% in 2022. The Health Service Executive (HSE) recorded more than 500 data protection breaches in 2022. In mid 2023, it was reported that 8 in 10 health organisations in the UK have had a security breach since 2021. In late January 2024, a data breach in the health insurance sector compromised the personal information of over 33 million people in France.

The WHO has raised concerns about the rapid adoption of LLMs within healthcare, noting the lack of caution taken when using these platforms could hurt patients. Motivated by financial gain, cybercriminals collect sensitive data to extort or sell. It is natural for consumers to lose trust in brands who have experienced data leaks and consciously choose to engage with organisations that seem more secure.

To build resilience, a sizeable budget must be allocated to ensure data security, which is fundamental to patient trust and system integrity. Should there be an instance of a data breach, marketers should respond swiftly to mitigate further damage to the brand's reputation. Brands must take accountability for its oversight and engage in transparent communication directly with customers.