Artificial Intelligence (AI) isn’t a buzzword or the plot of a sci-fi movie. It’s actually revolutionizing sales and marketing in every industry, including healthcare. While there are lots of AI solutions to streamline the buyer’s journey and automate campaigns, you’ll want to choose a tool you know has the features that will make a difference in your workflow.
This isn’t a question of should you embrace AI but rather how to embrace AI. There is also the need to strike the right balance of science and human touch points that will propel your prospect to convert. Let’s explore how AI is changing the healthcare marketplace.
Planning great content for each sales meeting with hospital execs and physician leaders is equally, if not more, important than the actual meeting. Without a focused agenda, the right content, and a maniacal focus on progressing the relationship to the next step, you'll be wasting everyone's time.
The more a marketer knows about a specific healthcare provider, the greater that marketer’s ability to deliver relevant and meaningful content
Like many well-seasoned healthcare marketers, planning and executing outreach campaigns to target physicians may conjures up memories of poring over countless spreadsheets, with a feeling of dread that you'll be faced with a sparsely-filled hotel conference room on the day of the event. The lesson learned is that the success of any given physician marketing campaign relies on your ability to identify, understand and meaningfully engage the right physicians.
While healthcare data is becoming more available by the day, the challenges inherent in working with these data are increasing in number and complexity.
Since most available healthcare data is derived from financial reporting and accounting systems (EHRs, by design, are billing systems, and most third-party healthcare data comes from the 'switches' that connect providers with payers to facilitate payment), the data structure, field availability and ease of analysis are all skewed toward financial reporting purposes not so much toward extracting other business value.
Healthcare data structure, field availability, and ease of analysis are skewed towards financial reporting purposes.