October 30, 2024
Offering quality care is not enough to stand out in a competitive healthcare market. Patients now expect personalized, seamless digital experiences at every turn. Miss the mark, and your brand could easily get left behind. As healthcare becomes more consumer-driven, machine learning (ML) and GenAI are becoming must-have tools — not only enhancing patient care but also helping healthcare brands to build deeper connections with their customers.
Valtech USA’s Consumer Healthcare Research Survey found that 40% of healthcare organizations consider technology partnerships essential to gaining mindshare and redefining patient experiences. Whether it’s ensuring brand consistency, driving creativity or creating personalized content at scale, ML and GenAI offer powerful new opportunities to elevate brand experiences. Here are three ways these transformative technologies are enabling healthcare organizations to amplify their brand impact.
1. Baking in brand consistency
Trust and consistency are critical in healthcare. Patients expect reliable, predictable experiences, and any interaction that feels out of place can quickly undermine trust. Yet for large healthcare organizations, maintaining a unified brand voice across multiple departments and locations can be challenging. This is where ML and GenAI can be game-changing.
Imagine a system that automatically checks every piece of content for tone, language and compliance before it goes live. Machine learning models can flag anything off-brand, ensuring that your messaging stays true to who you are — all while significantly reducing time-consuming human reviews. While GenAI can assist with quickly creating on-brand materials and by enforcing workflow steps to flag problematic areas or to suggest changes before publishing.
Brand voice is a key part of maintaining brand consistency, but 68% of IT leaders told Valtech that maintaining a conversational, unified tone is a significant challenge. By automating brand governance, an organization can ensure that whether patients are reading a blog, scheduling an appointment or engaging with a chatbot, they’re experiencing a brand they trust at every touchpoint. It’s not just about keeping your brand recognizable — it’s about building lasting relationships.
2. Scaling up creative edge
Traditionally, healthcare brands have struggled with balancing creativity and compliance — often resulting in organizations choosing to play it safe. But in an evolving and hugely competitive marketplace, treading the same old creative ground is unlikely to get you noticed. Differentiation is key to success.
ML and GenAI tools allow healthcare brands to experiment with creative, insightful content on a whole new level. Organizations are no longer held back by resource-heavy content-creation processes. GenAI can generate vast amounts of on-brand, personalized content variations that resonate with specific patient groups. Organizations are no longer asking, “How can we do more with less?” but instead “How can we compete effectively at a greater scale?”
For years, production and governance challenges have limited bold creative moves. But as experimentation with ML and GenAI tools grows, healthcare brands are embracing the freedom to introduce a more distinct, authentic voice into their brand experience — without sacrificing compliance or racking up huge costs. This shift opens the door for large organizations to embrace innovation, test new strategies and frees up internal teams to flex their own creativity.
3. Personalizing brand experiences
Patients are looking for content and interactions that speak directly to their needs, and healthcare brands that can deliver this are the ones building real connections. Our Consumer Healthcare Research Survey found that 50% of providers are already using new content formats like digital guides, videos and personalized materials to boost patient satisfaction.
By tailoring content to the unique needs of each patient, healthcare organizations can foster deeper relationships, creating a sense of loyalty and trust. With ML and GenAI, brands can scale these personalized experiences effortlessly. From providing customized treatment plans to sending tailored health reminders, this level of personalization allows patients to feel seen and understood. The result? Stronger engagement, improved satisfaction and a deeper connection with patients. Every interaction becomes an opportunity to build trust, turning everyday touchpoints into moments that strengthen the patient-provider relationship in meaningful ways.
Join us to explore the future of healthcare
As healthcare continues to evolve, staying ahead means tapping into the potential of ML and GenAI. These tools are already changing everything, empowering brands to connect with patients, build trust and create scalable, personalized content like never before.
