AI and Ideas Part 2: How Technology, Creativity and Data Come to Life in Modern Healthcare Marketing

This is Part 2 of a two-part series on the role of AI in modern healthcare marketing.

Modern healthcare marketing is evolving. It is evolving from multi-channel to omnichannel experiences. It is evolving because technology is generating better ideas that fuel creativity, additional scale and more effective media targeting. It is evolving to the point where we’re utilizing marketing tactics such as gaming, which were previously only used by CPG and technology brands, to reach and educate patients and doctors. Patient and healthcare providers now expect healthcare brands to deliver the same experiences they receive from large consumer brands. How can healthcare marketers and communicators keep up?

At Real Chemistry, we are obsessed by these trends – specifically, how artificial intelligence (AI) meets ideas to deliver truly omnichannel experiences. These concepts are deeply embedded in the company’s mission, vision and core values. At this year’s Digital Pharma East Conference, we’ll be talking about the role AI plays in healthcare marketing, how creativity and channels are being impacted by the emergence of new platforms and technology, and how these disparate components can be brought together to drive business results.

The Real Chemistry Activation Team sits on the front lines of these trends, so they have a unique perspective on how these trends play out in practice every day. I want to share with you the perspectives of Emily Savage and Amanda Canter, both rising stars in the Activation Team at Real Chemistry. They each capture these trends well and do a great job setting up the conversation we’re set to have at the conference. Emily's perspective is featured in Part 1 of this series and Amanda's perspective is featured below.

– Chuck

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Visit Real Chemistry at Booth #19

By Amanda Canter, Senior Manager, Social

People want real. They want to see themselves reflected in a brand’s work – from social media posts to commercials to billboards – or else they fail to find that connection, and thus the brand loses its relevance. I consider myself a social media expert, so I can speak to my experience working with audiences who pay attention to Instagram, Twitter and all the apps we’ve come to know and learn (and… dare I say… love?) as marketers. BeReal and TikTok stand out to me as the most personable, relevant and, well, REAL social platforms out there. They take creative expression to a new level, allowing people of many ages and across many walks of life to talk about things that are important to them, or even share mundane moments that are turned into something funny, interesting or gratitude-worthy.

When it comes to healthcare, especially in the U.S., many people don’t have the tools or resources to access the care they need. I recently listened to a Real Chemistry webinar focused on health equity (led by our Business Resource Groups ROOTED and HOLA) where special guest Beatriz Mallory dove into many important topics. Notably, she emphasized how we should let the data tell us about audiences we’re trying to reach – such as how people prefer to be identified and the language they connect with most.

That reminded me of when I worked with the California census team to develop a digital campaign where the main goal was to get the hardest-to-count communities counted – BIPOC, veterans, individuals below the poverty line, etc. At the time, it was 2020 and deep in the pandemic. Many people in underserved communities were hit hard by COVID-19 and were hesitant to get involved with any government activities – i.e., filling out the census. Our job was difficult, but with the copious amount of data we gathered about our audiences, finding the right people to influence communities using out-of-the-box campaign ideas, we harnessed the power of technology (since we couldn’t reach people in person) to get millions of people counted.

So, when you harness the data, narrow down the right idea, and launch said idea into the appropriate technology that has algorithms so advanced that essentially anyone can go viral (hi, TikTok), then you have one productive marketing campaign. Without that, your campaign won’t be as successful.

Not registered for Digital Pharma East? Use code RCDISC to secure a 15% discount.

Visit Real Chemistry at Booth #19