In a World of AI, How Should Communicators Leverage its Power to Drive Diverse, Inclusive Storytelling

In the ever-evolving world of healthcare communications, brands must continue to focus on crafting compelling messages that don’t just reach but authentically resonate with their audiences. Tools such as AI are here to stay – and we as healthcare communicators have a responsibility to understand their limitations while harnessing their power.

But how do you make sure your “audience” represents diverse populations and the full community you serve? 

Recently, Real Chemistry experts Jennifer Paganelli and Rachi Govil discussed with Jorge Daboub of TelevisaUnivision how healthcare marketers with deep expertise in earned media can leverage AI and the right media partners to help pharmaceutical and life science companies with precision storytelling. They talked about how the use of cross-disciplinary approaches can help gain a comprehensive understanding of audience’s behavior, their receptiveness to messages, and tactics to engage them.  

Here’s what to consider when implementing AI in your media relations efforts: 

1. Cultural and Demographic Representation in AI Data is Key: AI data needs to accurately represent multicultural segments to ensure that communications and solutions are relevant and effective. Univision found a 40% to 60% gap in data among Hispanic populations. Consequently, Univision found it to be imperative to work with its clients to enrich their data to make sure Hispanic people in the U.S. were accurately represented. Mis- or underrepresentation in data can lead to ineffective media strategies. 

2. AI Enhances but Does Not Replace Human Intelligence in Media Relations: AI is still best used to automate routine tasks, such as generating briefing documents and media pitches. The use of AI frees up time for more human intelligence (HI)-centered work, such as strategic activities and direct engagement with media. AI and other tools empower communicators to perform their jobs better rather than replacing them, but, like a new employee who needs proper onboarding, AI tools need both initial and continuous learnings to execute as needed. 

3. Implement Strategically: AI implementation cannot be piecemeal. You need expertise in AI to know when and when not to use it and to assess the potential upsides and downsides. AI is not the solution to all problems. Companies such as Univision are using AI to optimize operations and content strategies, experiencing significant improvements of 40% in speed to market for certain products.  

4. Don’t Ignore Ethical Considerations and Data Accuracy: In order to implement and use AI correctly, you must remember to take into account the ethical implications, particularly in avoiding biases that can arise from incomplete or skewed data sets. You must continue to foster trust and reliability in AI-driven processes. 

Businesses in the healthcare industry will need to continually adapt their approach to inclusive, precision storytelling – working to make more connections among more audiences.  

Interested in learning more about AI-empowered impactful campaigns to reach more audiences? type: entry-hyperlink id: 4H1sssk6HuBbGVmmAI5Oe7 to see what is possible for your brand and organization. 

Want more insights on the people, stories and ideas that are changing healthcare into what it should be? Subscribe to our Healthcare Connection newsletter and get transformative ideas delivered to your inbox every month.