Communicating AI in healthcare: a guide for effective strategy

AI is permeating all aspects of healthcare, especially in diagnostics, operational efficiency and personalised medicine. The upward trajectory of its proliferation is captured in a recent Elsevier global survey of 3,000 researchers and clinicians, showing that 67% of those not yet using AI plan to adopt it within two to five years. The NHS, while progressing more gradually, is also committed to transforming national healthcare through AI, with the new Health Secretary supporting its use to drive growth and enhance public services.

While AI’s role in healthcare is expanding, effectively communicating its benefits remains a hurdle. AI involves complex data analysis and machine learning, which can be hard to simplify for non-experts. With more companies offering AI solutions, distinguishing one from another is increasingly difficult. Public trust is also hindered by concerns over privacy and coded bias, with many questioning how patient data is handled.

To navigate these challenges, companies can employ a three-step communications strategy focused on human-centred messaging, accountability and alignment with broader values.

Step 1: humanise the implementation: concerns about AI replacing the human element of healthcare are common, and most NHS staff and the UK public are worried about the impact of AI on the human dimension of care. Rather than centring communications on technical details, companies should highlight how AI supports HCPs to enhance patient outcomes. For instance, AI can assist doctors in detecting diseases at an earlier stage, allowing for timely interventions and, ultimately, improved patient outcomes.

By emphasising the ways AI empowers clinicians, such as freeing up time for patient interaction, companies can demonstrate that AI is a tool that enhances human capability, not a replacement for it. Using patient stories or case studies can also help to communicate AI’s benefits in a tangible and relatable way.

Step 2: be transparent about limitations: trustworthiness is essential in healthcare so presenting AI as a flawless solution risks undermining credibility. Ethical practices should be a focal point in communications, with companies outlining their approach to managing AI transparently. For example, they might explain their measures for monitoring bias, ensuring data security and safeguarding patient privacy. Additionally, using clear, accessible language rather than technical jargon helps make communications inclusive and understandable for all stakeholders, from patients to policymakers. This openness also prepares audiences for realistic expectations of what AI can and cannot do.

Step 3: connect AI to existing organisational values: AI strategies resonate more deeply when aligned with existing organisational values such as diversity, equity, inclusion (DEI). For example, AI tools can reduce healthcare disparities by diversifying the pool of clinical trial participants to better represent the patient population of an illness.

Using pre-established communication plans to highlight how AI supports these core values allows organisations to present a unique perspective on their AI initiatives. By clearly showing how AI-driven solutions further specific organisational commitments, such as improving equitable access or enhancing sustainable practices, companies can differentiate themselves from others in the sector. This approach highlights that their use of the technology serves a broader mission, rather than simply being a technological enhancement.

Designing the right blueprint is key for firms using tech-driven intelligence to rise to the top-tier positions in their industry. Strong, effective methods to convey one firm’s tech tools distinctively improves its potency and builds confidence. When firms simply mention this technology without considered effort, they surrender its potency.

That’s a strangely worded paragraph, right? But this demonstrates exactly what happens when you try to explain complexity without serious consideration of your audiences or strategic planning. Embracing AI without a clear communications plan is like trying to write an entire paragraph – like I did above – without using the letter A. By emphasising the human side of AI, aligning this with existing values and addressing challenges openly, companies can help bridge the gap between innovative technology and real-world healthcare needs, building a future where AI not only supports better care but also gains the trust and support of those it serves.

Sean Walker is a Senior Account Executive at M+F Health