Celebrating comms excellence

For all the potential of artificial intelligence (AI) in healthcare, one of its key limitations is its detachment from human emotion. But what if AI could help us become better communicators and caregivers? AI can interpret complex, big data with a depth and sophistication that humans can’t, and when used in the right way, it can connect us in a more (not less) human way.

By using AI to gain a far greater understanding of target audiences, we can transform healthcare professional (HCP)/patient interactions, creating communications that are richer, more empathetic and genuinely more human – that resonate on a deeply personal level. In the last year alone, we’ve crafted bespoke messaging for scores of medcomms projects by combining AI-powered precision with human ingenuity.

These initiatives are grounded in our EPICC platform, which uses dynamic customer personas and personalised activations built on rich and deep customer insights, both of which are designed to catalyse behaviour change. By offering multi-dimensional representations of HCPs, patients and their experiences via AI-driven analysis, we can ensure effective communication by continually adapting as people’s interests, behaviours and needs evolve. Generative AI tools can bring these insights to life, creating tailored content at scale.

These innovations offer significant opportunity to reach more people in need, accelerating accessibility and therefore health equity.

• Geo-spatial mapping capabilities have been instrumental in identifying and engaging underrepresented patient populations or hard-to-reach HCPs, enhancing clinical trial recruitment and innovative medicine adoption
• From multi-language translation to text-to-text AI, the possibilities for forging stronger connections have expanded significantly, enabling us to deliver highly personalised content to HCPs and patients
• AI avatars have successfully delivered patient education in a relatable, personalised manner. The avatars represent patients authentically communicating in their native language and, looking ahead, supporting HCP education.

Jane Sneddon is Group Director, Omnichannel Strategy, Medical Communications, SVP and Alex Muller is EMEA Group Head of DDM and Engagement Strategy, SVP, both at IPG Health