Beyond ChatGPT: Embracing AI in Healthcare Marketing

Mickey Lynch is a veteran healthcare marketer, with 20+ years of experience in architecting digitally native marketing programs for clients. An avid AI enthusiast, Mickey publishes a newsletter called “5 Dope Things Mickey Saw Recently” focused on AI + Strategy + Healthcare.

The first time I used OpenAI’s GPT-4, I was positively gobsmacked.

Two things struck me immediately:

Fortunately, I am at Klick, an agency founded by technologists who foresaw this AI revolution nearly two decades ago. Klick has provided the guardrails, technology, education, and encouragement for strategists to embrace the technology and spend time openly experimenting. Our internal teams They’ve built a growing suite of focused proprietary tools for addressing use cases across all areas of our organization—including ones specifically for use by our strategists.

Simply put, these tools empower marketers to deliver exceptional value.

With Klick’s proprietary tools, supplemented with publicly available AI solutions, we can do more than streamline tasks; these platforms act as our strategists’ ideation partners, enhancing our ability to think broadly and creatively.

How Klick strategists have been using GenAI spans various functions, including the following:

We’ve found tremendous value outside the common large language models (LLMs) like GPT-4 and Claude, and certainly, these LLMs are incredibly valuable in delivering rich and complete responses. However, eliciting the correct information for a specific need can take time (even with a prompt library as a head start).

That’s why we need to explore more than ChatGPT and keep experimenting with how these tools can help deepen the craft of strategy. Kevin Roose, a Technology columnist for The New York Times, aptly remarked, “GenAI won't replace us, but those adept at utilizing it will shape the future.”

But where to begin?

Every week a new AI solution arrives on the scene. Given the blistering speed with which these advancements are occurring, it’s easy to get paralyzed. A cohort of Klick strategists continuously scans the landscape for these new tools and, once identified, experiments and “kicks the tires.” We’re about to launch a system where the most promising third-party tools are disseminated to the broader strategy team for their consideration—along with assessment scores and samples of strategic use cases.

I wanted to share the most interesting third-party solutions that are an excellent start for marketers:

Phind.com: It’s an AI-juiced-up search engine. Originally developed primarily for developers, it does a wonderful job of finding solid sources and summarizing key responses to information requests. It works quickly, and the strategy-specific needs responses have been well-formed, diverse, and impactful,a superior experience to Google’s Bard-drive solution, and some argue, to pure GPT-4 + “Browse with Bing” plug-in.

Zapier: If you’re looking to create efficiencies across the tasks you handle all day, explore Zapier. Zapier automates actions within and between common apps—so that you can focus on work that matters. With a super-intuitive WYSIWYG interface, you can create custom automation (or “zaps”) within and across over 6,000 apps. I have it integrated with my ChatGPT and personal Gmail to review every AI newsletter I subscribe to and send me daily summaries of any topics that fit my criteria—a life changer.

Fliki.ai: One of the biggest challenges for strategists is gaining and keeping audiences’ attention when not presenting in real-time. Who wants to read another PDF attachment to an email? Not me. That’s why my fellow strategists and I have been leveraging Fliki—a remarkable text-to-speech and text-to-video platform that leverages AI to create a more impactful experience. Based on your inputs, it will select images and voiceover and create a full-fledged video. A recent killer use: we submitted an article and had Fliki.ai analyze, summarize, and generate an explainer video. It’s a novel way to deliver key information to others with a super-light lift.

This list is just a small sample of some turnkey AI-based solutions for marketers. Several sites aggregate all new tools to explore what’s out there for your needs. I’d recommend Futurepedia, which has good categorizations and descriptions of each solution.

A MAJOR disclaimer: Always—ALWAYS—adhere to your company’s guidance around GenAI use. The primary rule with GenAI is never to feed these platforms with proprietary or confidential data.

What are your go-to AI-driven tools? I’d love to hear about them. And, stay tuned for more nuggets from the Klick strategy team!