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Top Five Tips for Communicating about Artificial Intelligence in Healthcare

Are You Ready to Explain your AI Technology to the World?

Jul 5, 2018 4:39:06 PM / by John Kouten, CEO

ai-healthcare-blogArtificial Intelligence (AI) is all around us and is improving almost every facet of our lives. As a life science-focused public relations firm, JFK Communications is most interested in how AI will improve human life and how the Biotech and Pharmaceutical industry will utilize AI.  Already we are seeing companies such as Insilico Medicine collaborating with GSK to accelerate drug discovery.  As well as Flatiron, which is using big data, technology and AI to improve cancer outcomes one patient at a time.

Simply defined, AI in healthcare uses algorithms and software to approximate human cognition in the analysis of complex medical data. Specifically, AI is the ability for computer algorithms to approximate conclusions without direct human input. The primary aim of health-related AI applications is to analyze relationships between prevention or treatment techniques and patient outcomes.

And, while this definition sounds simple enough, it can be confusing to key healthcare audiences – especially healthcare providers and patients. At JFK we focused on educating key audiences – such as patients, caregivers, healthcare providers, payers, and policy makers – about cutting-edge life science technology such as AI.  And with AI, there may be confusion, ethics, privacy concerns, and many misconceptions about what AI is, and is not.

“AI is a rapidly emerging trend that will positively impact life science in ways we might not yet fully understand and appreciate,” said John F. Kouten, CEO of JFK Communications. “It is vital that we educate healthcare providers and patients regarding AI and how it will improve the future of healthcare.”

Following are the top five ways you and your organization can communicate about AI:

1.Become AI Healthcare Experts.

Considering the complexity of AI, and its rapid growth, most audiences will seek informed experts that are easy to understand.  If your organization is positioned as an expert you will increase your influence, brand and accelerate inquiries for media interviews in your AI area of expertise.

2. Establish a Consistent AI Message Platform

The complexity of AI may result in inconsistent messaging from your organization. From the c-suite down to the clinical, marketing, sales and administration, your organization should be delivering a consistent AI message.   With a core message track, your organization can reduce confusion and foster a unifying message around its complex AI technology platform.

3. Provide Online Web Content/Press Room

Creating a dedicated AI content page will build brand awareness, promote the company’s expertise and offer vital educational material to a demanding press corps. To ensure that your organization is positioned as a leader, you should build ready-to-use media content, such as: FAQs, fact sheets, infographics, video content, press releases, blogs, white papers, etc.

4. Manage Social Media flow

Regularly contribute social media posts and share SEO’d content to drive traffic to your website. According to referralMD, over 40% of consumers say that the information found on social media affects the way they deal with their health. When possible, use videos, infographics and photos. To enhance engagement with social media followers, post short text to catch and keep viewers’ attention.  Also, seek out and follow the social media leaders in AI health.

5. Participate in Trade Organizations

Get involved with organizations affiliated with AI, such as: The Personalized Medicine Coalition, The Biotechnology Industry Association, The Journal Of Precision Medicine, AIMed,  American Medical Association,  and the National Science & Technology Council. By joining and participating in these organizations, you can build your reputation and position yourself as an AI leadership organization. According to the AMA, “As technology continues to advance and evolve, we have a unique opportunity to ensure that augmented intelligence is used to benefit patients, physicians, and the broad health care community,” stated AMA Board Member, Jesse M. Ehrenfeld, M.D. M.P.H

Topics: digital communications, digital marketing, life science marketing, life science PR, life science communications

John Kouten, CEO

Written by John Kouten, CEO