The future of healthcare advertising with Gen AI

Crafting an ad may seem complicated, layered with dozens of executional touches, and decorated to death to the unwary. Craft means knowing when an extra detail can be added, a judgment to know when you need to add or subtract.

Generative AI, trained by multiple brains is a slick that makes things look good. You don’t see great stuff a lot these days because of the gap in understanding. People have discarded or cut away themselves from trying because of time and that’s what is missing. Gen AI by reducing the time to search will surprise us with solutions and creative art.

I am sure that the art form with a rightly articulated prompt will captivate the heart and soul of the overall industry. A craft engineer/prompt engineer must find some visual equity in the brand and based on that can create communication for multiple channels. The visual identity can be strengthened by minute attention to the prompt detail.

Healthcare advertising is evolving in tandem with the healthcare industry and so is the way of crafting. Recent developments in generative AI can be used to create more effective and engaging healthcare ads.

Despite being in its early stages, this technology has already produced some impressive results. Generative AI has been used to create realistic images of human organs, which can be used to educate patients about their health.

Last year the researchers at Microsoft Research published a paper on a project called BioGPT, which is a pre-trained generative Transformer language model that analyses large volumes of biomedical literature and is domain specific. It was essentially a matter of taking OpenAI's GPT-2 and refining it with a large corpus of reputable biomedical literature, and making a BioGPT that can mine, analyze, and discuss biomedical texts more effectively, compared to previous models.

I must say that Gen AI is very seductive and brings with it the risk that we all will sound and look the same. This issue is as compelling for healthcare as it is for the rest of the sectors. The task will be how we will retain our voice among the clutter in the future.

Generated AI can generate a variety of content for healthcare advertising. Mentioned below are some of the places wherein we can actively use GenAI.

  • Generate personalized ads: By understanding lifestyle, demography of the TG healthcare ad agencies can create personalized ads for brands.
  • Generate educational content: Can create easy-to-consume educational content and images for patients that can help to educate them.
  • Comprehensible content: GenAI can help in creating and crafting content and images that can help HCPs to provide emotional support to their patient along with information and recourse help.

The potential of generative AI in healthcare advertising is immense. A generative AI system can improve patient outcomes and satisfaction by creating more personalized, educational, and supportive content.

Ali Smith, Scottish author, and Booker Prize nominee, explains “You go as local as you can, the thing becomes huge, it becomes the world. That’s the key. Small things are big in small lives. Little details are gold dust.”

The above saying is very apt for GenAI in healthcare advertising as well.

In conclusion, GenAI will revolutionize the advertising industry including healthcare. Many more domain-specific language models will be created that will further help to enhance our crafting capabilities. However, the risk of homogeneity and losing individual brand voices will remain. It will become imperative for healthcare advertisers to sustain their uniqueness and craft as local campaigns as possible.

Generative AI can enhance healthcare advertising. What is required is to use it responsibly by keeping a balance between automation and the human touch, resulting in captivating, informative, and emotionally resonating campaigns that connect with individuals on a deeper level.

 Srikant SubramanianVice President - Healthcare

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