Hospitals are turning to generative artificial intelligence (AI) and ChatGPT to help create marketing materials. Health systems such as WVU Medicine and LCMC Health have employed this technology to help draft web content, analyze market research, create blog posts, e-newsletters, and internal content. AI can help increase efficiency and save time for providers, but it’s important that the responses generated align with the brand’s voice and values. Organizations like the Children’s Hospital of Philadelphia and Penn State Health are also exploring the use of large language models for their marketing operations. However, while the potential is exciting, health systems are still experimenting with the technology to ensure its safe and appropriate use.
WVU Medicine based in Morgantown, W.Va. is using ChatGPT to draft routine web content and save time for providers. Professional writers carefully review and edit these early drafts before sharing them with the clinical expert, who ensures accuracy and any necessary customized details. Chief Marketing and Communications Officer Anthony Condia emphasizes that draft content is just a starting point, and the human element of review and editing is still crucial to the creative process.
Suzie Daly, Director of Consumer Insights at LCMC Health, emphasizes the importance of aligning the brand’s voice or values with AI-generated content. The hospital is using ChatGPT to automate marketing tasks, but staff members carefully review and improve all deliverables.
Health systems are still experimenting with the new technology, with the Children’s Hospital of Philadelphia currently in the experimentation phase before adoption and Penn State Health testing the use of large language models for its marketing operations. It is essential to use effective oversight, proofreading and editing processes to ensure high-quality content for both AI-generated and human-authored content.
