By Kristin Deuber
Within the healthcare industry, there is undoubtably a resounding consensus regarding the potential advantages of generative artificial intelligence (AI). A report by Reuters highlights the prevalence of discussions on AI, with the terms “AI” or “Artificial Intelligence” being mentioned a remarkable 827 times across 76 out of 221 Q2 earnings calls. The far-reaching benefits of regenerative AI include not only the optimization of financial and operational workflows, but the effective resolution of administrative bottlenecks, the alleviation of clinical burn out and, most importantly, the improvement of patient care.
As healthcare organizations navigate the integration of AI into their operational fabric, products and solutions, creating a robust communications plan that articulates their AI strategies to key stakeholders is paramount. Given the sensitive nature of patient data and the ethical implications tied to the application of AI in medical settings, formulating this strategic communications plan warrants thoughtful examination.
Here are key factors healthcare entities should consider when telling their AI stories:
- Craft a clear and consistent AI narrative: First and foremost, it’s essential to develop messaging that explains the purpose, goals, benefits and ethical considerations of your AI strategy. Other aspects of a strong AI narrative include:
- Using consistent terminology and avoiding jargon that might confuse or alienate audiences.
- Clearly communicating your value proposition and how the organization’s use of AI aligns with its mission and vision.
- Being transparent about how AI will be integrated into your operations and how you will use it to service customers.
- Emphasizing your commitment to protecting patient data and maintaining strict security measures. For example, explain how patient data will be anonymized and secured, adhering to relevant regulations, such as HIPAA and GDPR.
- Providing examples of real-world use cases to help visualize the value of AI for the organization.
- Using infographics, video and interactive presentations to simplify complex AI concepts.
- Highlighting any collaborations you’ve had with healthcare professionals and other organizations in developing your AI solutions.
- Tailor your message for specific audiences: It’s essential to understand and recognize your internal and external target audiences’ diverse range of roles, responsibilities and levels of familiarity with AI technologies. These audiences possess distinct needs, concerns and interests pertaining to your organization’s AI implementation. It is critical to craft messages and communicate with each audience appropriately to meet their goals and objectives. Adapting the language and tone of your messaging to match the audience’s familiarity with technical terms is also important.
- Select appropriate spokespeople: While healthcare organizations can have multiple spokespeople, individuals should have a deep understanding of AI technology and the healthcare domain, be well-versed in your AI strategy, and have a track record of credibility and professionalism. If the AI strategy is shared externally with the media in any capacity, your spokespeople should be media trained so they understand and can articulate the appropriate talking points and the organization’s overall goals and mission.
- Create an effective and ongoing content strategy: An ongoing content strategy allows healthcare companies to regularly and consistently communicate and engage with key stakeholders about their AI efforts and initiatives. These ongoing content efforts also provide an educational opportunity, as AI technology can be complex and unfamiliar to many stakeholders.
- Anticipate potential challenges and crisis scenarios: Since the use of AI in healthcare is relatively new, unexpected events can and will occur. Having AI-specific crisis scenarios outlined in advance as part of your overall crisis communications plan can help your organization mitigate risk and respond swiftly and effectively when challenges arise.
In the ever-evolving healthcare landscape, integrating AI into operations and solutions holds immense promise. By establishing a solid framework for communicating their AI strategies, healthcare organizations can ensure their vision aligns with stakeholders’ expectations and concerns. This proactive approach fosters trust and paves the way for transparency, ethical considerations and successful implementation.
Kristin Deuber is a senior vice president based in San Diego, where she leads work for several Allison healthcare clients, providing account strategy and management, media relations and thought leadership strategy, and corporate reputation management counsel.
