14 Jun 23 | 15:22:02
All everyone seems to be talking about is how AI tools are going to revolutionise the way we work, but what does that really mean for you and your medical device company?
At Podymos, we’re trying to find the best way to integrate AI into our lives to make us more efficient marketers, so we wanted to share our experiences to help others in the industry.
This article will talk you through how to use one of the most popular free AI tools out there at the moment, ChatGPT, and how it can be used to streamline your marketing. Here we’ll be looking at:
What is ChatGPT?
How ChatGPT can be used to create content
How ChatGPT can help with customer research
How chatGPT can enhance customer experience
What are the drawbacks of using ChatGPT in medical device marketing?
While ChatGPT is very useful, it’s not the only AI tool out there, if you want to learn more about other AI tools and what they can offer check out our article on The best AI tools in marketing.
This article is just based on our findings so far from using ChatGPT, and we would always recommend using AI tools with a degree of caution – as useful as they are, in our experience at this stage of their development, they cannot recreate the creativity and empathy of a real human, which is what separates good marketing from great marketing.
ChatGPT uses artificial intelligence to grow and improve, which means the more you use it, the more data it acquires allowing its knowledge to grow.
It can understand the questions or messages you type and provide relevant responses, such as, writing code or copy.
Since it was released, we’ve been testing ChatGPT for our own marketing campaigns, to discover the best ways to use it to work more efficiently.
Content creation can be massively time-consuming, so having a tool that can do it for you can streamline the whole process. However, the content you get out of ChatGPT may not be perfect, and you will likely have to spend time editing it, but it’s a great starting point and can really speed up the process.
ChatGPT can create a whole host of different types of content, so we’ve put together a short list of the types of campaigns in which you can use it.
Creating captions to accompany social media videos on platforms like Facebook, Instagram, Twitter, etc.
Writing product descriptions in a compelling and informative way, highlighting their features, benefits, and unique selling points.
Creating attention-grabbing email subject lines for email marketing campaigns to improve open rates and encourage recipients to read the email.
Designing blog post outlines to help structure ideas for blog posts, helping content creators organize their thoughts and ensuring comprehensive coverage of the topic.
Generating landing page copy to effectively communicate value propositions and encourage conversions.
Crafting engaging newsletter content for email newsletters, including updates, announcements, industry insights, or promotional offers.
You can use the chatbot by inputting your request into the display and ChatGPT will do its best to fulfil it. It’s really that straightforward, however, you need to be very specific in your request to make sure it creates the type of content you want.
When using ChatGPT, you need to keep in mind that the quality of work you get out is directly linked to the quality of questions you ask. If you ask it to create a list of top medical practices in your area, you’ll get a bullet-pointed list.
To make the most out of this AI tool, you need to provide clear and specific instructions on what you want it to create and provide guidance on how to do it. We’ve created a list of question ideas to think about when asking ChatGPT for outputs.
What is the question? Be clear about what you’re trying to achieve. Are you trying to write a social media post? Tell ChatGPT which platform it’s for and what you want the post to cover. Make sure that you’re specific!
How long do you want your content to be? It’s important to tell ChatGPT the length of the content that you’re looking for as this will affect how much information will be included.
What is the tone of voice? How do you want the content to sound? Using buzzwords such as ‘educational’ ‘informal’ ‘simple language’ and ‘funny’ are all good ways to help ChatGPT get the correct tone for your brand.
Who is your audience? Who is the content for? As people, we alter our language depending on who we’re talking to, and ChatGPT will do the same.
What kind of grammar should be included? While this might seem like an obvious question, grammar can have a large effect on tone of voice. Should the chatbot use contractions or other grammatical rules that align with your brand.
Should the chatbot include references? For some content creation, especially in medical device, this might be the most important piece of information to add, so make sure that you don’t forget it.
Instead of writing something like this: An example of what not to right is this: its to simple and unspecific which will not give you your desired result.
“Can you write me a post on the best medical device companies?”
A request along these lines is likely to produce better results:
“Can you write me a 200-word LinkedIn post on “What are the best medical device companies in the UK?” Write it in an informal and educational tone for my LinkedIn audience which is mainly made up of healthcare professionals. Use contractions and online references.”
For instance, ChatGPT can analyse customer feedback from surveys or social media conversations and identify common trends or sentiments.
An example of this request might look like:
What percentage of people in the UK use LinkedIn, Instagram, Twitter, and Facebook to find out about new updates in the medical device industry? Can you summarise this in a table that divides the results by gender, age, and region.
It can be integrated with customer service chatbots or live chat platforms via an Application Programming Interface (API) (which allows different software applications to communicate and interact) to give quick and accurate answers to customer questions.)
Chatbots connected to AI are potentially smarter and more intuitive. ChatGPT’s main strength is being able to understand different forms of language and interpreted the request or meaning. This means that no matter how your audience phrase’ their question ChatGPT will be able to help. This means that no matter how your audience phrase’ their question, ChatGPT will be able to understand and help.
This potentially means faster and more accurate service, resulting in happier customers. Furthermore, ChatGPT can also learn the customer’s preferences, for a more personalised future experience.
Unlike with automated chatbots, a ChatGPT integrated bot can provide an experience like talking to a real human, without your team having to take time out of their day to man an online chat. Your customers might not even be able to tell the difference, and your team can dedicate their time elsewhere.
If you would like to know more about interfacing AI with your audience have a look at our article on Introducing Chatbots on to your website: The pros and cons.
One main problem is that ChatGPT runs on pre-existing knowledge it has learned in the past. This means that nothing it produces will be new or imaginative, just a repetition of what it has already learned.
In the context of medical devices and marketing, this means that it may not have the most up-to-date clinical information or be aware of recent advancements or regulations in the field.
You may also find that, because all the information ChatGPT has learned comes from the internet, it may not always be accurate, and it can be biased. It’s unable to tell if information is true, rather just if it’s popular. So, you need to take information with precaution.
Furthermore, as of yet there are no regulations for using AI tools in marketing, so at this stage, we can’t be sure of its repercussions in terms of data privacy. For this reason, it’s best to avoid entering any confidential information or personal data into it.
ChatGPT also doesn’t have a wide medical vocabulary and sometimes interprets medical terminology or highly specific or sensitive medical inquiries. Inaccurate or incomplete information provided by ChatGPT could potentially mislead or confuse customers, which is particularly risky in the context of medical devices where precision and accuracy are crucial.
Overall ChatGPT can make your campaigns more efficient and create a lot of content all at once, but you can’t rely on it completely to get it right every time. Keep checking to make sure it gets your tone and facts right and ensure anything it produces is aligned with your brand message.
While ChatGPT has many strengths that can help add value to your marketing campaign, it’s not perfect and won’t be able to do all the work for you. You need to be specific in your requests and be aware to check the facts that it provides as they may be out of date.
Saying that, when you get up to speed with ChatGPT or another AI such as Bard, it will certainly save you time.
To learn about more of the latest tools in the marketing world have a look at our other articles on our learning hub:
Do you want to communicate more effectively with HCPs and patients? Do you want to be able to deliver high-quality content campaigns as part of your larger multichannel marketing strategy? You’ve come to the right place.
Podymos is a healthcare marketing agency, specialising in downstream Medical Device marketing.
We’re more expensive than non-specialised agencies and freelance teams because we only work in the Medical Device space so we have specialist knowledge and experience that other agencies may not be able to offer you.
If you want high-quality, compliant campaigns that help achieve your business goals, we’d love to hear from you. Simply leave us your contact details below and we’ll get back to you very soon for a no obligation chat.
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