Humanizing Healthcare Content in an AI-Focused World

As a healthcare marketer, everything you do revolves around people. Helping people in your community find the best care for their needs. Educating people about how to manage their health. Creating digital resources that guide visitors through your facilities. Connecting job candidates to open roles at your organization. 

At the same time, content marketing has taken a decidedly non-people-focused turn as artificial intelligence-powered tools have promised to let marketers get more done without spending more time or resources.  

So, where do people fit in as AI becomes more prominent (or inescapable, depending on who you ask) in marketing? 

Content written by real people performs best 

If you feel like your newsfeeds are dominated by the shift to AI and how any organization that is not investing in AI tools will be left behind, don’t worry. 

Yes, AI is everywhere. And there is certainly value to be gained from dipping your toe into the AI waters. But research shows that while AI content is flooding the web, it doesn’t always resonate with the algorithms that matter most when trying to get your organization seen by prospective patients. 

One study found that 86% of the articles that get ranked in Google Search are written by humans. Of the articles cited by AI tools like ChatGPT and Perplexity, only 18% were generated using AI.  

Content written by and for real people still performs best in both traditional and AI search engines. Whether you’re keeping your content 100% human-written or starting to incorporate some AI to streamline your writing process, real people and their needs should be at the center of your efforts.  

Meeting consumers’ needs 

One of the best ways to humanize your content is to tailor it to the hierarchy of healthcare consumers’ needs. This ensures they find the answers they’re looking for quickly and return to your digital presence as the primary source of truth in their healthcare journey. 

Here’s how we typically break this hierarchy down from the most critical information to the least: 

1. What’s wrong with me? Why does my knee hurt? Do I need to see an orthopedic doctor? 

2. Can you help me? Do you treat rotator cuff tears? Are there non-surgical treatments for my hip pain? 

3. Why should I choose you? What are the success rates of knee replacements at your hospital? Can I read patient testimonials for patient care at that hospital? 

4. What should I expect? What should I expect from your clinic? Will I need physical therapy after my surgery? 

5. What is nice to know? Can I exercise after this procedure? What are some tips for managing arthritis? 

Using this hierarchy to guide your process, whether you’re editing a blog post AI helped you outline or you’re starting from scratch, keeps human needs at the heart of your content. 

Write for people, not algorithms  

Humanizing your healthcare content isn’t just about what you write about — it’s how you write about it. 

While AI tools can be coached to understand your audience and your organization’s voice and tone, at the end of the day, you know the people you’re writing for the best. 

That means making sure the content is written at a general reading level, uses plain language to avoid medical jargon, and keeps a consistent, conversational tone.  

Keeping these best practices in mind ensures that everyone who reads your website can find answers to their questions, whether they’re a prospective patient learning about a procedure or a family member paying a bill. 

Learn more about writing patient-centered healthcare content here. 

Treat AI as a tool, not an employee

Algorithms can’t — and shouldn’t — handle all of your content creation for you.  

Relying on AI tools to write entire pieces of content and then posting them directly to your website is a quick way to lose authority and trust among search engines and users. 

If you are interested in using AI to make your content creation process a bit more efficient, here are a few pointers to keep in mind: 

• Use AI to brainstorm topics or create outlines, but handle the writing yourself to maintain your organization’s voice and patient focus. 

• If you do use AI to write a rough draft, make sure a human edits it. Never let any content hit your site that hasn’t been thoroughly edited and given a personal touch by a real person.  

• AI can get things wrong. Be ready to fact-check any information an AI platform provides you, especially if it deals with medical topics. 

For more best practices for using AI to write your healthcare website content, check out this blog post. 

Get help from a team that understands healthcare — and healthcare consumers 

As we continue to navigate the rise of AI tools in the healthcare marketing space, it’s essential to keep the human element at the forefront of your content efforts. 

By focusing on the needs and concerns of real people, you can craft content that resonates with your audience and strengthens the relationship you have with them, while building your organization’s authority for search engines. 

If your team needs help balancing AI with the human side of healthcare marketing, Geonetric is ready to help. We have more than 25 years of digital experience (that’s right, pre-AI!) and a deep understanding of patients preferences and needs that can help make your marketing strategies a success. Reach out to us today to get started!