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Content strategy in the age of AI: Do we work with or against the bots?

25 Jun 2024
With the life sciences product and brand marketing landscape rapidly evolving, the integration of artificial intelligence (AI; including generative AI) into marketing workflows has become a pivotal strategy. As the industry undergoes rapid digital transformation, the following question arises: should we collaborate with or resist the influence of AI; rather, should we work with or against the bots?
The answer is clear—both arguments are often the same sides of a coin—life sciences organizations, and content strategy teams, must strategically harness the power of AI as an indispensable ally in strategizing content, as well as in staying competitive and agile at effectively addressing the personalized needs of healthcare professionals (HCPs) and patients.
Enabling AI breakthroughs in content strategy
By leveraging AI, life sciences organizations can enhance their content creation, distribution, and optimization processes. Let us look at some key ways to integrate AI into your content strategy:
Automated content creation: Generative AI-powered tools can generate high-quality content at scale, reducing the time and resources needed for manual content creation. Natural language processing algorithms can produce articles, reports, and promotional materials that adhere to regulatory standards while maintaining a human touch. 
Predictive analytics: AI can analyze vast amounts of data to predict trends and preferences among HCPs and patients. By understanding what content resonates most with specific segments, life sciences organizations can tailor their messaging to be more relevant and impactful.
Content optimization: AI tools can continuously analyze the performance of content across various platforms, offering insights on what works and what does not. This allows for real-time adjustments and improvements, ensuring that content remains engaging and effective.
Search engine optimization (SEO) and keyword optimization: Generative AI can help identify the most effective keywords and phrases that can boost the visibility of your content. By optimizing for search engines, life sciences organizations can ensure that their content reaches the right audience at the right time. 
Can AI equip us with the power of personalization?
As developments in AI gain momentum, it has undoubtedly improved the efficiency of certain areas and workflows. However, it also raises a significant question: Can AI equip us with the power of personalization? Personalization is a key aspect of life sciences communication—medical or commercial—where the needs and interests of HCPs and patients vary widely. Here is how AI enables a higher degree of personalization, ensuring that the content is relevant, up-to-date, and worthwhile:
Targeted content delivery: AI can segment users based on their specialties, interests, and past interactions. This allows for the delivery of highly tailored content that addresses specific needs and concerns, increasing engagement and trust. 
AI-powered agents (or chatbots and virtual assistants): Implementing AI-powered agents on your platforms can provide users with instant access to information and support. These bots can answer common questions, provide updates on new products, and guide users to relevant resources—further optimizing their individual engagement and journeys on the platform—now and in the future.
Personalized campaigns: Generative AI can aid in creating and executing email campaigns that are personalized to the preferences of individual users. By analyzing data on open rates, click-through rates, and content preferences, generative AI can craft content that effectively engages the target audience.
Interactive content: Interactive content such as quizzes, assessments, and personalized recommendations can be generated by leveraging the power of generative AI. Interactive and gamified content enhances user engagement by offering tailored insights, information, and next steps based on their responses.
Differentiating between human and AI roles in your content strategy 
Leveraging AI to work on these and other time-consuming tasks can pave the way for humans to focus on activities that require more strategic thought and a human touch. To harness AI effectively in your content strategy, it is imperative to define the responsibilities of both humans and AI. Let us look at detailed guidelines on the tasks a human content strategist should manage, compared with those that can be delegated to AI:
The role of human content strategist
The role of AI
Creative direction and ideation: For ages, humans have solely dominated the province of creativity. They excel at creative thinking and developing significant and innovative ideas. They can conceptualize campaigns, brainstorm new formats, and ensure that the content aligns with the voice and values of the brand. 
Data analysis and insights: AI is adept at processing large datasets and uncovering patterns and trends. It can provide actionable insights based on data analysis, assisting strategists in making informed decisions. 
Strategic planning: Human strategists play a vital role in establishing long-term goals, comprehending the overarching market landscape, and designing critical decisions that impact the direction of content strategies. 
Content generation: Generative AI can handle routine content creation tasks, such as drafting initial versions of articles, generating reports, and producing standardized materials, which can then be refined by human editors. 
Ethical and regulatory compliance: The complexity of regulations in the life sciences industry underscores the importance of human oversight. It ensures that all content complies with legal and ethical standards. Human strategists are responsible for decision-making on sensitive issues.
Performance monitoring and optimization: AI tools can continuously monitor content performance across various metrics, offering real-time feedback and suggesting optimizations to improve engagement and effectiveness. 
Storytelling and emotional connection: Crafting compelling narratives that resonate on an emotional level is a unique human skill. Human strategists can infuse content with empathy, cultural nuance, and personal touch that generative AI cannot replicate. 
Automation of routine tasks: AI can streamline repetitive tasks such as scheduling posts, managing email campaigns, and handling SEO tasks, allowing human strategists to concentrate on more strategic activities.
Working with AI: A collaborative approach 
AI has elevated the content game, but it is unlikely to replace humans completely. The future likely involves a collaborative approach leveraging both AI and human expertise. Here are some best practices to bring in a healthy balance of efficiency and emotional intelligence.
Invest in training: Equip your marketing team with the skills and knowledge to use AI tools effectively. Continuous learning and development will ensure that your team stays ahead of the curve. 
Collaborate with AI experts: Collaborate with specialists in AI who can offer insights and guidance on selecting the most suitable AI solutions for your requirements. Their expertise can assist you in navigating the intricacies of AI integration.
Ensure human governance: Although AI can handle many tasks, human oversight is essential to ensure that the content remains accurate, compliant, and aligned with the brand values. A hybrid approach that combines AI efficiency with human creativity and judgment will yield the best results. 
Monitor and evaluate: Regularly track the effectiveness of your generative AI-driven content strategies and adjust them as needed. Consistent evaluation will enable you to fine-tune your approach and optimize the advantages of generative AI.
Conclusion
AI can be truly transformational for all life sciences organizations. As we reap the benefits of this technological advancement, it is essential to give the bots the benefit of the doubt. Organizations must learn to effectively harness their power rather than resisting or opposing them.
By integrating AI into your content strategy, you can enhance the creation, personalization, and optimization of your promotional content, ensuring that they resonate with both HCPs and patients. Embracing AI as a collaborative partner will also streamline your processes and strengthen the position of your brand at the forefront of the digital transformation of the life sciences industry. Talk to us to learn how you can leverage AI to uplift content strategies at your life sciences organization.

Author

Dr. Samit Bisen
Dr. Samit Bisen

Insights to build #FutureReadyHealthcare