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March 06, 2024

Cortney Wiiliams

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Group Director, HealthTech

2024 could be a major turning point for the regulation of AI in healthcare technology.

2024 is in full force and gearing up to be a dynamic year for healthcare technology. While there are many trends influencing the industry this year - from AR & VR to stronger predictive analytics - artificial intelligence (AI) continues to dominate discussions.

Most healthcare stakeholders agree that AI holds promise in improving care. However, they are simultaneously looking for more guardrails on how the technology can and should be used for clinical purposes. In an attempt to better define AI’s seemingly uncertain role in healthcare, the World Health Organization (WHO) has recently called for greater regulation. 

While the widespread effect of potential regulation is yet to be seen, here are three things healthIT marketers should consider as they plan this year:

Define your ICP and understand how they view and use AI.

While the application of AI in healthcare can be exciting for some, not every persona is interested in hearing about how your product or solution is AI-enabled. Tech-focused content may resonate with a Chief Compliance Officer or Director of IT, but a clinician or Chief Medical Officer, whose main duty is to ensure patients receive the highest standard of care, will be more interested in how the product or solution impacts the end-user - with AI being the proof point rather than the lead. 

To understand how to best speak to each persona on the topic, consider conducting market research on perceptions of AI. Furthermore, making the investment now on a persona booklet refresh can have large dividends. This knowledge will be critical looking ahead, and can then inform key messaging, marketing content, and the overarching roll-out strategy and how it needs to vary based on each intended audience.

Lean into humanized AI messaging.

The WHO’s initial report focused heavily on the ethics and governance of AI in healthcare, making this an important factor to consider when developing messaging on your AI-enabled solution or capabilities. While in the past many companies solely discussed their AI tool’s features and functionality, moving forward, audiences will want to better understand and hear real-life examples of how end-users are actually benefiting from the technology. Accomplishing this means avoiding excessive technical jargon and instead articulating the patient experience in a more humanized, transparent way. 

Studies also show that ethical and transparency concerns surrounding AI use in healthcare still exist. As a result, it’s important to incorporate messaging that answers questions about your company’s ethical guidelines in AI development and usage, as well as how your AI-based solution works and the measures taken to ensure privacy and security. Focusing on this level of transparency will ultimately build deeper trust. 

Collaborate with like-minded organizations and governing bodies.

According to the WHO's report, “patient harm could result from a lack of regulation or lack of enforcement” around AI. One step to overcoming this challenge is to ensure greater collaboration and cooperation when deploying AI in healthcare. While the WHO called on governments to work together in developing international guardrails for AI in healthcare, HealthTech companies can – and should – consider partnerships with like-minded organizations, as these collaborations bring together different sets of expertise and resources to address complex challenges and improve the overall healthcare delivery experience.

For additional insights and to learn more about how Alloy can help your company take its Healthcare Technology PR and marketing efforts to a new level and stay relevant in a rapidly changing environment, visit alloycrew.com/expertise/healthcare.