Partner Insights: Harnessing AI for scalable healthcare communication with Public Communications Inc.
As the healthcare sector rapidly evolves, so do the ways organizations engage with audiences — from patients to stakeholders. At the heart of this shift is artificial intelligence (AI), a transformative tool for creating scalable and impactful communication strategies. In a recent workshop, hosted by Public Communications Inc. (PCI), healthcare innovators and communications professionals explored the practical applications of AI, with strategies specifically tailored to meet the unique demands of the healthcare field.
Read on for key takeaways, or watch the full workshop below.
Insight One: Different AI tools excel in different areas.
Different AI tools excel in specific areas, making them suited for different tasks. For example, ChatGPT is highly effective for research, writing and brainstorming, thanks to its conversational and creative capabilities. However, it is prone to “hallucinations,” or confidently presenting inaccurate information. In contrast, tools like Perplexity AI prioritize reliability by providing direct citations, making them ideal for fact-checking and source-based research. By understanding these strengths and limitations, users can strategically combine tools for optimal accuracy and effectiveness.
Insight Two: AI has its own pitfalls, including hallucinations and bias.
One of the standout portions of the workshop addressed common pitfalls of AI, including hallucinations (i.e., when AI generates inaccurate or false information) and inherent biases in AI-generated content. These issues are critical in healthcare communications, where accuracy and neutrality are paramount. Attendees were introduced to strategies for recognizing and correcting these challenges including best practices for prompt design and settings, adjustments and policies to maintain accuracy and fairness in AI outputs.
Insight Three: AI does not render human judgment and creativity obsolete.
“AI can create great first drafts, not great final products,” Jared Allread, AI task force leader at PCI, said during the workshop. Leveraging AI for preliminary content creation streamlines the often time-consuming process of ideation and drafting, providing a solid foundation to build upon. However, the true value of AI lies in its ability to complement human creativity and expertise. By starting with an AI-generated draft, communications professionals can focus their efforts on refining, personalizing and elevating the content, ensuring the final product is polished and tailored to its audience. This collaboration highlights the indispensable role of human judgment in transforming raw ideas into exceptional results.
Looking Ahead
The workshop concluded with a call to action: healthcare communicators must embrace AI not just as a tool but as a strategic partner in the ever-evolving healthcare landscape. By equipping themselves with the right skills and insights, professionals can leverage AI to amplify their impact, foster trust and elevate their messaging in today’s digital world.
About MATTER
At MATTER, we believe collaboration is the best way to improve healthcare. The MATTER collaborative includes more than 1,000 current and alumni startups from around the world, working together with dozens of hospitals and health systems, universities and industry-leading companies to build the future of healthcare. Together we are accelerating innovation, advancing care and improving lives. For more information, visit matter.health and follow @MATTERhealth.
About Public Communications Inc.
Public Communications Inc. (PCI) is an award-winning, national, integrated communications firm headquartered in Chicago specializing in healthcare, conservation, nonprofit and culture and destination communications. We are a communications and marketing agency with a purpose – to make a positive difference for our clients, our community and the world. PCI is a founding partner of the Worldcom Public Relations Group.