AI Isn’t the Answer—It’s the Assistant: How AI and Human Expertise Work Together in Healthcare Engagement

AI is reshaping healthcare. It’s analyzing massive datasets to predict health risks, streamlining appointment scheduling, and even helping doctors with clinical decision-making.

But when it comes to engaging real people in their health, AI works best as an assistant—not the primary communicator.

Technology can enhance healthcare engagement, but only humans can truly connect.

For healthcare organizations, the question isn’t “AI or humans?” It’s how we combine the best of both to create meaningful, action-driven engagement.

The Power of AI in Healthcare Engagement

AI is transforming healthcare communication in ways that were once unimaginable. Instead of sending the same message to everyone, AI can:

• Identify who needs outreach based on risk factors, past behavior, and health history
• Personalize timing and channel preferences so that messages reach people when they’re most likely to engage
• Optimize messaging at scale, ensuring that millions of patients get relevant, timely outreach

Take a flu vaccination campaign, for example. AI can predict:

• Which members are most at risk for complications and should be prioritized
• Who has a history of delaying vaccines and might need a stronger nudge
• Which communication channel (text, email, IVR) each person is most likely to respond to

That’s powerful. But personalization alone isn’t enough—because how a message is written determines whether someone will act on it.

Why Human Expertise is Still Essential

Even the most advanced AI struggles with trust, nuance, and emotional intelligence—all of which play a major role in healthcare decision-making.

1. Building Trust

People are less likely to engage with messages that feel automated or impersonal. This is especially important as trust in healthcare is declining—only 53% of Americans now rate doctors highly for honesty and ethics, down from 67% in 2021.

A message that sounds robotic or transactional can reinforce skepticism, while a warm, empathetic tone can encourage action.

2. Addressing Fear and Uncertainty

Health decisions aren’t just logical—they’re emotional. AI can’t fully anticipate fears, misconceptions, or cultural barriers that might stop someone from scheduling a screening or picking up a prescription.

Consider two ways to remind someone about a breast cancer screening:

Generic reminder: "You are overdue for a mammogram. Schedule here."

Empathy-driven message: "Feeling nervous about your mammogram? Here’s a quick video on what to expect."

Both messages deliver the same information. But the second one acknowledges emotion, reducing uncertainty—making it more likely the person will follow through.

3. Understanding Cultural and Personal Nuance

Healthcare engagement isn’t one-size-fits-all. A message that motivates one person might completely alienate another.

For example, a study on flu vaccination messaging found that people responded differently based on their beliefs:

• Some were more motivated by data and expert recommendations
• Others responded better to social norms—knowing their friends and family had already been vaccinated
• Another group needed a simple, low-effort call to action, like a direct scheduling link

AI can help identify patterns, but humans need to craft the messaging variations that feel relevant, respectful, and effective.

The Best of Both Worlds: AI + Human Expertise

The future of healthcare engagement isn’t AI vs. humans—it’s AI and humans working together.

Imagine a cancer screening campaign using AI and human-driven messaging:

AI helps by:

• Identifying people most at risk of missing their screening
• Determining the best time and channel for outreach
• Selecting a pre-approved human-written message tailored to the audience

Humans ensure:

• The language is empathetic, culturally appropriate, and clear
• The message acknowledges concerns rather than just delivering an instruction
• The engagement strategy feels trustworthy and action-driven

This AI-human collaboration results in engagement that is smart, efficient, and meaningful.

What This Means for the Future of Healthcare Engagement

AI is making healthcare outreach smarter and more scalable—but human expertise keeps it trustworthy and impactful.

By combining AI’s ability to deliver the right message at the right time with human-driven content that connects on an emotional level, we can create engagement strategies that truly empower people to take action on their health.

What’s Next?

Next up in the Beyond the Nudge series: Predictive Analytics Isn’t About Big Data—It’s About Knowing the Right Moment to Act.

Until then, I’d love to hear your thoughts—where do you think AI is most valuable in healthcare communication?