Improving Surgical Marketing with Responsible AI: A Patient-Centric Approach

Let’s look at four fundamental principles that every marketing stakeholder in surgery should implement in the current dynamic healthcare landscape.?

1. Unifying All Marketing by Re-Imagining the Omni-Channel

2. Creating Immediate 24/7 Frictionless Engagement with HIPAA Compliant Texting

3. Designing Patient-Centric Marketing With More Meaningful Data

4. Sharing Data to Empower All Stakeholders

The days of marketing operating in isolation are coming to an end. With increasing competition and rising costs, it is imperative to shift away from traditional approaches and embrace data-driven, scalable solutions to expand market share and strengthen relationships with the surgeons we collaborate with. A successful marketing strategy must not only drive the correct value but also enhance the lives of both surgeons and patients by facilitating greater awareness and access to innovative medical devices and procedures. Ultimately, these efforts will significantly improve the quality of life for the patients we serve.

Principle 1. Unifying All Marketing by Re-Imagining the Omni-Channel

In traditional marketing, medical device companies, marketing agencies, big tech, and surgeons operate in silos, utilizing separate marketing channels and strategies. They may each have their own omni-channels but these separate business units never interact to build synergy for a common goal. Our approach involves breaking down these barriers, implementing vertical Software as a Service (SaaS) custom designed to create a truly unified omni-channel experience for all stakeholders centered around the patient. By collaborating closely with surgeons and integrating their marketing channels with yours and other key players, we create a seamless and consistent patient journey. A journey optimized for patient care and access to innovation.

We use responsible AI to analyze vast amounts of data from various sources, including social media, email campaigns, websites, Google products, physician locators, and even print advertising to identify potential patients actively seeking information about relevant medical procedures. By combining these insights with data from the surgeons’ procedural volumes, we create a comprehensive understanding of patient behavior, preferences, and patterns. This unified approach not only improves patient targeting and engagement but also fosters a strong and mutually beneficial relationship between medical device companies and healthcare professionals.?

This approach offers a transformative opportunity for both medical device companies and surgical practices, regardless of their scale, ranging from budding startups to established market leaders.

Although the idea of using a standard CRM package might be tempting, it could potentially lead to HIPAA violations. On the other hand, leveraging a vertical Software as a Service (SaaS) solution specifically designed to optimize patient care highlights its potential to drive industry growth and improve patient outcomes significantly. Custom-built solutions ensure a safer and more efficient implementation process, seamlessly integrating across various marketing assets, organizations, and surgical collaborators.

Principle 2. Creating Immediate 24/7 Frictionless Engagement with HIPAA Compliant Texting

In today's fast-paced world, patients expect instant responses and frictionless communication. Our platform leverages responsible AI to provide 24/7 engagement through HIPAA compliant texting. Patients can inquire about specific medical procedures, ask questions, and receive prompt responses in a secure environment.

By integrating AI-powered communication, automated responses, and humans-in-the-loop, we ensure that patients get the information they need promptly. This immediate engagement not only enhances patient satisfaction but also helps in prequalifying patients based on their preferences, medical history, insurance status, and readiness for a procedure. As a result, we can deliver personalized and relevant content precisely when patients are most receptive to it, increasing the chances of conversion.

Over 259 million people in the US are texting. As a matter of fact, over 97% of surveyed smartphone users said they had texted in the previous week.*

(*ref. 35 Texting Statistics to Know in 2023 - 99Firms)

In the fast-evolving landscape of healthcare, adopting immediate app-less interaction with patients has become a critical consideration for both surgeons and medical device companies. Traditional forms and phone-based interactions are being replaced by more dynamic and efficient approaches. Recent studies indicate that over 85% of surgical patients now rely on the internet to seek surgical care or explore alternative options in their surgical journey, with a significant preference for real-time text message communication.

For anyone looking to enhance patient engagement and meet the expectations of the modern healthcare consumer, incorporating immediate app-less interactions is a strategic decision that should not be overlooked. The data-driven shift towards more seamless and responsive communication channels underscores the necessity for embracing innovative approaches to remain competitive in the market and deliver enhanced patient experiences.

Principle 3. Designing Patient-Centric Marketing With More Meaningful Data

At Nemedic, we don’t do marketing. We enhance any marketing program by improving the last critical mile the patient takes on their journey to surgical care. Our unique software unifies all funnels and improves the critical last step - patient engagement - optimized for the patient's needs and preferences. We help you design better programs using better data. Instead of assets that bombard potential patients with generic strategies, we tell you what works by focusing on meaningful data that tracks patient interactions and behavior throughout their journey. From the initial inquiry, to scheduling a procedure, every touchpoint is meticulously analyzed to ensure a patient-centric experience.

Our North Star Metric - A better-data-driven approach is one tracking more meaningful conversions, such as a scheduled procedure, as the ultimate success metric. By measuring success based on tangible outcomes, we can continually optimize your marketing efforts to ensure better patient outcomes and increased procedural volume.

Principle 4. Sharing Data to Empower All Stakeholders

Data is the backbone of our responsible AI-driven marketing strategy. We give this gift to you with every patient interaction. We believe transparency and collaboration are foundational principles of success, which is why we share the data insights across all levels and stakeholders in your organization. From C-level executives, front-line sales representatives, down to the surgeon, everyone has access to valuable patient-centric data.

Empowering all team members with meaningful metrics helps tailor informed decisions and align strategies with an overarching patient-focused approach. It also enables everyone to adapt quickly to changing patient needs, market trends, and surgeon preferences, ensuring your marketing efforts remain relevant and effective.

Technology That Cares: Responsible AI is Transformative

Vertical SaaS using Responsible AI has allowed us to transform medical device marketing into a patient-centric, data-driven, and collaborative process. By unifying omni-marketing channels, ensuring 24/7 patient engagement, and driving procedural volume through meaningful data, we can create a seamless and effective experience for patients and surgeons alike. Sharing these insights across your company will empower your team to continuously improve and provide the best possible outcomes for patients.

Together, we can embrace responsible AI and shape the future of Marketing in Surgery, where patients are at the heart of every decision and increased access to innovation is a key driver of better patient outcomes. Let's continue to revolutionize the healthcare industry with technology that cares.

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