Navigating the intersection between?AI, healthcare & communications

By Sam Coldicutt , Account Director?

AI integration in the healthcare sector will succeed or fail based on public comfort and perception. That’s why communicating AI’s positive impact is critical. It’s essential that communications teams can bring patients along on the integration journey, helping them feel comfortable with the tech-driven changes in the way they receive care.?

Decades of work and research have come to a tipping point, with transformational AI no longer ‘just a concept’. Practical, real-world applications of the technology in the healthcare sector have already been grabbing headlines. Some coverage has been positive (The entrepreneurs who think AI could help save the NHS), and some has been fearful (AI is going to listen to YOUR medical appointment!).??

Clearly, public expectations around AI transformation need to be managed. As communications professionals in the healthcare space, WE UK sees the benefits of the responsible use of AI by healthcare professionals (HCPs). We see the opportunities this technology can unlock as a key tool to support, not replace, HCPs.?

The messaging task at hand is to educate the public about what can be gained by ethical AI use. At the same time, we are passionate about supporting HCPs to understand this transformation journey.??

So, how can AI uplift the healthcare sector? And what role does effective communications play in successful AI adoption? Below, I will share some practical examples.?

Future-fit healthcare education??

For all the talk of unprecedented advances of AI in healthcare, the technology is not yet close to being self-sufficient. This means that HCPs remain the core part of our healthcare system. With this in mind, it is impressive to see how AI is currently being used to redefine training and education for the next generation of HCPs.??

Adaptable medical education is one of the key benefits of AI integration in training, and this fact hasn’t been lost on educators. For example, 50% of healthcare organisations that train doctors are already thinking about how to leverage AI chatbots like ChatGPT in their plans. This will lead to personalised modules that can be adapted in real time. They will also be able to challenge and examine clinicians in previously impossible ways, using AI to better prepare doctors for qualification. The tool will be equally useful for ongoing training, helping to keep HCPs updated throughout their career through continuous education programmes.??

For our Scientific Engagement team, which specialises in the creation of medical materials and HCP training programmes, the potential to implement AI elements in our projects is incredibly exciting, and is something we’re already exploring with clients and partners working in the pharmaceutical and medical-device industries.?

While transforming traditional education through AI is one powerful application, it is also true that the next generation of HCPs must feel confident in actually using AI themselves. In the UK, the NHS Topol review outlined this exact need, emphasising that the future healthcare workforce should not only use AI to learn, but also have a mastery of using it practically. The sector is only at the start of this educational transformation, but the concept of improving how effectively foundational skills are taught, while simultaneously upskilling HCPs to use AI as an assistant, could transform healthcare delivery.??

Rebuilding processes to maximise time for patient care?

Away from education, consider the impact on HCP well-being and on patient waiting times if clinical workflows were better supported by AI. Research already suggests that AI can help streamline up to 40% of all HCP working hours.??

One clinical workflow that can be improved in this way is the traditional preparation for appointments. With secure access to historic data, AI systems can help predict current patient pathways for just about every medical condition. AI can analyse millions of previous patient journeys and relay a new level of information that was previously not possible, using the technology to quickly filter out what’s relevant for HCPs in advance of appointments, speeding up care delivery. The ability to be briefed to a high level before even meeting a patient face to face is a game-changer, especially considering that this would traditionally take multiple appointments.??

Applying these kinds of efficiencies across every stage of a clinical journey can unlock huge potential if HCPs embrace the technology. Fortunately, this is already happening, according to research we worked on with WE Communications’ client, Elsevier, for the release of their latest Clinician of the Future Report. Findings in this publication showed that 11% of clinical decisions are already assisted by generative AI tools – and this figure is likely to continue growing.?

AI as the ultimate partner????

Improving the calibre of HCP education and streamlining the way in which patients are managed through our healthcare system are both powerful examples of AI’s uses cases ‘behind the scenes’ in the health sector – but what is AI’s role at the very front line of healthcare? Can AI support HCPs in diagnosis and treatment?? We are already seeing revolutionary applications on this front.?

The field of diagnostics is where AI has been particularly effective to date. A study in 2023 pitted AI’s capability against that of HCPs by comparing how each diagnosed conditions based on a selection of scans. The results were remarkable, with AI just as accurate (sometimes even more so) than human radiologists, successfully diagnosing 35 out of 37 conditions correctly based on an X-ray analysis.?

This diagnostic technology remains in its early phases, meaning AI won’t be left in charge of providing the sole diagnosis. However, considering the gaps in expert staffing and resources currently present in our healthcare system, AI provides a chance for a valuable second opinion.??

AI implementation such as this will succeed or fail based on public comfort and perception. That’s why communicating the positive impacts of AI is critical. Negative reactions from patients, often rooted in a lack of education about the technology, can place roadblocks in the way of digital transformation. It’s essential that communications teams are able to bring patients along on the integration journey; it’s about helping patients feel comfortable with any new changes in the way they receive care.??

Looking ahead??

There is no denying that the optimism for the application of AI in healthcare is justified. AI will fulfil the role of enhancing patient care, operating as the ultimate partner for HCPs by supporting their education, streamlining clinical frameworks, and providing invaluable second opinions.??

At WE Communications, we’re incredibly excited about AI’s potential to augment the healthcare sector across multiple workstreams. As a communications agency that sits at the intersection of technology and healthcare, we are well-placed to support our clients in preparing for this future, ensuring HCPs and patients are part of the journey. We believe in the transformative power of technology to generate better health outcomes across the globe.??

You can learn more about our campaigns and work, here: https://www.we-worldwide.com/connect/emea/london?