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Key takeaways:

  • AI as an assisting tool: Hospital social media leaders are embracing AI tools for content creation, but it’s crucial to use them as assistants while maintaining human creativity for quality content.
  • Prioritize authenticity: Concerns about AI-generated content’s impact on social media authenticity highlight the importance of balancing efficiency with genuine audience connections.
  • Ethical guidelines: Establishing clear policies for AI use in social media strategies is essential. Focus on data privacy, content authenticity, and platform compliance to ensure trust and transparency.

Integrating Artificial Intelligence (AI) into hospital social media has become a critical topic for engaging with audiences and streamlining content.

As advancements in AI continue to redefine the way social media leaders create content and provide information, it’s crucial for healthcare organizations to assess AI’s viability and explore its potential within social media programs.

During recent Health leadership discussions, social media leaders at the nation’s largest hospitals benchmarked the current use of AI and its implications for content creation and patient engagement.

We’ll examine what our Board Members revealed as opportunities and challenges in leveraging AI tools.

Embrace AI as an Assistant in Content Creation

During a Health members-only discussion on evaluating AI tools, approximately 40% of members in the discussion reported incorporating AI tools into their content creation processes.

Our members said they use AI tools like ChatGPT or an AI writer for articles and Canva for creating graphics.

While some found AI helpful for addressing low-hanging fruit tasks, our members acknowledged that AI-generated content often requires significant editing and refinement to meet quality standards.

During the discussion, our members highlighted the importance of viewing AI as an assistant rather than replacing human creativity and expertise.

Balance AI Use with Authenticity in Social Media Engagement

Reina Hilliard, Social Media Specialist at Bon Secours Mercy Health, provided more insights into the practical applications of AI in content creation.

“If everything is AI, it takes a little bit of the ‘social’ out of social media because you’re not actually talking to people.”

Reina Hilliard, Bon Secours Mercy Health

She emphasized the role of AI as a tool for generating ideas and initiating the content creation process.

“People on our team who are involved in content creation use AI as an assistant or a starting point, especially for those clinical blogs,” Reina said. “If you’re telling a five-part healthy facts story, AI helps because it gives you ideas or ways to start things.”

However, Reina also expressed concerns about over-reliance on AI-generated content. 

“If everything is AI, it takes a little bit of the ‘social’ out of social media because you’re not actually talking to people,” Reina said.

Establish AI Guidelines In Your Social Media Policies

One of Reina’s primary concerns, echoed by other Health members, is the potential impact of AI-generated content on the authenticity of social media engagement.

While AI can facilitate efficiency and productivity in content creation, our members explained there’s a risk of not connecting with audiences if the content feels impersonal.

During the confidential discussion on evaluating AI tools for social media, Health members highlighted the importance of establishing clear policies and guidelines for AI’s ethical and responsible use in social media strategies.

They discussed how these policies should include considerations around data privacy, content authenticity, and compliance with platform regulations.

As hospitals navigate the complexities of AI integration, our Board Members also noted that it’s crucial to prioritize transparency and accountability to maintain trust and credibility with your audiences.

Discover More Insights From Leading Hospital Social Media Leaders

With the AI revolution, Health members are all racing to keep up with the influx of new capabilities, regulations, and best practices. While navigating this landscape may be complex, you don’t have to do it alone.

Our Board Members meet weekly in our confidential, vendor-free community to benchmark their strategies and gain actionable insights on emerging healthcare marketing tactics, like strategies for AI prompts and formalizing AI processes.

Learn how a membership in the community can help you understand the power and potential of AI to revolutionize how you engage with your patients and disseminate information.

Interested in learning more about membership?

As a social media leader, your mission is important. We’re here to help you win.