Do you feel you’re spending too much of your day completing time-consuming, repetitive marketing tasks and are looking for ways to streamline? Have you heard people raving about ChatGPT and wondered how it can make your life easier?
Everyone seems to be talking about how AI tools are going to revolutionise the way we work, but what does that really mean for you and your medical device company?
At Podymos, we’re trying to find the best way to integrate AI into our lives to make us more efficient marketers, so we wanted to share our experiences to help others in the industry.
This article will talk you through how to use one of the most popular free AI tools out there at the moment, ChatGPT, and how it can be used to streamline your marketing. Here we’ll be looking at:
- What is ChatGPT?
- How ChatGPT can be used to create content
- How ChatGPT can help with customer research
- How ChatGPT can enhance customer experience
- The drawbacks of using ChatGPT in medical device marketing
This article is based on our findings so far from using ChatGPT, and we would always recommend using AI tools with a degree of caution – as useful as they are, in our experience at this stage of their development, they cannot recreate the creativity and empathy of a real human, which is what separates good marketing from great marketing.
What is ChatGPT?
ChatGPT is an advanced computer program that can answer questions and respond to human conversations. It’s like having a helpful virtual assistant that can chat with you.
ChatGPT uses artificial intelligence to grow and improve, which means the more you use it, the more data it acquires, allowing its knowledge to grow.
It can understand the questions or messages you type and provide relevant responses, such as writing code or copy.
Since it was released, we’ve been testing ChatGPT for our own marketing campaigns to discover the best ways to use it to work more efficiently.
Looking to spend less time on your marketing? Why not work with a dedicate agency?
Creating content
Creating content with ChatGPT is very straightforward and can revolutionise the way your company crafts materials. Primarily, ChatGPT can be used to create written content, such as articles, social media posts, and emails.
Content creation can be massively time-consuming, so having a tool that can do it for you can streamline the whole process. However, the content you get out of ChatGPT may not be perfect, and you will likely have to spend time editing it, but it’s a great starting point and can really speed up the process.
Types of content ChatGPT can help you create
ChatGPT can create a whole host of different types of content, so we’ve put together a short list of the types of campaigns in which you can use it:
- Creating captions to accompany social media videos on platforms like Facebook, Instagram, Twitter, etc.
- Writing product descriptions in a compelling and informative way, highlighting their features, benefits, and unique selling points.
- Creating attention-grabbing email subject lines for email marketing campaigns to improve open rates and encourage recipients to read the email.
- Designing blog post outlines to help structure ideas for blog posts, helping content creators organise their thoughts and ensuring comprehensive coverage of the topic.
- Generating landing page copy to communicate value propositions and encourage conversions effectively.
- Crafting engaging newsletter content for email newsletters, including updates, announcements, industry insights, or promotional offers.
How to get the best content out of ChatGPT
You can use the chatbot by inputting your request into the display, and ChatGPT will do its best to fulfil it. It’s really that straightforward; however, you need to be very specific in your request to make sure it creates the type of content you want.
When using ChatGPT, you need to keep in mind that the quality of work you get out is directly linked to the quality of the questions you ask. If you ask it to create a list of top medical practices in your area, you’ll get a bullet-pointed list.
To make the most out of this AI tool, you need to provide clear and specific instructions on what you want it to create and provide guidance on how to do it. We’ve created a list of question ideas to think about when asking ChatGPT for outputs:
- What is the question? Be clear about what you’re trying to achieve. Are you trying to write a social media post? Tell ChatGPT which platform it’s for and what you want the post to cover. Make sure that you’re specific!
- How long do you want your content to be? It’s important to tell ChatGPT the length of the content that you’re looking for, as this will affect how much information will be included.
- What is the tone of voice? How do you want the content to sound? Using buzzwords such as ‘educational’, ‘informal’, ‘simple language’, and ‘funny’ are all good ways to help ChatGPT get the correct tone for your brand.
- Who is your audience? Who is the content for? As people, we alter our language depending on who we’re talking to, and ChatGPT will do the same.
- What kind of grammar should be included? While this might seem like an obvious question, grammar can have a large effect on tone of voice. Should the chatbot use contractions or other grammatical rules that align with your brand?
- Should the chatbot include references? For some content creation, especially in medical devices, this might be the most important piece of information to add, so make sure that you don’t forget it.
Instead of writing something like this:
"Can you write me a post on the best medical device companies?"
A request along these lines is likely to produce better results:
"Can you write me a 200-word LinkedIn post on ‘What are the best medical device companies in the UK?’ Write it in an informal and educational tone for my LinkedIn audience, which is mainly made up of healthcare professionals. Use contractions and online references."
Customer research
ChatGPT can be a valuable tool in customer research and data analysis. It can help companies gather important information and insights to understand their customers better.
For instance, ChatGPT can analyse customer feedback from surveys or social media conversations and identify common trends or sentiments.
An example of this request might look like:
"What percentage of people in the UK use LinkedIn, Instagram, Twitter, and Facebook to find out about new updates in the medical device industry? Can you summarise this in a table that divides the results by gender, age, and region?"
Customer experience
ChatGPT is like a smart assistant that helps companies talk to their audience in a personalised and helpful way.
It can be integrated with customer service chatbots or live chat platforms via an Application Programming Interface (API) (which allows different software applications to communicate and interact) to give quick and accurate answers to customer questions.
Chatbots connected to AI are potentially smarter and more intuitive. ChatGPT’s main strength is being able to understand different forms of language and interpret the request or meaning. This means that no matter how your audience phrases their question, ChatGPT will be able to understand and help.
This potentially means faster and more accurate service, resulting in happier customers. Furthermore, ChatGPT can also learn the customer’s preferences for a more personalised future experience.
Unlike with automated chatbots, a ChatGPT-integrated bot can provide an experience like talking to a real human, without your team having to take time out of their day to man an online chat. Your customers might not even be able to tell the difference, and your team can dedicate their time elsewhere.
If you would like to know more about interfacing AI with your audience, have a look at our article on introducing chatbots on your website: The pros and cons.
Drawbacks of ChatGPT
While ChatGPT can be a valuable tool for marketing efficiency, there are some drawbacks to consider when using it in medical device marketing.
One main problem is that ChatGPT runs on pre-existing knowledge it has learned in the past. This means that nothing it produces will be new or imaginative, just a repetition of what it has already learned.
In the context of medical devices and marketing, this means that it may not have the most up-to-date clinical information or be aware of recent advancements or regulations in the field.
You may also find that, because all the information ChatGPT has learned comes from the internet, it may not always be accurate, and it can be biased. It’s unable to tell if information is true, rather just if it’s popular. So, you need to take information with caution.
Furthermore, as of yet there are no regulations for using AI tools in marketing, so at this stage, we can’t be sure of its repercussions in terms of data privacy. For this reason, it’s best to avoid entering any confidential information or personal data into it.
ChatGPT also doesn’t have a wide medical vocabulary and sometimes struggles to interpret medical terminology or highly specific or sensitive medical inquiries. Inaccurate or incomplete information provided by ChatGPT could potentially mislead or confuse customers, which is particularly risky in the context of medical devices where precision and accuracy are crucial.
Overall, ChatGPT can make your campaigns more efficient and create a lot of content all at once, but you can’t rely on it completely to get it right every time. Keep checking to make sure it gets your tone and facts right and ensure anything it produces is aligned with your brand message.
Your next steps
Hopefully, this article has helped you develop a better understanding of what ChatGPT is and how it can be used to improve your marketing.
While ChatGPT has many strengths that can help add value to your marketing campaign, it’s not perfect and won’t be able to do all the work for you. You need to be specific in your requests and be sure to check the facts that it provides, as they may be out of date.
That said, when you get up to speed with ChatGPT or another AI such as Bard, it will certainly save you time.