AI Adoption in Healthtech Marketing

In the last six months, we have run two surveys on AI adoption across the healthcare technology market. These surveys were conducted with members of the Healthtech Marketing Network. Members are chief marketing officers, VPs, and marketing directors across healthcare software and technology services businesses.

A Big Shift in Adoption

As the image above shows, healthtech marketers are moving from primarily small-scale experimentation to AI, which is becoming part of multiple workflows. There is room for progress, as few have truly operationalized the use of AI beyond a handful of use cases.

While data from August 2024 showed most organizations were still in an experimental phase, primarily using AI personally, the latest findings indicate a marked shift toward systematic implementation.

Nearly 40% of organizations now report using AI for more than two use cases, with approximately two-thirds employing AI for at least one or two specific applications.

Content creation remains the dominant use case, particularly for blogs, white papers, and marketing materials. Healthtech organizations are increasingly expanding into market research, video production, and sales enablement.

Discussions with these marketers also revealed an interesting constraint: some organizations, particularly larger enterprises, have implemented policies restricting AI due to privacy and security concerns.

Another notable finding is the growing sophistication in how teams approach AI implementation.  Rather than viewing AI tools as standalone solutions, organizations increasingly integrate them into broader workflows and processes. This represents a maturation in the market as teams move beyond simple experimentation to developing systematic approaches for leveraging AI across multiple marketing functions.

Core Functions and Use Cases

As this chart shows, the primary applications of AI in healthcare marketing include:

  • Content Creation: The most widespread use case involves generating and enhancing written content, including blogs, white papers, and marketing materials. Organizations are leveraging advanced language models to improve content quality and production efficiency.
  • Market Research: AI tools are increasingly used to analyze market trends, competitive intelligence, and customer insights. Tools like NotebookLM and Perplexity AI enable deeper analysis of large datasets and a more comprehensive market understanding.
  • Video Production: Some organizations are adopting AI-powered tools like Descript for video editing and content creation, with some exploring advanced capabilities in text-to-video conversion and automated video generation.
  • Sales Enablement: AI is being integrated into sales processes through automated research, personalized content generation, and improved proposal development. Tools like Make.com enable automated workflows that combine multiple AI capabilities.

While usage has increased, the number of use cases where AI is applied is still relatively narrow. In our view, companies were excited about using AI in content creation early on but have not expanded beyond this.

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These findings suggest that while AI adoption in healthcare marketing is accelerating, organizations are taking a more thoughtful and structured approach to implementation, balancing innovation with practical considerations around governance and risk management.

For a deeper dive and a ton of ideas, check the AI Resource Center

Posted by Adam Turinas
Posted in AI and Marketing on January 27, 2025

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About the Author Adam Turinas

Hi, I am Adam Turinas, Health Launchpad's founder. I am passionate about helping healthtech firms succeed through better sales and marketing. I have hard-earned experience in healthcare technolgy as I started two healthcare businesses in the US, the first with zero healthcare experience. We sold the second business to a strategic buyer seven years later. Over 9 years building a healhtech businesses, I have learned how to sell and market effectively to healthcare organizations. Prior to this, I spent two decades in digital marketing across healthcare and other consumer industries where I sold over $100 million in products and services to corporations and healthcare orgs. I would love to talk with you. You can book a call with me on the right hand side. Best Adam (This is page 0 of many)Enter your text here...

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