How to Leverage Emerging AI Tools for Content Creation, Research and Communication

Over the last two years, healthtech marketers have experimented with AI tools. A few have adopted AI at scale.

We recently gathered over twenty healthtech marketing leaders to discuss how they were using AI and to provide fresh perspectives on several emerging tools.

This post summarizes key insights from these recent discussions on leveraging AI for content creation, research, video production, and lead generation. The discussion included a review of frameworks for implementing AI, we examined specific tools and workflows, and discussed the opportunities and challenges presented by these emerging technologies.

Adoption of AI Among Healthtech Marketers

According to the 23 healthtech marketers we spoke with, most are in experimentation.

Content creation use cases are still the primary way these marketers are using AI.

Frameworks for Implementing AI in Marketing

Our AI expert, Casey Meehan reviewed how to integrate AI into marketing processes effectively, and described two frameworks he uses:

1. IPO Framework (Input-Process-Output):

This approach breaks down marketing activities into three stages:

• Input: Gathering data and research
• Process: Analyzing and synthesizing information
• Output: Creating final content or deliverables

By mapping AI tools to each stage, marketers can more systematically incorporate AI across their workflows.

2. Accountability Charts:

Adapted from the book “Traction” by Gino Wickman, this framework involves:

• Creating an org chart-like structure listing 3-4 key accountabilities for each role
• Using this as a map to identify opportunities for AI integration
• Setting quarterly “rocks” or sprint goals to focus AI implementation efforts

These frameworks help marketers avoid getting stuck using AI for just one or two tasks, instead encouraging broader adoption across various processes.

How To Use AI Tools for Research and Source Material Gathering

Perplexity.ai emerged as a powerful tool for marketing processes’ “input” stage. Here are specific instructions for leveraging Perplexity AI:

1. Access PerplexitI at perplexity.ai (consider upgrading to Pro for more features)

2. Enter your research topic or question

3. Perplexity will conduct multiple searches (50-60) and synthesize the results

4. Review the curated list of sources and key information

5. Look for original research, studies, and substantive reports

6. To find downloadable reports, try searching for “[report name] + PDF”

7. Save or download relevant sources for further analysis

Additional tips:

– Use specific prompts like “Find recent studies on [topic]” for targeted results

– Explore Perplexity’s “Copilot” feature for more interactive research sessions

– Compare results across multiple queries to ensure comprehensive coverage

Other tools mentioned for research and transcription:

– Zoom’s auto-transcription feature

– Otter.ai for meeting transcription

– Fireflies.ai for note-taking and meeting summaries

How To Analyze and Processing Multiple Sources with Google’s Notebook LM

Google’s Notebook LM is a powerful tool for the “process” stage, allowing marketers to analyze multiple sources simultaneously. Here’s how to use it:

1. Access Notebook LM at noteblm.google.com (Google account required)

2. Create a new notebook for your project

3. Add sources:

• Upload PDFs or text files
• Paste in text (e.g., meeting transcripts)
• Add links to web pages

4. Once sources are loaded, use the “Notebook Guide” feature to:

• Generate a briefing document summarizing key points across all sources
• Create FAQs, timelines, or tables of contents

5. Use the chat interface to ask questions about your sources:

• Query specific topics (e.g., “Tell me more about declining Facebook usage”)
• Compare information across sources
• Look for surprising connections or insights

6. Pin useful responses to save them as notes

7. Control which sources are active for each query by toggling them on/off

Tips for effective use:

• Load at least 5-10 substantial sources for best results
• Use a mix of industry reports, transcripts, and other relevant documents
• Experiment with combining notes and asking for synthesis across topics

Notebook LM is particularly useful for:

• Analyzing customer interview transcripts
• Synthesizing industry trend reports
• Exploring connections between multiple books or long-form content

Content Generation and Communication with Claude.ai

Claude, developed by Anthropic, offers robust features for the “output” stage of marketing processes. Here’s how to leverage Claude’s projects and artifacts:

1. Access Claude AI at claude.ai

2. Create a new project for your marketing initiative

3. Build your knowledge base:

• Copy key notes and research from Notebook LM into Claude
• Upload examples of your company’s tone and style

4. Use the chat interface to generate content:

• Provide clear instructions on desired output (e.g., “Write a blog post on [topic]”)
• Specify tone, length, and format requirements

5. Leverage artifacts for organized content creation:

• Artifacts appear on the right side of the interface
• Use them for distinct pieces of content (e.g., emails, article sections)
• Edit and iterate on artifacts as needed

6. Utilize Claude’s memory within projects:

• It retains context from previous conversations
• Reference earlier discussions or outputs for consistency

Specific use case – Stakeholder communication:

1. Create a project for a specific initiative (e.g., product launch)

2. Define stakeholder profiles and their interests

3. Input updates or changes related to the project

4. Ask Claude to generate tailored communications for each stakeholder

5. Review and refine each message before moving to the next stakeholder

Tips for effective use:

• Provide examples of desired output rather than describing tone abstractly
• Use the prompt “Rewrite this in a professional tone for someone allergic to hype” to avoid overly promotional language
• Regularly update your project’s knowledge base with new information and approved content

Check out The Most Recent Podcast with Casey

Video Production Tools and Workflows

AI is also valuable in video production for marketing. Here’s a workflow incorporating multiple AI tools:

1. Content Ideation and Scripting:

• Use Claude or ChatGPT to generate ideas and draft scripts
• Prompt: “Create a 150-word script on [topic] for a short marketing video”

2. Voice Generation with 11labs (elevenlabs.io):

• Upload your script to 11labs
• Choose a voice that matches your brand
• Generate the voiceover audio

3. Video Editing with Descript (descript.com):

• Import the AI-generated voiceover
• Use Descript’s stock footage library to add visuals
• Alternatively, upload your own b-roll or recorded footage
• Enable auto-captions for accessibility
• Fine-tune timing and add music as needed

4. Additional Tools Mentioned:

• Harmonica: For automatically generating “snackable” content from longer videos
• Opus.pro: Another tool for creating short-form content from longer videos

This workflow is particularly effective for creating:

• YouTube Shorts or Instagram Reels
• Quick product updates or feature announcements
• Thought leadership snippets from longer interviews or presentations

Opportunities and Challenges

While AI offers immense potential for streamlining marketing processes, several challenges and considerations were discussed:

1. SEO Impact: There are concerns that Google may be able to detect AI-generated content, potentially impacting search rankings. Marketers should:

• Monitor SEO performance closely when implementing AI-generated content
• Consider using AI for outlines and research, but adding human touches to the final copy
• Stay informed about evolving best practices for AI and SEO

2. Maintaining Brand Voice: While AI can be trained on a company’s style, it may still produce generic or clichéd language. Strategies to mitigate this include:

• Providing multiple strong examples of your brand’s voice
• Explicitly listing words or phrases to avoid
• Always editing AI-generated content for brand alignment

3. Ethical Considerations: When using AI for tasks like scientific writing or citation management, ensure:

• Proper attribution of sources
• Verification of AI-generated citations
• Transparency about AI usage where required

4. Tool Selection and Integration: With the rapid proliferation of AI tools, marketers must carefully evaluate options based on:

• Specific use cases and required features
• Integration with existing workflows and tools
• Cost considerations (e.g., per-seat pricing vs. enterprise plans)
• Data privacy and security requirements

Closing Thoughts

Successful implementation requires ongoing learning, experimentation, and a balanced approach that combines AI capabilities with human creativity and strategic thinking. As these technologies evolve, marketers must stay informed about best practices, potential pitfalls, and emerging opportunities to maintain a competitive edge in the rapidly changing digital landscape.

By thoughtfully integrating AI into their workflows, health tech marketers can free up time for higher-level strategy, deliver more personalized experiences to their audiences, and drive greater impact for their organizations.

Health Launchpad has covered this topic extensively. Check out the AI Resource Center.