by Jonathan Kay, MPP, Managing Partner, Health Market Experts & BioHealth Innovation, Inc. Entrepreneur-in-Residence
As we conclude our Optimizing Launch Messaging series, we’ve explored how to create clear, targeted, and evidence-based messages. For our final insight, we’re focusing on a tool that’s rapidly changing the communication landscape: artificial intelligence. We’ll focus on generative AI here, and similar lessons can apply to agentic AI down the road.
Insight 7: Engage the power of AI in message optimization
When preparing for launch (or really any high-stakes communication) the strongest messages come from a partnership between humans and AI. Here’s the workflow we recommend:
A. Workshop the message development 🧠
Bring your teams together early to outline goals, target audiences, and the strategic backbone of your message.
B. Invite AI to that workshop 🤖
Use AI to generate message concepts, explore angles you may have neglected, and broaden strategic and creative possibilities. Three years ago, I wrote an article about inviting AI to the clinical care team. That’s happening more and more. Similarly, we should invite AI to our consulting workflows.
C. Refine the messages with humans 👥
Review AI-generated ideas with expert oversight to ensure accuracy, nuance, and alignment with your strategic intent.
D. Test the messages with real stakeholders 🔍
Interview stakeholders to find out how the test messages land. Focus on audiences that will make or break your launch. That could be physicians, payer decision makers, patients and their advocates, hospital executives and more.
E. Refine again before deployment 🎯
Integrate testing feedback to sharpen language, strengthen relevance, and remove confusing or misaligned elements.
F. Build in a post-launch feedback loop 🔁
See our earlier post Tactic #5 about defining and measuring success to evaluate the impact of your message, and inform your future communications.
Recently, Health Market Experts, LLC teamed up with Oakton Communications Partners and Sequencr AI for a series of webinars showcasing our point of view on the power of human + AI collaboration in message optimization for issues and crisis management. Our methods for GTM message optimization were applicable in the context of issues and crisis management, too.
Have you used AI in your messaging work? 💬 What worked well for you?
DM me if you’re interested in learning more about our point of view or engaging in one of our workshops.
If your organization is preparing to launch a new business or brand, connect with us (message me on LinkedIn) or visit https://www.healthmarketexperts.com/ to learn more about how we can help you with messaging and commercial strategy to set your business and brand on a path of success.
Written by a human. This post expands on content I previously wrote as a blog at Catalant and delivered in guest lectures at Rutgers Business School.
Visit https://www.linkedin.com/in/jonathan-kay-healthcare/ to connect with Jon on LinkedIn.