AI Says. Swaay Responds.

We let ChatGPT be the third host Brittany Quemby and I decided to try something new. We asked ChatGPT what it sees most often from healthcare marketers and then tried to guess the answers ourselves. Think of it as “AI says… and Swaay responds”. We asked four things: the most overused word, the city people plan events around, the conference they’re researching, and what they’re actually using ChatGPT for. Brittany and I had a friendly competition to see who was more in tune with ChatGPT. Overused words by healthcare marketers I expected “workflow”, “clinicians” or “burnout” – they’re everywhere in press pitches, booth copy, and websites. Alas, the most overused word turned out to be “innovative”. It’s a word that everyone loves to use to describe themselves, but as Brittany put it: “It’s a word that really says nothing and if everybody’s innovative, then nobody really is.” Healthcare Cities and conferences Both Brittany and I were hoping to see less popular cities appear on the list of places that healthcare marketers are searching for when planning their own events. Sadly it was major conference cities like: Las Vegas, Orlando, Chicago, and San Diego that topped ChatGPT’s list. While the answers were not surprising, we learned something important. We should’ve asked about planning their own events, separate from the big conferences already in those cities. ‘Planning events’ was just too broad. Something similar happened with our next question, all the usual large conferences showed up: HIMSS and HLTH, but also a few that are specific to healthcare marketing like HCIC, HMPS, and (surprise!) Swaay.Health LIVE. At first Brittany and I were proud, but after we filmed the video, we started to think that maybe it wasn’t a good thing we appeared on the list. Why? Because if people are turning to ChatGPT to learn more about our event then we have not done a good enough job educating our target audience about it. How healthcare marketers are using ChatGPT The answers to this question were as expected…except for one. Content creation, of course, was the top use-case. Event planning and marketing strategy were also popular, but it was personas that caught us by surprise. Using ChatGPT to help with developing and testing personas is an excellent use of the technology and it was very encouraging to see it as one of the top uses for the platform. I did not think it was something a lot of healthcare marketers were using it for. I was glad to be wrong. An important ChatGPT lesson The biggest takeaway from this fun exercise: prompts matters, but the follow-up thinking matters more.