4 ways to rebrand AI in healthcare

Artificial intelligence has the potential to be a critical tool to help deliver exceptional and personalized healthcare. In fact, while many patients might not realize it, AI has been used in healthcare for years to reduce administrative burdens, automate routine tasks, and increase the accuracy of everything from diagnoses to prior authorization requests.

With the rise of generative AI and its use of large language models to synthesize and create new content such as text, images, and videos, we are on the cusp of the next frontier in our ability to improve healthcare for all.

AI’s role in the patient-physician relationship

At Athenahealth, we see AI as a critical tool that can simplify the practice of care, not only by reducing friction at every point in the healthcare continuum but also—especially with the promise of GenAI—extending new capabilities that can make healthcare better and more personal.

But what we do next will determine whether these tools can move beyond initial hype and stick around to effect lasting change and cure the complexities of our healthcare system.

Just as important as building and evolving the technology is our ability to market AI’s benefits to physicians and patients alike, to ensure that it’s leveraged to help reclaim what’s at the heart of exceptional care: a meaningful patient-physician relationship.

Perceptions about AI in healthcare

As a chief marketing officer, I can confidently say that AI in healthcare has an image problem, with perspectives ranging from wild optimism for AI as a cure for all that ails the healthcare system to fear that AI will destroy care as we know it. For example, Athenahealth’s Physician Sentiment Survey conducted by the Harris Poll found that while 83% of surveyed physicians believe AI could eventually reduce many of the problems facing healthcare, 60% cite the loss of human touch as their biggest worry regarding the use of AI, and 40% believe that AI is overhyped and cannot meet expectations.

Similarly, a patient-focused survey of individuals’ attitudes toward the technology conducted by the Pew Research Center found that most respondents (60%) would be uncomfortable if doctors relied on AI to diagnose conditions and recommend treatments. In addition, 57% said they thought using AI for those purposes would make the patient-doctor relationship worse.

There’s a gap between perception and reality, and we all have a role to play in rebranding AI for success. There is work ahead for health technologists to properly convey the benefits and promise of AI while helping to erect guardrails for ensuring it reaches its potential across all aspects of healthcare. For patients, our work is to apply a consumer mindset to healthcare, ensuring we understand where technology and AI can help create the experience and outcomes we desire.

Here are four ways to ensure a better brand image—and better outcomes—as AI in healthcare gains traction.

1. Focus on a great digital experience.

While consumer expectations about the digital experience have reshaped most industries, healthcare has lagged. But that won’t be the case for long. Medical practices that focus on superior digital experiences like online portals and patient apps will stand out from the rest and will increasingly influence how patients choose practices.

2. Be clear about what AI is and what it can do.

At a time when more than 40% of surveyed physicians are unsure how they feel about AI’s benefits—with 39% optimistic and 21% pessimistic—it’s clear that there’s opportunity to educate clinicians and patients alike on AI and its potential. The key to building trust will be differentiating hype from reality.

3. Center AI on the needs of the end users.

Technologies that solve real and immediate problems for users—both physicians and their patients—will gain momentum and win the market faster than technologies that are simply nice to have. For instance, patient communications are becoming a major source of burnout for physicians who often feel like they’re fielding patient questions all hours of the day. At Athenahealth, we are exploring ways to leverage GenAI to streamline communications in ways that help physicians better manage their inbox while ensuring patients get timely, personalized answers.

4. Participate in the AI development process.

All of us in the healthcare industry should be involved in determining how AI will continue to evolve and be applied. While AI implementation is moving faster in other industries, in healthcare we must proceed with caution, working together to protect patient and clinician privacy and prevent bias and misdiagnosis. But proceed we must, to ensure innovation continues to deliver the outcomes and the experience that providers want and that patients need.

The takeaway is clear. Adapting AI capabilities into healthcare requires responsible implementation with a clear focus on removing barriers to the physician-patient experience and building bridges that enable care that is more human, not less. When it comes to AI and its ability to enable a healthcare system that works for all, perception is just as important as reality.

Stacy Simpson is CMO of Athenahealth.

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