How AI will transform the patient journey

Today, countless people rely on forums, social media or other platforms to research and discuss their health and medical conditions. These communities have been a wealth of information not only for patients, but also for healthcare providers. When brands are aware of patients’ symptoms, frustrations and lived experiences, they can answer their unmet needs. And when brands better understand physicians’ digital behaviors, they can more effectively engage them online.

Generative AI tools, however, are already transforming these digital behaviors, says Ashwin Balasubramanian, an expert in digital ecosystem mapping with Ipsos’ Healthcare team. As the online patient journey evolves, it will be critical for brands to understand how generative AI tools influence patient decisions and behaviors. Then, healthcare brands can more effectively position themselves as a trustworthy source of information for consumers and providers, Balasubramanian says.

“Brands will need an understanding of emerging information sources, their accuracy and their downstream impact on patient health decisions.”

For further reading

Ipsos finds doctors remain wary over patient use of health data, but are excited about AI in diagnosis

Adding AI to ads, search and social media drastically lowers Americans’ trust

Ipsos Top Topics: Artificial Intelligence