AI Usage in Healthcare Marketing: Case Study

CEO & Founder of Hedy & Hopp Jenny Bristow is joined by Senior Digital Producer Suzie Schmitt to discuss a real-world example of AI and automation in healthcare content marketing: the creation of Hedy & Hopp’s in-house tool, Hoppywriter. They explore the tool's purpose in increasing efficiency and quality for healthcare marketing blogs, the technical and ethical considerations in its development, and how it ensures humanity remains at the center of content creation. The conversation highlights practical applications of AI to enhance—but never replace—human writers and the efficiency of their processes.

Episode notes:

Enhancing Human Output with AI: Hedy & Hopp's core philosophy for leveraging AI and automation is to enhance human output and efficiency—not to replace the creative work of humans.

The Hoppywriter Tool: A custom-built tool designed to streamline the delivery process of healthcare marketing blogs. It empowers writers by providing all necessary information—high-value keywords, client voice, doctor information, and awards—in one centralized Google Sheet, using a Google App Script as the backend.

Efficiency Pipeline for Content Creation: Hoppywriter integrates with tools like Wrike (project management) to pull in SEO keywords and client data, then pushes a fleshed-out brief to the writer, significantly cutting down the time required for editing and writing.

Guardrails and Data Safety: Discussion on the critical guardrails for AI tools, including rigorous stress testing with edge cases and ensuring all client data is secure. Hedy & Hopp uses a custom Gemini ecosystem in a Google Cloud account, covered by a Business Associate Agreement (BAA), ensuring data is never used to improve the models and never leaves their data silo.

Combating Content Repetition with the Jaccard Index: The Jaccard Index (a metric of similarity between objects) is used to establish a threshold for each client and campaign. This system automatically flags any blog topics or paragraphs that are too similar to past content, ensuring content freshness, which is crucial for complex healthcare topics that can easily become repetitive, like orthopedic surgery.

Advice for Incorporating Technology: Organizations seeking to set up similar processes should utilize existing tools, recognize the power of low-code solutions like Google App Script, adhere to strict security protocols for API keys, and hold AI tools to the same fundamental requirements as any other vendor (e.g., antivirus software, web hosting).

Connect with Jenny:

Email: [e-mail]

LinkedIn: https://www.linkedin.com/in/jennybristow/

Connect with Suzie:

LinkedIn: https://www.linkedin.com/in/suzie-schmitt/

If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.