AI is rapidly changing the language of healthcare: How can brands keep up?
From “AI nurse” to “medical co-pilot,” a new vocabulary is emerging in healthcare. This new vocabulary is the result of countless new technologies, products, and services entering the daily life of patients and practitioners. Amid all the change, AI healthcare branding will play a critical role in determining which will “stick” and which will fade. Effective branding will help drive early adoption, provide a foundation for trust, and support perceptions of performance. To succeed, industry leaders and emerging start-ups alike face a daunting task: shaping the new language of healthcare.
Key Findings
The healthcare industry is undergoing a rapid evolution. Technology brands such as Apple and Amazon are not only entering the industry, but they are also resetting expectations. A wave of new technologies, products, and services has introduced new terminology on top of a brand landscape already known for being complex and technical. Amid all the change, a brand’s first impression is more important than ever.
Over the past year, we have been studying the healthcare brand landscape, including interviews and surveys with consumers, developers, and healthcare professionals. We have identified three key brand imperatives to drive effective AI healthcare branding.
- A new language is emerging in healthcare tech. Brands must avoid fueling confusion by creating brand language that is simple and clear.
- Consumers have paradoxical attitudes about the role of AI in healthcare. Brands must signal and reinforce trust.
- For everyday use cases, consumers tend to prioritize convenience over performance. For healthcare, the opposite is true. Brands must lead with performance over convenience.
In any industry evolving a quickly as healthcare, effective branding will play a central role in shaping the leaders of the industry.
Want to learn more about the research or get involved in the next phase? Reach out to dmitri@lexiconbranding.com.