The Future of Life Science Marketing: Human and AI together

08.12.24 06:58 AM - By Sejal Bhairam

Why AI Won’t Replace Life Science Marketing Anytime Soon—And How You Can Make It Work for You

AI isn’t just some far-off dream anymore. No, it’s real and already making waves across different industries worldwide, changing how we communicate and shaking things up in various sectors. AI is causing an impact in many verticals, including life science marketing. Now, with all these new and exciting advancements, a question pops up and that’s pretty common: “Will AI take over my place?” Well, the short answer is no, at least not quite the way you may expect. AI is not a threat but a handy tool that can help life science marketers be more efficient and creative like never before. Let’s first discuss the fact why AI is not the reason that life science marketing folks need to worry about being replaced and we’ll also chat about how you can leverage it to level up your content strategy. Sound good?

» AI boosts Creativity; It Doesn’t take over

You know those AI tools like ChatGPT or Jasper? They can churn out blog drafts, social media captions/updates, or even whitepaper outlines in just a few minutes. Pretty cool? right. But here’s the thing: AI misses the special human touch.

There’s this well-known computer scientist, Andrew Ng, who said, “AI is the new electricity.” Just like electricity transformed industries, AI can supercharge our workflows. But here’s the kicker: it still needs skilled people to steer the energy in the right direction.

Take, for example, drafting an article about the latest CRISPR tech breakthroughs. Sure, AI can help you get started, but it can’t match the depth of knowledge or the emotional connection that a human writer brings to the table. Marketers add value by:

Crafting stories that resonate with audiences.
Offering fresh perspectives drawn from their own experiences.
Infusing empathy and a sense of cultural context into what they’re saying.

So, here’s a pro Tip: Use AI to bounce around ideas, but let your creativity and expertise shine in the final product. Think of it as having a co-pilot, not someone who’s flying the plane alone.

» AI Needs Accurate Data—And That’s Where You Come In

AI tools rely on existing data the data that’s already out there to create content. But, as Bernard Marr from Forbes points out, “AI is only as good as the data it’s trained on.” And here lies one of AI's major weaknesses is that it can, you know unintentionally propagate misinformation or bias if the data it’s using isn’t spot on.

For life science marketers, this opens up a door for you to step in as fact-checkers and curators. Let’s say you’re creating a campaign around a newly approved drug. Sure, AI can help gather some initial info but it’s really on you to check the facts, highlight key takeaways, and make sure everything aligns with regulatory standards.

Take this example: AI might throw out some catch-all phrases like, “This drug can change lives!” But you, as a marketer, know how to dive deeper, right? You can pull in peer-reviewed studies or quote experts, making your messaging way more credible and impactful.

» Search Engines Aren’t Going Anywhere

There’s a common misconception that AI chatbots, like ChatGPT, might just push search engines out the door. But, honestly, that’s not the case at all. Platforms like Google are still super important for how people search for information. Why? Well, it’s pretty simple because sifts through billions of webpages and provides transparency along with links to sources. Something that, let’s face it, AI responses don’t always give you.

Google’s CEO Sundar Pichai has pointed out that AI and search engines work hand-in-hand: “AI will not replace search; it will make it better.” Pretty insightful, right?

For marketers, this means SEO (search engine optimization) is still a big deal. The cool twist here? step in to help with things like keyword research, optimizing your content, and even analyzing competition, allowing you to create targeted campaigns way quicker than before. Mix in AI tools like SEMrush or Clearscope with your expertise to develop high-ranking content that drives traffic and brings in those leads you’re after. It’s all about working smarter!

If you're looking to boost your SEO strategy, check out our new blog. “ SEO for Life Sciences: Outsmart Your Competition and Attract Organic Traffic”

» AI Can Free Up Your Time for High-Impact Tasks

Let’s be honest—there are those boring tasks that just gobble up your time, right?

Like putting together reports.
Or messing around with formatting for email newsletters.
And don’t even get me started on the endless research on industry trends.

AI excels at automating these processes. This means you can shift your focus to more strategic activities, such as brainstorming campaign ideas, connecting with clients, or attending industry events.

Seth Godin, a well-known marketing strategist, nails it when he says, “AI can take care of the tasks, but it’s humans who create the magic.”
Take a real-life example: imagine a life sciences company that employs AI to break down its audiences and tailor email campaigns. Sure, AI can do the heavy lifting, but the powerful narrative about how their product has saved lives? That’s all about the marketers who genuinely connect with customers on a human level.

» AI Pushes Marketers to Evolve

Alright, let’s be real—marketing is already experiencing some big changes. With AI stepping into the picture, many processes are becoming quicker and way more efficient. But here’s the thing: it’s not about taking jobs away. No, it’s more about reshaping what those jobs look like.

For folks in life science marketing, this is your cue to stay flexible. You get to learn how to make the most of AI and stay adaptable. There are great platforms out there, like HubSpot Academy, Coursera, and LinkedIn Learning offer accessible options for mastering AI in the marketing world.

Mindset Shift: It’s so important to not see AI as your competitor or enemy. Instead, think of it as a partner that can help you stay ahead of the curve in this fast-changing landscape.

Get Started Now