How to Turn AI Content Tools like Jasper and Copy.ai Into an Advantage in Enterprise Healthcare Tech

I try to go light on the sports analogies, but sometimes they slip through…this is one of those times. 

Over the past couple of years, I’ve seen multiple clients quietly go dark…coincidentally just as tools like Jasper and Copy.ai were gaining traction. I knew it was coming…I also knew they’d be back. 

I’d tried AI tools myself as an experienced healthcare tech writer who’d worked with hospital executives, and I knew they weren’t able to magically turn a sales deck into a blog. But it wasn’t just that. The real issue was that none of the tools generated anything that would get through the filters of the highly educated and experienced members of the healthcare tech buying committee—at least not without a few tweaks to where they were used in content workflows. 

And that’s where martial arts comes in. 

When I started Brazilian jiu jitsu (many, many years ago), one of the first trends I remember my coaches complaining about was YouTube. 

It was a great option for sharing and learning techniques, but people new to the sport would almost invariably come into class…super excited about some flashy move they’d run across, ready to try it on their unsuspecting teammates.

The response from the coaches was always the same: “You’re not ready for this. You haven’t gotten your fundamentals down yet.”

This wasn’t the coaches trying to dampen anybody’s enthusiasm. They’d just seen a few things and knew two critical facts…

1. That trying things that are too advanced can be unnecessarily risky and even dangerous 
2. That time spent fussing around with advanced moves actually has a high opportunity cost—draining time and energy that could have been spent on refining the universal fundamentals that don’t change, no matter what’s being innovated in the sport.

I used to hear that and believe them, but after a few months, the proof of what they were saying started to emerge.

Students who focused on the basics were winning matches and seeing progress. Those who couldn’t shake the distraction of trending moves fell behind, lost competitions (because they weren’t able to apply high-context techniques against fundamentally-competent opponents), or dropped out altogether out of frustration.

But dedicated students (the ones with flexible egos) did eventually figure it out. 

They matured and realized that the fundamentals are actually the path to optimized use of more advanced techniques. 

And that’s the thing about AI content tools. 

They look amazing on the surface—like they can solve those expensive, draining, unexciting content problems with a SaaS subscription—but much like the challenges that healthcare software addresses for patients, clinicians, and care communities, the software is never the whole solution, it’s just a tool. 

For leaders who championed these investments, a pivot can be incredibly frustrating and even a little bit embarrassing if the investment was significant and the opportunity cost was high. 

The great thing, though, is that you have options in how you use AI content tools.

💠Use them for ideation and briefs

💠Dedicate them to repurposing existing content

💠Apply them to atomizing for distinct roles and titles on the buying committee (aligning your content strategy with how healthcare buys tech)

💠Feed them rich, human-first content for new campaigns

AI tools like these absolutely have their place in selling to the healthcare enterprise. They just aren’t a replacement for entire content programs (and especially not your fundamentals) and are best used to enhance and scale human-to-human interactions built on solid, human-first fundamentals.That’s the heart of the Outcomes-Based Content Marketing framework…and I invite you to learn more about how it can transform the ROI of your AI investment on a quick intro call with Megan Williams. You can schedule that here.