This collection highlights strategic copywriting developed for B2B and healthcare audiences. Each piece is grounded in audience insight, narrative structure and performance objectives — supporting demand generation, thought leadership and go-to-market initiatives.
AI in Healthcare: Balancing Trust and Promise
“If everyone jumped off a bridge, would you jump too?” This age-old adage takes on new meaning when we consider the role of Artificial Intelligence in healthcare. The AI revolution is just beginning, and after the initial fear of job displacement by robots, we can now discuss the potential of AI in healthcare. However, it’s crucial to approach this technology thoughtfully by understanding its capabilities and ensuring it aligns with your strategy.
Consumer Perspective: Challenges and Potential
Industry experts have identified several areas where AI holds promise. From ambient listening tools for clinician notes to helpful chatbots on company websites, AI can benefit both patients and providers alike. But there’s a challenge: patient trust. Winning over patient loyalty can already be an uphill battle in the American healthcare system — it’s important to be cautious of consumer sentiment when rolling out AI advancements within your system or you risk alienating patients even further. Surprisingly, one in three consumers distrust AI’s impact on healthcare, with 94% expressing reservations (NRC, 2024).
Consumers’ top concerns about AI in healthcare include:
• Losing the Human Connection or Time with Doctor
• Inaccuracy of the Technology Causing Errors
• Impersonal Treatment Plans that are One-Size-Fits-All
On the flip side, consumers recognize important benefits:
• Faster Access to Medical Care and Information
• Faster and More Accurate Diagnosis
• Analytical At-Home Health Monitoring Devices for Early Intervention
• Freeing Up Doctors to Spend More Time with Me
• Ability to Predict a Disease Before it Happens
When implementing AI, consider starting with what consumers are comfortable with. Virtual care diagnosis and at-home monitoring seem like logical choices, but we must balance efficiency gains with the risk of losing the human connection – something already exacerbated by being virtual. Accuracy and follow-up by trained practitioners are essential so that an appropriate care plan can be made. In some cases, AI shouldn’t be seen as a replacement tool, but rather as an opportunity to expand access and streamline care delivery. Through quicker diagnosis and better real-time monitoring, patients can be seen at a quicker rate when they need help, decreasing the deferment of care, while also freeing up care teams’ schedules.
Enhancing Patient-Doctor Interactions: The Role of Ambient Listening
Another compelling use case for AI lies in ambient listening technologies within the exam room. These tools allow doctors to focus entirely on patients during visits, as the technology takes notes seamlessly throughout the visit. This is an easy win for doctors and patients alike, as patients can receive care from a doctor who is fully present and listening, while the doctor doesn’t have to worry about multitasking. By eliminating the need for manual notetaking, doctors can provide more attentive care, and patients benefit from feeling truly heard and connected with by their healthcare provider, further enhancing their experience and the personalization of care.
Renown Health, the largest non-profit health system in Northern Nevada, has recently implemented an ambient listening technology, and has already seen improvements in workflow efficiency and in reducing administrative burdens. Renown Health’s Division Chief of Primary Care, Dr. Marie McCormack, goes on to share the challenges the industry faces with the lack of primary care physicians, and how ambient listening can help level the playing field. She also states that, with their physicians’ very busy schedules, ambient listening tools are a game-changer, allowing physicians to spend more time with the patient rather than taking notes (Dr. McCormack, 2024).
Predictive Analytics: A Game Changer in Healthcare
Lastly, experts identified predictive analytics as one of the biggest game changers in the world of healthcare. Predictive analytics has a wide range of use cases all focused on helping health systems remain agile, and proactive instead of reactive. Its applications are vast:
• Reducing Wait Times: Predictive models can optimize appointment scheduling, minimizing patient wait times.
• Enhancing Patient Engagement: By tailoring communication preferences, healthcare systems can engage patients effectively.
• Early Diagnoses: Analyzing patterns and patient health data allows for timely disease detection.
• Population Health Management: Predictive analytics aids in identifying at-risk populations and designing targeted interventions.
• Resource Allocation: Efficiently allocate resources across the system, improving cost-effectiveness.
As the AI revolution unfolds, (hopefully not the one from Terminator), it has never been a better time to increase our understanding of the benefits of AI and its real-world applications in healthcare. By adopting AI technologies, healthcare systems can be at the forefront of improving population health, reducing cost of care, enhancing the patient experience, and improving provider satisfaction. And who knows, if the Skynet Terminator revolution does kick off, at least we’ll all be ready!
Billing Experience: The Last Stop to a Positive Patient Encounter
Ease of payment in consumer transactions outside of healthcare is considered the norm, and an expectation. Anything other than an easy paying experience will decrease consumer loyalty, and risk tarnishing your brand. Why should healthcare see it any different?
Patient billing is often the last touchpoint of the patient journey -- the last step for a patient before sharing their story with family and friends, or in an online review. In a care setting, billing experience should be an even bigger priority compared to the consumer world, but we often find billing either outsourced, or the final boss battle to a positive patient experience. Imagine you’re receiving care, and you have had an amazing, quality experience with your care team. Everyone is giving you their full attention, answering all your questions, and really taking the time to fully understand you and your illness so that you can get back to being the best you. This positive experience then comes to a screeching halt after you are on your third phone call trying to find someone who can answer your questions or assist you with billing errors. Congratulations, you have just entered the last stage of hell; stuck on hold, listening to the same waiting music for over an hour.
After all is said and done, do you think the patient is still focused on how great of a care experience they just received? Best case scenario, the patient’s experience has been tarnished, but not completely ruined as they still value the care they received. They will go back to your system to receive care in the future but will always dread coming because they know how difficult the billing process is. Even more so, they will not be as big of a promoter of your brand as they would’ve been if their last consumer touchpoint was a positive one. Worst case scenario, you have lost a patient for life and possibly their friends/family. In fact, research shows that only 18% of patients who had a good care experience would come away with a positive overall perception of care if they had a bad experience with the billing and payment process (NRC Health 2023).
For such an important stage in the patient journey, why would you hand the keys over to a third-party organization, or a department not under your purview? Billing is the last patient touchpoint after they leave your facility and having a bad taste in your mouth because of billing will surely affect that patient’s health system of choice. In fact, a recent survey says that 38% of healthcare consumers have already switched providers because of a bad billing experience, and 47% of consumers say their health was impacted by difficulty paying a healthcare bill (Cedar 2024). That is a big chunk of patients leaving for non-clinical reasons.
This starts to make even more sense when we look at how many hospitals are even in compliance with pricing transparency regulation. A recent report found that only 34.5% of the hospitals examined were fully compliant with price transparency regulation (Patient Rights Advocate, 2024). This means that many health systems are not providing access to clear and accurate pricing information. CMS requires systems to provide a machine-readable file with all items and services, as well as a consumer-friendly display of services. When we look at the whole picture, it starts to make sense on why healthcare billing is an uphill battle for patients.
Some patient experience teams have started to take control of this last touchpoint of the patient journey by capturing meaningful insights during the billing process. Teams are then able to successfully measure billing experiences, empowering them to drive process improvement through the consumer sentiment they receive. Others are using automated systems to catch patients with billing issues so that teams can follow up to answer questions and assist.
Whether it’s listening to consumers throughout their billing experience, or by having a team dedicated to billing questions and disputes, it’s important to take ownership of the last stage of the patient’s experience.
The Funnel Wars
If you were the CEO of Blockbuster, would you go back in time to buy Netflix? Hindsight is often 20/20, but the best lessons can be learned from looking towards the past. The healthcare industry has already entered The Funnel Wars, and most healthcare leaders don’t even know it.
According to the CMS (Center for Medicare & Medicaid Services), U.S. health care spending has reached $4.5 trillion dollars in 2022 or 17.3% of our total national GDP. Many disruptors are entering into the healthcare space, all looking to take a piece of that market share. We don’t have to look far to see how these stories often play out. When it comes to disruptors, fortune usually favors the bold. Netflix took over media, Amazon took over retail, Uber took over taxis, and Airbnb took over hospitality. Healthcare is now the latest of many industries facing market disruption from new entrants. Retail Health and Big Tech have started to make big changes in order to grab a piece of the pie and although they are late to the party, we also know how slowly the healthcare industry moves.
Retail Health has been one of the largest healthcare disruptors so far. We know the healthcare industry has been moving towards consumerism for awhile and is something that Big Retailers Amazon, Walmart, and CVS understand all too well. Now we are seeing these retail giants enter the primary care space, which could spell trouble for many traditional health systems. Consumer loyalty to these brands is unmatched, while patient loyalty is something that many health systems have been struggling with for some time. If health systems want to catch up, they are going to have to take lessons from these consumerism giants’ handbook.
When we look at Brand Key’s top 100 Brand Keys Customer Loyalty Leaders List 2023, there is not a single health system on the list, but do you know who is? Amazon, Walmart, and CVS -- all companies who excel in fully understanding their customer’s values, habits, and preferences throughout the entire buying journey. Health Systems will have to practice the same amount of diligence in 2024 when it comes to consumer and market research in order to fully understand their patients’ values, goals, and fears so that they can make the best strategic decisions for their brand and drive patient loyalty.
Anova Sets the New Standard
ANOVA is setting a new benchmark in industrial remote monitoring through its next-generation tank telemetry, advanced analytics and fully integrated platform solutions. Trusted by operations teams across the industrial gas and chemical sectors, Anova is recognized not merely as a vendor, but as a strategic partner embedded within customer operations.
With over 30 years of industry expertise and a global network monitoring more than one million assets, Anova delivers proven reliability and scale. Its platform empowers businesses with predictive analytics, real-time alerts and customized reporting — tools that drive operational efficiency, reduce waste and enhance profitability.
Anova’s collaborative approach ensures solutions are co-designed to align with specific business goals, transforming monitoring from a passive function into a proactive, strategic advantage. Customers benefit from robust reporting and actionable insights that streamline inventory management, prevent downtime and support data-driven decision-making.
Dedicated customer success teams provide proactive onboarding, continuous optimization and measurable performance improvements. With a strong emphasis on data security and regulatory compliance, Anova helps businesses stay ahead of evolving market demands.
For organizations seeking to elevate operational resilience and long-term growth, Anova offers a comprehensive, future-ready monitoring solution that delivers results on day one.
