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Facebook Messenger Part III: Patient Connections Through AI


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In the third part of Susan Sutherland's Facebook Messenger blog series, Klick Health's Senior Community Manager dives into how artificial learning via FB Messenger can make for a better patient experience.

Using AI in Messenger is taking the automated messaging we learned about in part two to the next level. With AI, users can type out questions and commands to your brand and the bot will understand and respond correctly. This means that users will be pointed to areas of your website that are most relevant to them. Messenger, supported by AI, is a great strategy for strengthening patient relationships and driving conversions.

Whatever your key message, it can be delivered through Messenger. If adherence is an issue you can prompt for them to sign up for reminders. If you want to promote a Find-a-Doctor site, you can direct users to that page. Having Messenger and AI will increase the conversions and consumptions on your website.

You may be thinking that this will be a hard sell for any med-legal team. But our thinking is this is actually no more difficult than selling through a simple Facebook strategy. Messenger is a closed environment, with a one-on-one relationship. This means that the fear of AE exposure should be low since the messages are kept out of the public eye. Additionally, if your brand is already on Facebook and has the ability for users to message the page then you’ve already opted-in to the Messenger platform.

So what is the main takeaway from this series? Consider Facebook Messenger as another communication channel for your CRM messaging. You can roll out your strategy in phases depending on your needs. Your audience is there, it is time to optimize your content towards socially-digestible content.

To see other successful brands using Facebook Messenger inside and outside of healthcare, click here. And in case you missed them, take a look at Part I and Part II of my Facebook Messenger blog series.



Contact your Klick Social Rep and they’ll get your started on a Facebook Messenger strategy.


More About the Author

Susan Sutherland

Susan Sutherland has been working in marketing for the last several years specializing in pharmaceuticals, lifestyle and OTC brands. While at Klick she has driven brand results for companies such as Takeda, Novartis, Allergan, and UCB. She has a strong background in social media strategy, most notably having worked on the award-winning Lighter Blue campaign for Takeda that earned the title of the top pharma page in the US with posts exceeding 1MM likes. Her passion lies in finding unique audience insights to drive digital strategies. At Klick, Susan can be found activating strategies and tactics across a suite of brands. Her work includes experience in oncology, neurology, gastroenterology and mental health.

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