Unlocking Performance Gains Through AI

In today's rapidly evolving digital landscape, leveraging the power of artificial intelligence (AI) is no longer a futuristic concept but a present-day reality. A significant focus is now placed on technological advancements and AI integration, providing insightful strategies for enhancing performance through AI. 

A recent webinar hosted by True North delves into the practical applications of AI to elevate marketing efforts and drive conversions.

The AI landscape: A Comprehensive Overview

The ecosystem around AI is broad and continually shifting, making it imperative for marketers to stay updated with the latest trends and tools. Traditional methods are being supplemented and often replaced by AI-driven solutions that offer precision and efficiency. 

“AI has become significant in transforming how organizations approach their marketing strategies,” emphasizes Eric Silberman, President & CEO at True North. “It's important to stay agile and adapt to the new technologies to maintain a competitive edge in the market.”

Usage statistics and growth trends

The usage statistics of popular AI tools, especially generative AI programs, paint a vivid picture of their growing importance. As of the beginning of February 2025, rapid user adoption of these tools is widespread, significantly accelerating research and development across various sectors:

• ChatGPT: Over 100 million daily users.
• Perplexity: Sustained 40% month-over-month growth.
• Google: 15% of searches now display AI-generated overviews.

These statistics underscore the increasing reliance on AI-powered solutions across industries, highlighting the fact that integrating such tools effectively can lead to significant performance gains.

Strategies for Performance Enhancement Through AI and Machine Learning

Leveraging SERP and SEO

Healthcare marketers can use AI to optimize search engine results page (SERP) features and SEO.

“While traditional SEO practices remain crucial, AI offers new ways to enhance organic performance,” suggests Jane Crosby, EVP of Strategy & Business Development at True North. “One application of this is using tools like Google Search Console to identify pages experiencing traffic loss over the past three months.” 

This data is a foundation for employing AI tools to analyze content against Google's standards for expertise, accuracy, transparency, comprehension, and reader value.

Creating high-quality, engaging content

Content remains king, but how it is created and optimized has evolved. With the rise of AI-created content, the importance of maintaining a conversational tone and journalistic approach to making the content both SEO-friendly and engaging for readers is more critical now than ever. 

“Ensure that content meets or exceeds guidelines by using prompts with AI tools, such as tools that analyze website content using Google's helpful content standards,” Crosby says.

Focusing on authoritative and semantic relevance

Search engines and AI tools favor authoritative and semantically relevant content. Marketers should concentrate their efforts on the cross-over between these two factors. Authoritative content often comes from well-established sites, but newer, less established sites can also use AI models to enhance their semantic relevance on specific topics.

Monitoring and measuring performance

No matter how your strategy is initiated, performance metrics must be evaluated on an ongoing basis to optimize AI-driven campaigns. 

Large language models (LLMs) are advanced algorithms designed to understand and generate human-like text based on the data they’ve been trained on. To harness their effectiveness, it's essential to implement ongoing evaluation and adjustment strategies through large language model optimization (LLMO).

“For LLMs, you should be running selected queries by hand every one to two weeks to assess progress,” says Melissa Weston, Senior VP of Marketing at US Radiology Specialists. “For search overviews, tracking SERP features and brand mentions using tools like Brightedge or SEMrush. Continuous monitoring allows for fine-tuning strategies and better results.”

Practical Applications of AI in Healthcare Marketing

Integrating AI into marketing strategies has benefits, including: 

• Enhanced data analysis
• Improved decision-making processes
• Higher efficiency and ROI

True North partnered with Weston and US Radiology Specialists on leveraging AI tools to boost campaign conversions. By analyzing large datasets, we saw twice as many conversions and gained actionable insights to tailor our campaigns more effectively. This allows us to reach the right audience with the right message at the right time.

Anticipating challenges and staying adaptable

Healthcare marketers and leadership teams must be aware of the challenges that can arise, such as differing approaches, interpreting large datasets, and maintaining privacy standards. It's crucial to work closely with your IT, technology, and HIPAA compliance partners before adopting new marketing tools. 

By planning ahead and collaborating, you can ensure a smoother implementation and better results. Being proactive now can save you time and headaches later.

Looking Ahead

The future of AI in marketing holds immense potential. Innovations in AI technology continue to emerge, offering new ways to personalize and optimize marketing efforts. As further advancements in machine learning algorithms, natural language processing, and AI-driven automation tools continue to develop, it’s important to stay nimble.

At True North, we take a strategic approach to help our clients:

• Integrate AI with traditional SEO practices
• Create high-quality content strategies
• Strengthen brand identity
• Focus on authoritative and semantic relevance
• Continuously monitor analytics and performance metrics
• Develop omni-channel healthcare marketing campaigns

AI's role in marketing is set to expand even further, and staying ahead of the curve will be crucial for businesses aiming for sustained growth and success. By embracing AI-driven strategies, organizations can unlock new levels of efficiency, engagement, and overall performance.

Want more AI insights? 

Ready to integrate AI into your marketing strategy? Download our free guide “AI Prompts to Enhance Your Digital Marketing Efforts” for expert-crafted prompts that will enhance your digital marketing workflows.