Akshat Kharbanda is a London-based digital leader working as brand manager at Novo Nordisk
By Akshat Kharbanda, Brand Manager at Novo Nordisk
6 healthcare leaders (and me) attended the kickoff in the new healthcare content peer group in London a few days ago.
We naturally covered AI and here’s five hard truths:
1. Great AI solutions start with a bottleneck.
Everyone’s building tools, but few are solving the right problems. Don't ask how can we use AI. Ask what's still broken.
2. Best use cases are boring.
Forget flashy stuff like hyper-personalised content. Think smarter segmentation, faster insights, better messaging. Quiet improvements that add up.
3. Trust decides adoption.
AI doesn’t fail because the tech is imperfect but because no one wants to take the blame when it is. That's when pilots don’t scale into platforms.
4. Insight without integration is useless.
For AI to matter, it has to show up in how teams plan, act, and learn. Otherwise it's just an expensive proof of concept.
5. Context is the next edge.
We’re moving from “what did they click?” to “why did they click?”. Intent matters more than interaction. Do you really know your customer?
From spirited debate to live demos to legal grey zones, the conversation flew by. Free coffee helped, of course.
Anything you'd add? AI'm all ears ;)
Learn more about putting AI and digital content to good use
In a 2024 members’s call, Marli Mesibov from Verily covered How does content strategy impact health?
The conversation continues in our Healthcare content leaders peer group, which meets regularly in London and New York City. Join us and be a part of the conversation