New AI tools are emerging daily, but which ones are most useful for B2B veterinary marketers? In our industry, AI is a hot topic, especially as we develop clinical campaigns and content.
While our use of AI differs from that of direct-to-consumer marketers selling retail products, it still has a valuable role. This blog explores how to leverage AI tools effectively without compromising clinical accuracy.
If you take away just one thing from this blog, let it be this: AI is not a replacement for a qualified marketer. AI tools are powerful when used by skilled marketers with industry expertise, subject matter knowledge, and a critical eye for accuracy. AI won’t write your next white paper, but it can enhance creativity and efficiency in your daily tasks.
1. Large Language Models (LLMs)
Large language models (LLMs), such as ChatGPT, are among the most commonly used AI tools in marketing. Regardless of your preferred platform, these tips will help you maximize their effectiveness.
🚨 Important PSA: Never share proprietary company information with an LLM. Additionally, review your company’s internal policies regarding AI use before getting started. With the rapid rise of AI, many companies have implemented AI policies.
How to Use LLMs Effectively
Brainstorming
LLMs are great brainstorming partners. When prompting an AI model, provide as much detail as possible about your target audience, product or service, campaign goals, relevant website URLs, and any helpful competitor insights. Then, refine ideas through an interactive back-and-forth conversation.
Creating Outlines
While LLMs shouldn’t do the heavy lifting for clinical content, they can help overcome the first hurdle: structuring an outline. To generate a useful outline, your prompt should be highly detailed. Include:
- Target audience details
- Keywords from your SEO research
- Key takeaways for your audience
- Competitive content links or examples of formats you want to emulate
- Product or service differentiators
Once you receive an outline, refine it through iteration, and then pass it to a subject matter expert for content development.
Refining Messaging
Need to simplify, enhance, or adjust the tone of your copy? AI can help. Provide your original text and specific instructions for revision (eg, making it more conversational or authoritative). Ask the LLM to highlight its changes and explain its reasoning so you can selectively implement improvements.
Summarizing & Repackaging Content
Once you have long-form content, AI can help you summarize and adapt it for different channels. Specify where the summary will be used (eg, social media caption, email snippet, SMS message) to generate a more relevant draft. This can accelerate copy production for Clinician’s Brief native content spots, social media ads, emails, and more.
Generating Snappy Headlines & Subject Lines
Need a compelling subject line or headline? LLMs can generate options based on specific instructions such as desired length, tone, and keywords.
Tool Highlight: Subject Line Evaluator
AI-powered tools, like Omnisend’s Subject Line Evaluator, can help refine your email subject lines for maximum impact.
A Note on AI-Generated Blogs
If you’re writing blogs to enhance SEO, do not rely on AI to generate the full article. Search engines can detect AI-written content and often rank it lower. Instead, use AI for brainstorming, outlining, and refining—while ensuring the final content is written by a subject matter expert.
Tool Highlight: AI Content Detector
Use tools like Scribbr to assess your blog’s AI-generated content score before publishing.
2. Meta Advertising AI Tools
If you run social media ads through Meta, you may have noticed new AI-driven features. Some are applied automatically, so it’s essential to review your ad settings carefully.
Here are a few key AI tools within Meta Business Suite:
Headline & Description Generator
Meta allows you to provide 5 headlines and descriptions per ad. Once you enter your first set, Meta can auto-generate additional variations. Use these as inspiration or implement them as-is.
Audience Expansion
Meta’s Advantage+ audience tool expands your ad reach to people most likely to engage. However, B2B veterinary marketers should be cautious—this feature may inadvertently target pet owners instead of veterinary professionals. Expanding reach this way could also affect your lookalike audience quality, so use it selectively.
AI Visual Enhancements
When you upload your ad images, you’ll be directed to a wizard that will walk you through the new AI enhancements. If you are connected to several ad accounts, check the catalog association to ensure Meta isn’t associating an unwanted catalog with your ad.
Meta will also search your ad’s destination URL for other appropriate pages and automatically seek to add additional links and information from that URL. If you do not wish to use these additional “extension” links, you’ll want to remove them at this step.
You also have the option to apply visual optimizations designed to increase engagement, including:
- Music and overlays
- Visual touch-ups
- Text improvements
- 3D animations and enhanced CTAs
- Image animation
Ensure these align with your brand and objectives before applying them.
3. Transcribing Webinars
There are many tools available that can help transcribe your long-format webinars. Here’s how these tools can expedite your content repackaging process:
- Transcribe your webinar using AI.
- Give the transcription to an LLM and ask it to:
- Extract key quotes for social media graphics
- Develop an outline for a blog post
- Draft a checklist or guide
- Suggest repackaging ideas (eg, infographic concepts)
- Identify high-impact passages for video clips to share on your website, social media, or with sales reps.
4. AI-Powered Video Tools: Voiceovers & Captions
AI voiceovers have significantly improved, making them a viable option for videos with minimal clinical jargon. High-quality AI voiceovers can enhance your social media, website, and tradeshow booth videos. Many platforms also offer AI-generated captions, ensuring accessibility for viewers who watch without sound. There are even native in-platform tools in Meta and YouTube now that can automatically generate captions.
Recommended AI Voiceover Tools
5. AI-Powered Editing Tools
AI-driven tools like Grammarly go beyond basic spellcheck—they help refine clarity and conciseness in everyday writing. Installing Grammarly’s browser and email extensions can provide real-time writing suggestions across platforms like Outlook, Word, and Google Docs.
Expanding Your Reach
Using AI tools can streamline content creation, helping you efficiently adapt messaging for different platforms. If you want to extend your reach further, the Clinician’s Brief can help! Whether you’re trying to influence prospects over the airwaves with a podcast, on social media, through engaging interactive CE, or long-format webinar-based education, we can help you develop quality clinical content and reach your audience on all the channels where they spend time.
Reach out to our team today to explore how we can support your veterinary marketing efforts.