Marketing Meets Machine: How AI Is Reshaping Medical Practice Marketing (AI Series Part 2)

“Wait — hold up. Sam… you run an International, world renowned, award winning,  marketing agency, and now you’re telling me to use AI to do my own marketing?”

“Like... just me, ChatGPT, and some random prompt? Are you serious?”

“Aren’t you basically telling people not to hire you?”

I get it. It sounds kind of insane, right?

But there is a method to the madness. 

Yes — I’m your neighborhood marketing dealer. Yes, this is my livelihood. And yes — I’m telling you AI can now help with a lot of the work that used to be regarded as agency-only. Strategy. Branding. Copy. Design. Analytics. All of it, suddenly, is within reach.

But here’s the thing: It still takes a team. It still takes time. It still takes HUMAN strategy - to put together an AI strategy. Digital marketing agencies aren’t going anywhere. Our industry still needs strategists, designers, copywriters, analysts — the people with deep, specialized expertise who actually know what they’re doing. 

If you’ve seen enough AI-generated content, you know how easy it is to spot the bad stuff. The lifeless, slightly off tone and monotonous copy that uses the same buzzwords recycled over and over. It’s the “uncanny valley” of marketing — and it screams that someone just hit copy-paste on the first output of ChatGPT.

That’s why agencies still matter. Because the people behind them, with years of experience in the marketing industry, know how to use AI well: as a creative accelerator, not a crutch. 

So I'm not worried about living under a bridge just yet. 

But if you’re out there on your own — like a doctor building your own practice, or a small business owner doing everything yourself — AI can still be a total game-changer for your marketing.

Now, it’s your Ally.
Your designer.
Your copywriter.
Your analyst.

Make no mistake: AI won’t save you from bad taste, weak ideas, or lazy execution. But once you know how to brief it well, shape its output, and add your own voice, it becomes a ridiculously powerful creative partner.

The tools are here. The playing field has changed.

And the real advantage belongs to the people who know how to use them right.

AI for Strategic Planning & Brand Development

If there’s anything that can showcase the greatness of AI-powered marketing, it’s a real use case — one we’ll create together, right now. Buckle in - Let’s Go! 

Imagine you’re an aesthetic doctor living in Scottsdale, Arizona, and you specialize in breast augmentation. You want to start your own practice, but you know it’s doomed to fail unless you make yourself visible to potential patients. You’re not ready to hire a big agency (yet), but you have to do something. 

So, you sit down one afternoon, open ChatGPT, and decide: I’m going to give this AI thing a shot.

Step 1: Strategy & Goals

Marketing without a strategy is like wandering without a destination in mind — you might stay busy, but you won’t get anywhere that matters. 

A good strategy gives every social post, blog, ad, and email a purpose. It’s your map. Your north star. The difference between “we’re just winging it" and “we know exactly what we’re doing and why.” It’s the very fundament of all your actions, so it better be rock-solid. Fortunately, artificial intelligence is here to help you with that.

Steal my prompt for an AI-generated strategy:

Using information from this page: https://www.incredible.plus/elements/strategy write a 90-day marketing strategy for a new aesthetic practice in Scottsdale, Arizona, that specializes in breast augmentation. Include a calendar, SMART goals for each month, and KPIs.

About 60 seconds later, we have our results. Let's take a look at them together:

Okay, Mr. AI… 

The overall strategy pillars encapsulate the essence of what we emphasize in all of our educational materials at www.incredible.plus. It’s a decent starting point that covers the key bases. But what does the month-by-month breakdown look like?

This is a strong strategic foundation. Month 1 effectively combines branding with digital infrastructure development. Including a lead magnet right from the start with "Top 5 Things to Know Before Breast Augmentation" is the type of smart move that drives engagement and builds trust from day one.

The social strategy shows good planning with six introductory posts, though it's worth ensuring they don't all follow the same "Hi, we exist!" formula. Mixing in educational content — perhaps an Instagram carousel breaking down common myths about breast implants or a reel explaining the consultation process — will help establish credibility while building interest.

However, there are several critical timeline considerations to address.

Launching a website by day 15? Unless you have a dedicated dev army working around the clock or you’ve already been preparing for the launch for quite some time, this is completely unrealistic.

The same applies to branding, logo design, and visuals — these elements don't simply "get finalized." They require strategic development, weeks of work, multiple revision rounds, and careful integration into your marketing calendar.

Additionally, expecting 100+ email subscribers from a single lead magnet is overly optimistic for a brand-new practice with zero market presence. 

All right. We get it. The concepts here are sound, but the timeline is the stuff of marketers' naughty fantasies rather than operational reality. 

What about month 2?

Month 2 shifts from building the foundation to active traffic generation and trust establishment. The focus on educational content is spot-on: "Cost of Breast Augmentation in Scottsdale" and "What to Expect: Your Surgery & Recovery Timeline" are precisely the high-intent topics potential patients search for when they’re ready to book. 

The multi-channel approach demonstrates solid marketing fundamentals. Combining organic content with paid promotion, implementing a retargeting pixel (a piece of code placed on a website that tracks user behavior and allows advertisers to show targeted ads to those users later on), and building social proof through testimonials are smart moves. The influencer outreach and community engagement strategies show understanding of local market dynamics, which is crucial for aesthetic practices.

Nevertheless, the KPIs are not realistic here.

Expecting 1,000+ unique website visitors in month two for a brand-new practice? Bold goal for a business that just bought its first stapler.

The testimonial collection timeline also presents challenges. Asking for reviews from 'early patients' assumes you'll have completed procedures and full recovery periods within this 60-day window. It may not be absolutely impossible, but it’s highly improbable for sure. 

Let’s see what month 3 entails: 

Month 3 focuses on getting actual patients into the consultation room. Hosting the "Ask a Surgeon: Breast Augmentation 101" webinar and sharing patient stories (nothing beats real stories from real patients) are excellent trust-building efforts that move prospects from curiosity to genuine interest. Data analysis provides actionable insights that help you refine your marketing messages.  

And it doesn’t end here. ChatGPT also created a week-by-week calendar snapshot:

…And it instantly offered to turn it into a downloadable or editable form:

It’s slick, no doubt. You’ve got pillars, timelines, even some high-gloss KPIs. It looks surprisingly legit for something you generated in seconds.

But let’s not confuse a strong start with crossing the finish line.

An AI-generated strategy is a foundation, not a finished plan, because a real strategy isn’t just a list of good ideas.

It’s a living, breathing operation. It requires rigor and experience. That means extensive research, looking at data, constantly analyzing what’s working, recalibrating what’s not, watching behavior patterns, aligning content to seasonal shifts, and — most importantly — never losing sight of who your patient is.

And this is where AI, for all its brilliance, hits a wall. It can be your strategist’s assistant, your “right hand.” But it cannot replace the human insight of someone who truly understands your market, your audience, your unique edge — and has years of boots-on-the-ground experience.

This is where having a professional in your corner — someone who knows how to lead the way — is crucial for your practice’s future.

For more advice on creating a strategy for your aesthetic practice - read THIS.  

Step 2: Intelligence

We have the strategy, we have our goals. It’s time to roll up our sleeves and do some research… or, at the very least, prepare our prompts and let ChatGPT do the heavy lifting.

Using AI for Creating Patient Personas

You can’t market to people you don’t understand. Without a clear picture of your actual patients, even the most beautiful branding or clever campaign will miss the mark. After all, how can you know what will resonate with them if you don't even know who they are?

Your patient persona is the compass that guides every decision, from your clinic's visual identity to the specific language on your website. When you know who you're speaking to, every detail of your digital presence can reflect what matters most to your ideal patient. That’s how you create content that truly strikes a chord. 

If you've never heard about patient personas, I highly recommend reading our comprehensive guide. 

Now, let’s create our first patient persona using AI. Don’t have much information about your target group? Simply ask AI to gather data from patient forums like RealSelf.com.

…Or just steal my prompt:

Using the patient persona framework provided in this guide: https://www.incredible.plus/guides/patient-personas, create a detailed and realistic patient persona for a new aesthetic medicine clinic based in Scottsdale, Arizona. The clinic specializes in breast augmentation.

Please base the persona on real insights and trends gathered from patient reviews, questions, and experiences on https://www.realself.com/. 

This gives us a comprehensive patient persona, created in seconds, based on real data from real patients. Let’s analyze the outcome together:

Meet Elena: a 34-year-old married real estate agent and mom of two. 

Who is this Elena, really? What makes her tick? What does she believe in? How does she make decisions about her appearance and health? How does she like her eggs in the morning? (Okay, maybe that last one isn't important for your marketing strategy, but you get the idea.)

Let’s find out:

Elena’s the woman who shows up early, sends thank-you texts, and still somehow finds time to get her steps in. She’s a real estate agent in a market where showing up put-together isn’t optional. She knows confidence is a currency, both personally and professionally, but she’s not motivated solely by appearances. She genuinely cares. About her work, her family, and yes, herself.

Elena isn’t chasing a dramatic makeover. She’s chasing a familiar feeling — the way she used to feel in her body before “mom” became her primary identity. 

She wants natural enhancement that feels true to her and lets her show up fully at work, at home, and everywhere in between.

She’s not a naive consumer. She’s read the horror stories. She’s seen the botched jobs. Elena is cautious because this is an emotional experience as much as it is a physical one.

She’s putting her time and her body in someone’s hands. She wants a clinic that understands her concerns about downtime, looking unnatural, or being treated like a number. If a clinic can’t speak to her like a real person or make realistic promises, she’s out. 

Trust is definitely her love language.

Elena’s a researcher - she’s not booking a consultation just because your Insta reel had catchy music and sparkles. She’s digging deep into reviews on Google and RealSelf, bookmarking before-and-after photos on Instagram and Pinterest, and lurking in Reddit threads to hear what real patients actually experienced.

She notices the details of a practice’s digital presence — how a clinic writes its captions on Instagram, how quickly and thoughtfully they respond to questions on Facebook, how informative their YouTube videos are, and how polished (or clunky) the website feels.

Her expectations need to be fulfilled in both the real and online world, because if the digital experience seems off, she assumes the in-person one will be too:

Elena’s not asking for champagne in the waiting room. She just wants to be seen and treated with respect.  

She’ll turn to places like RealSelf.com (or other similar websites such as https://www.realpatientratings.com/, https://www.whatclinic.com/, or https://www.reddit.com) to find out what she can really expect from a clinic or procedure:

This is your marketing gold. Thanks to other "Elenas" sharing their concerns, opinions, and thoughts online, you know exactly what to address in your communication to make Elena hit the “Book now” button.

Moving on. We know a bit about Elena now, so let’s go a step further.

What does she look like? And why does it even matter? 

Actually, it’s important for lots of reasons, and not just aesthetic ones. 

When you create a visual representation of a patient persona, it stops being an abstract idea and becomes a relatable, almost tangible "person." Suddenly, you're not guessing who she is — you're looking right at her.

You can picture how she carries herself. The way she glances at your treatment menu. The look on her face during her first consult. And that changes everything. Because once you know her, you can design for her. Everything from your brand visuals to the way your staff greets her at the front desk can be tailored.

So where do you get a picture of your persona? Meet Midjourney, an AI model that allows you to generate any kind of imagery you can dream up.

Our first step is constructing a good Midjourney prompt*. For that, we return to our old friend ChatGPT. 😉

*Ethnicity and race also matter significantly when creating a patient persona. They can vary substantially from practice to practice and affect skin types, healing patterns, and aesthetic preferences that directly influence treatment selection, expected results, and patient satisfaction.

A few seconds later… Hello Elena, nice to finally see you!

For most practices, this is just the beginning. The majority of you need 2-4 distinct personas to represent your patient population. The more diversified your services are, the more personas you'll need to create. 

For instance, if your practice serves both male and female patients, you'll need separate personas for each demographic, as their motivations, concerns, and decision-making processes differ substantially. 

Similarly, if your practice offers both surgical and nonsurgical treatments, those patient segments have vastly different characteristics. A patient seeking Botox injections operates with a completely different mindset than someone considering a facelift. 

Don’t go overboard with personas. Too many can dilute your message. But don’t oversimplify, either. Generic profiles miss the real differences in how your patients think, feel, and make decisions.

Using AI for Competitive Analysis

AI can also save you a lot of time researching your competition (because yes, you have competition, even if you swear you’re in a league of your own). Let's return to our fictional clinic and figure out who its potential competitors are.

We’ll consult ChatGPT:

Let’s go with the first result: Guerra Plastic Surgery Center.

(And if you’re surprised that we’re searching for these practices using AI instead of Google… well, just stay tuned for the next part of the series 😉)

Let’s say we want to focus on analyzing their Instagram profile. We’re smart enough to know spaghetti-at-the-wall posting is not a strategy, so we need to gather insights before we get active on socials. The prompt for that looks something like this:

Provide a comprehensive competitive analysis of Guerra Plastic Surgery Center in Scottsdale, AZ. I need you to analyze their Instagram account: https://www.instagram.com/draldoguerra/  

Include: 

1. CONTENT STRATEGY BREAKDOWN: 

- Post frequency (daily, weekly, monthly averages) 

- Content pillars/themes and their distribution 

- Types of content performing best (educational, before/after, testimonials, etc.) 

- Hashtag strategy and effectiveness 

2. ENGAGEMENT METRICS: 

- Average likes, comments, shares per post type 

- Engagement rate compared to follower count 

- Most engaged posts and their common elements 

- Comment sentiment analysis (positive, negative, questions) 

3. AUDIENCE INSIGHTS: 

- Demographic patterns in followers and engaged users 

4. STRATEGIC OPPORTUNITIES: 

- Content gaps we could fill 

- Underserved audience segments 

- Engagement tactics we could adapt 

- Visual differentiation opportunities 

Analysis like this takes the guesswork out of competitive research. You don’t just see what your competitors post — you get insights into why their content works, what their audience responds to, and where you can outshine them. 

Let’s take a look at the result:

AI handled the strategy breakdown impressively. It quickly identified the structure behind Guerra’s Instagram presence and categorized the themes. 

It didn’t stop at superficial skim of the feed. it dissected what types of posts they’re creating, how often they post, and which content formats are delivering results. A breakdown like this would take a human hours of scrolling and spreadsheet-building, but AI produced a clean, actionable overview in minutes.

Next, let's review the engagement metrics:

Here is where AI really showed its strength in pattern recognition. 

It’s one thing to display data about likes and comments. That’s interesting information at first glance, but the numbers only get you so far. What you really want to know is what’s behind those numbers. 

And AI delivers. It digs into why certain posts outperform others — flagging visual clarity, strong patient narratives, and smart captioning as drivers of interaction. The estimated engagement rate is a solid benchmark that reveals AI’s ability to contextualize numbers within industry standards. It also hints at how emotional tone, like gratitude and curiosity, impacts post performance.

For audience insights, AI connected the dots from content engagement to likely demographics without direct access to Instagram’s backend data, which is impressive. By analyzing comment behavior, post themes, and location tags, it inferred that most followers are women aged 25–45, locally based, and actively seeking self-improvement. 

The section on strategic opportunities shows how AI can go beyond simply reporting and actually make recommendations that feel grounded in user needs and brand positioning. It pinpointed areas where content could expand, like recovery tips or male procedures. It also listed some easy-to-implement engagement boosters like Q&As and story polls.

The kind of prompt you use for competitive analysis depends on what you’re trying to learn and when. What area of your competitor’s activity do you want to focus on? What stage of your strategy are you in? Analyzing a competitor’s social media is entirely different from analyzing their pricing strategies, for example. 

If you’re confused at any point, refer ChatGPT to one of our IM+ guides and let it pull what it needs: https://www.incredible.plus/guides/zero-to-success-in-12-months. 

Okay, we've got our patient persona, we’ve done a competitive analysis, we have our strategy. What is the next step? Branding, of course.

"But Sam, I'm not a graphic designer or a marketing expert. What should I do?"

You know the answer by now. Just use AI.

Step 3: Branding

At this stage, you have two paths: create a brand from scratch or refine your existing one using AI. The approach you choose largely depends on where your practice stands in its lifecycle and how well your current brand aligns with your goals.

You might discover that once you've established clear objectives and identified your patient personas, your existing brand no longer resonates with the type of patients you want to attract. This misalignment is more common than you'd think — practices evolve, patient expectations shift, and what worked five years ago may not be effective today.

For our example, we'll create a brand from the ground up. Let's begin by entering an easy prompt into the same chat we used before, leveraging the patient persona we just generated:

Create a premium brand concept for an aesthetic medicine clinic specializing in breast augmentation for potential patients like Elena. Design an elegant, body-positive identity that includes: 

1. Brand name suggestions 

2. Color palette and typography recommendations 

3. Messaging 

4. Visual elements 

5. Tone of voice

In about 60 seconds, you've received an entire brand identity package that feels tailor-made for your vision. Every aspect is designed to speak directly to Elena and patients like her.

Let’s start with a name:

I say we go with Sculptura. Sculptura Clinic. We’ll do a quick trademark and local search to make sure no one nearby is already using the name. (ChatGPT or any other AI tool is never perfect… do your own homework), then we’re good to go. 

How about the font? The color palette?

These may be great suggestions but that doesn’t tell us much. Come on ChatGPT, we need some visual examples.

‍

That’s better. For the font, let’s go with Playfair Display — simple, yet elegant. When it comes to the visual elements, the description seems pretty solid:

A website is obviously a more complex creation that demands a lot of graphic design work (not that you can’t use AI for it). But a logo? We can generate that right off the bat, using the exact description written by ChatGPT:

A few seconds and one prompt copy-pasted into Midjourney later, we have ourselves a few different logo propositions. What do we think about this one?

Minimalistic? Check. Evoking body contours without being explicit? Check. Abstract feminine shape, floral motif? Check and check. 

Now for the messaging:

The positioning statement is great, and for the tagline we’ll choose “Beautiful, by Design.” What about the tone of voice?

Seems right, but it doesn’t have much “meat.” Let's ask ChatGPT for examples.

A good start. These examples aren’t perfect, but they’re helpful for someone who doesn’t know much about marketing or copywriting. 

Now, let’s put it all together into a simple mood board:

Okay okay, I’m really starting to see the vision now. 

Creating a whole brand book is a more time-consuming job that requires expertise and experience, but we're going to create one for the sake of pulling everything together:

The strategic foundation’s complete. A patient can look at your brand and think “Finally, someone who gets me.” 

Now let’s get to execution.

AI for Content Creation

Elena’s still researching. Still comparing. How are you going to stop her mid-scroll and make her say, “Sculptura is the place for me”?

The answer is: your content.

I know, I know… you got into aesthetics to treat patients, not to be a full-time content creator. But in today’s world, when patients find you online before they walk through your door, content marketing is an integral part of being an aesthetic provider. 

However, when you're juggling consults, procedures, and managing a team, showing up consistently on social media or keeping your website updated can feel impossible. 

And that’s where AI comes in with the assist again.

Using AI for Imagery & Visuals

You don’t need a full creative team or a shoot day booked every two weeks to have scroll-stopping visuals. Aesthetic practices like yours can now create elevated, on-brand, emotionally resonant imagery with a few well-designed prompts and a clear sense of who you’re speaking to.

Let’s return to Midjourney, which is what we used to generate Sculptura’s logo as well as the image of Elena. 

Think of it as your personal creative director who works 24/7 and doesn’t complain when you ask for 15 revisions. All you need to do is feed it an idea, and it returns exactly that. Better yet, it returns four versions of that. 

You’ll notice the platform throws around terminology that might be unfamiliar: stylization, variety, upscale, subtle, creative, stronger. Here’s how to speak its language:

Stylization (–stylize or –s)

Stylization is your “art filter” slider. A low stylization value (like --stylize 50) gives you images that look very close to what you asked for — more literal, more controlled. A high stylization value (like --stylize 1000) makes it more interpretive, dreamlike, creative.

Weirdness (--weird) (Only available in Midjourney v6)

Let’s say you want a surrealist image of a Botoxed flamingo admiring itself in a melting mirror. This is your tool. Weirdness tells the AI to intentionally break norms, patterns, and logic. Use it when you're stuck in vanilla-ville and need to shake things up.

Variety

‍

Normally, when you run a prompt, you get four images that look similar enough to be siblings. Turn up the variety, and suddenly they’re cousins. The four will be more different from each other — like different moods, angles, or compositions — without straying from the brief.

You can also choose from different image sizes:

The “Creation Actions” panel in Midjourney gives you powerful controls to refine or remix images you’ve already generated.

Vary lets you choose between Subtle for small changes or Strong for bold new takes. Upscale enhances the picture — Subtle keeps the original look, while Creative adds artistic flair.

Rerun gives you a fresh result from the same prompt, and Edit lets you tweak the prompt or the image itself before trying again. Under Use, you can reuse the Image, Style, or Prompt to generate consistent visuals or build variations.

Each time you rerun the same prompt, the result will be different. If you find a prompt that mostly works but isn’t quite there, don’t rage quit. Run it again. And again. Sometimes version #6 will be what you were looking for.

And one more tip: always count the number of fingers. 

Just trust me on this one.

Using AI for Copywriting

You already know ChatGPT, our assistant throughout this piece so far. It’s fast, flexible, and great at almost any task you’ll ask it to complete. Now, I want to introduce you to Claude — ChatGPT’s creative, emotionally fluent cousin. 

‍

While ChatGPT dropped out of Stanford to launch a startup, Claude earned an MFA from Brown. Claude excels at writing long-form content that sounds more like a “real person.” It doesn't oversimplify complex ideas or suddenly shift tone halfway through. 

I’m not saying you should limit yourself to one tool. Sometimes you need a needle, sometimes you need a cannula. The trick is knowing how to deploy the right tool for the right task. 

ChatGPT is your Swiss Army knife — it can do a bit of everything. Claude is the one you call when you need a writing specialist. Its responses sound more natural, more thoughtful. Less like it's following a formula and more like it's actually thinking.

The best part? Claude can actually learn YOUR own specific writing style:

Feed it examples of how you talk to patients, explain procedures, or write blog intros, and it will pick up your patterns:

Then, whenever you select your custom style, it automatically writes like you — or maybe even a better version of you. 

Step 4: Sculptura’s First Social Media Post

Okay, let's create something together now. We've got our copywriter (Claude), our graphic designer (Midjourney), and a clear image of our dream patient: Elena. It’s time to craft the first post for Sculptura’s new Instagram account.

First impressions really do matter. This is your shot to make Elena crack a smile and think “These people actually get it.” We have to make her feel seen.

With that in mind, this first post isn’t about hawking a product or explaining a procedure. It’s about building trust. 

We’ll start by conversing directly with Elena’s inner voice, addressing a thought that’s been looping through her mind since she began her search:

"I don't want to look different. I just want to feel like myself again."

Let’s start with the copy. This is the prompt we’re going to use for Claude:

Write an Instagram caption for a plastic surgery clinic introducing itself to prospective patients:

Purpose

• Introduce the clinic
• Make potential patients feel seen
  

Audience

• Women aged 28–45, researching breast augmentation or body procedures. 
• They value natural results and emotional safety.
  

Length

• Max 250 words
  

Tone

• Calm, grounded, empathetic. 
• Never salesy or overly clinical.
  

Style

• Conversational, warm, polished.
• Write like you’re a smart, trusted friend for the potential patient.
  

Structure

• Open with a human insight, not a sales hook.
• Share one clear, emotionally grounded message.
• Build trust through validation or explanation.
• End with a soft invitation (e.g., "We’re here when you’re ready")
  

Content Guidelines

• Acknowledge private decision-making and a long research phase.
• Use plain language, explain terms if needed.
• Focus on how it feels, not just how it looks.
  

Avoid

• “Book now,” overpromises, filler phrases.
• Emoji overload or exclamation marks.
• Repeating generic benefits like “feel confident” without context.

You can tweak that prompt for any type of content you want to create.  Let’s take a look at the results we got:

Not bad for 20 seconds of "work", am I right? It obviously won’t be the final post, but it’s way easier to edit it than it is to create it from scratch.  

Now we need an image to complete the post. We again ask ChatGPT to generate some Midjourney prompts, and end up with a result like this:

It perfectly captures the aesthetic of Sculptura — elegant, minimal, and feminine without being cliché. The soft beige background creates that refined, calm feeling we want Elena to associate with the brand.

For an actual first post, a logo or photo of the clinic and doctor might be better for establishing credibility and trust. But for the sake of this example, we used Midjourney again to show how AI can create cohesive visual content that matches your brand guide.

The beauty of using tools like Claude and Midjourney together is that you can create a complete content ecosystem — not just social media posts, but entire procedure pages, blog articles, patient guides, and email sequences that maintain consistent messaging and visual identity. 

AI for Data Analysis

If there’s anything robots can do faster than humans every time, it’s data analysis. And when acronyms like CTR, ROAS, and CPA start flying at you, AI is the fastest way to cut through the noise and understand what matters.

Let’s say that we already launched Sculptura’s website. A couple weeks have passed, and we want to analyze some metrics we’ve collected:

Steal my prompt to get all the necessary insights from your marketing metrics and finally understand what they mean:

Explain these marketing metrics to me like I’m completely new to this:

[metric 1, metric 2….]

Break each one down in simple, non-technical language and tell me what it means, why it matters, and what a ‘good’ result looks like. Use examples that relate to a small business or a clinic trying to attract more patients.

Let’s take a look at ChatGPT’s output:

It all makes so much more sense now, right? 

Thanks to AI, you don’t need a marketing degree to understand what you’re tracking and what it means for your practice. You can make intelligent decisions about where to focus your marketing efforts and budget without having to hire an analyst or spend hours poring over spreadsheets yourself.

But that is not all. 

Thanks to AI, you don’t have to wonder what your patients want anymore. You can find out in seconds by performing a sentiment analysis on your Google reviews. 

…Just steal my prompt:

Perform a sentiment analysis on the Google Reviews for [insert business name or URL], including the following:

1. Total number of reviews.
2. Breakdown of reviews by star rating (approximate percentages for 5-star, 4-star, 3-star or less).
3. Percentage estimates of positive, neutral, and negative sentiment.
4. Summarize what customers most commonly praise (good things).
5. Summarize what customers most commonly criticize or suggest for improvement.
6. Use simple, clear language suitable for marketing and service updates.
7. Include examples of common keywords or phrases used in both positive and negative reviews.
8. Finish with recommendations for what to highlight in marketing and what could be improved in service delivery.

Let’s put it into practice. Say we want to perform a sentiment analysis on the reviews of Sculptura’s competition, Guerra Plastic Surgery Center. This prompt gives us a clear picture of what patients value in that practice and what needs to be improved:

With over 90% of reviews being 5 stars, Guerra Plastic Surgery Center is clearly doing something right, and patients aren’t shy about saying so. Let’s see what they’re raving about.

The positive reviews highlight a few common themes, including great patient outcomes, environment, and care. 

We can see that neutral and negative reviews are the minority:

Amongst those, we can find some pain points that patients experience:

• Not fully understanding the healing process
• Frustration with scheduling or wait times
• Concerns about rushed consultations

Now you’re dangerous — in the best way. This kind of data is precisely what you need to win patients by addressing their concerns through content:

• If people say they were nervous about the healing process, show them real recovery timelines on your socials. Talk openly about swelling or discomfort and how it changes over time.
• If reviews mention long wait times, turn that weakness into a strength. Make a blog post about how you don’t rush anyone, and they’ll get the same care and attention when it’s their turn.
• And if everyone keeps raving about your team in the positive reviews? That’s the story you lead with. Show your staff’s faces, share behind-the-scenes moments, and make it very personal.

When you listen to what patients are saying, you don’t have to guess what matters to them. You know exactly what Elena needs to hear. Now say it.

Finding the Balance

AI is brilliant. Revolutionary. Arguably will change our world more than the invention and ubiquity of the Internet. 

If you know how to use it correctly, it can transform your marketing from zero to hero. It’ll speed you up, spark ideas, give you scale. But just like Botox, more is not always better. There's a profound difference between enhancement and freezing something into lifeless perfection.

Here’s the truth: blind automation will backfire. When everyone uses the same tools trained on the same data, practices begin to sound identical. And the more we automate, the harder it is to stand out to someone like Elena. 

Use AI to make it easier. 

But don’t let it make you invisible.

The solution? Strategic balance:

• Let AI write your blog post's first draft — then give it your personality.
• Let it generate Instagram captions in seconds — then choose one and infuse it with your humor.
• Let it create email newsletters — then refine them to make someone feel like you’re speaking directly to them.

Patients aren't just buying procedures any more than they're just consuming content. What they're really after is connection — your unique personality, your genuine care, your authentic voice. 

And that? That's something no algorithm can replicate.

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