Luminus

More studies are being conducted to evaluate how patients use AI and voice-assisted technologies to search for health information, with a particular emphasis on tools that provide “one” answer rather than the resources to investigate a number of different sources.

In "Evolving Health Information–Seeking Behavior in the Context of Google AI Overviews, ChatGPT, and Alexa: Interview Study Using the Think-Aloud Protocol," authors Claire Wardle, Shaydanay Urbani, and Eric Wang conducted in-depth qualitative research with 27 participants searching for health information across 3 platforms—Google, ChatGPT, and Alexa—while verbalizing their thought processes.

The authors found that participants integrated AI tools into their broader search routines rather than using them in isolation. ChatGPT was valued for its clarity, speed, and ability to generate keywords or summarize complex topics, even by users skeptical of its accuracy. Google’s AI Overviews were met with caution—participants frequently skipped them to review traditional search results. Alexa was viewed as convenient but limited, particularly for in-depth health queries.

Overall, users exhibited sophisticated “mix-and-match” behaviors, drawing on multiple tools depending on context, urgency, and familiarity. While the sample size is small, participants in this study selectively engaged with AI- and voice-assisted tools based on perceived usefulness, not just trustworthiness, challenging assumptions that credibility is the primary driver of technology adoption.

Read the full study here: https://nih.pulse.ly/gvcmh6vqln

Chicago Private Nursing, a concierge nursing agency, came to us with a functional but service-focused website that listed what they offered without conveying why it mattered. We reorganized their brand foundation by establishing logo hierarchy and defining their complete color system, then developed a voice and tone that spoke directly to patients and caregivers navigating complex healthcare decisions.

The website was rebuilt with a patient-centric approach that reframed nursing services as comprehensive care solutions. We expanded content significantly to improve SEO performance while adding care plan information that helped families understand the full scope of support available beyond clinical tasks. The result is a website that positions Chicago Private Nursing as a partner in care rather than a simple provider of services.

See the full case study here: https://luminus.pulse.ly/evut6shrib

Client Testimonial:

"Tim Bouchard, the account management and graphic arts team at the Luminus Agency are excellent website developers. They are professional, helpful, insightful, attentive, positive and creative, making every step of the design process seamless. We are thrilled with our new website. We love our new company logo. We highly recommend Luminus."
-Debora DeSimone, Saratoga Lake Massage

The local focus and presence of niche health and wellness communities can make Reddit an attractive channel for healthcare marketers and practices, However, there are certain guidelines that healthcare advertisers must abide by under Reddit's Healthcare Products and Services policy, and advertisers are not allowed to target users in the Physical and Mental Health sensitive category.

Reddit's Healthcare Products and Services policy has specific rules for the following topics for advertisers based in the United States:

⚠️ Pharmaceutical Drugs: Ads allowed with restrictions. Advertisers must be managed by a Reddit Sales Representative.
⚠️ Medical Devices: Ads allowed with restrictions. All medical devices must be approved by the FDA and listed in their database.
⚠️ Pharmacies: Ads for online & brick and mortar are allowed with restrictions. Advertisers must be managed by a Reddit Sales Representative.
⚠️ Healthcare providers and medical services: Ads allowed with restrictions. Advertisers must be managed by a Reddit Sales Representative.
⚠️ Supplements: Ads allowed with restrictions. Ads must comply with all applicable healthcare and wellness industry standards, as well as relevant local laws and regulations.
⚠️ Birth Control & Family Planning: Ads for non-prescription birth control and family planning products are allowed. Prescription products are subject to the restrictions on prescription drugs and medical devices. In all cases, ads must focus on the clinical aspects of products.
⚠️ Weight Loss Products and Services: Ads for weight loss products and services are subject to the restrictions on prescription drugs and supplements. Ads for weight loss products and services must also not include before and after photos, or reinforce unrealistic or unhealthy beauty standards.

Brush up on the full policy here: https://reddithelp.pulse.ly/8m9mtgpeyo

Marketing Misdiagnosis:

You need to post frequently (or even daily) on social media to build a presence for your practice.

The process of building a following from the ground up on social media can seem daunting for small, independent practices. Most simply do not have the resources or staff to post content more than once or twice a week, which can lead some practices to abandon social media entirely as "too time-intensive".

When it comes to social media marketing, a higher quantity of posting does not necessarily translate to higher engagement! Most social media algorithms have severely restricted the organic reach of brand pages, meaning that frequent posting without a solid promotional strategy can often fail to make an impact.

One well-produced patient testimonial video with strong storytelling could generate more visibility and engagement on social media than a dozen posts featuring more generic text or photography. "Pay-to-play" is also unfortunately a real phenomenon on most social media platforms, with brands often needing to sponsor post to targeted audiences to move the needle. Having your internal team share posts among their own networks can be another way to grow reach organically.

Don't forget the power of private groups on social media, either - a Facebook group or subreddit is usually not going to be subject to the same organic reach limits as a brand page, so try cultivating a presence in these spaces where possible!

Community-based solutions can play an outsized role in the healthcare industry - especially when it comes to bringing down costs for both payers and providers. At the center of these community-based solutions are health navigators, who help bridge gaps in the healthcare system by connecting patients to care and preventing crisis development.

Dr. Enrique Enguidanos, Founder and CEO of CBCS, has extensive experience in emergency medicine and care coordination, and had this to say about the importance of listening to patients' needs:

"As we listen to the stories of those we’re serving, we find out where the disconnects are. It’s often really, really simple issues...I can’t tell you the number of times that CBCS encounters individuals that are going to an emergency department because that’s where things can get translated best for them. And we then will just bring a simple solution like a translation service for multiple languages and that grabs the individual early on and prevents crisis development, prevents them having to go to an expensive ED just to get good translation."

Check out the full discussion in the fourth episode of our of Healthcare Marketing Edge podcast, which includes a focus on storytelling as a powerful tool for healthcare organizations to convey their value and connect with patients: https://luminus.pulse.ly/dmujpo1mny

Real-world stories of the impact of AI on the patient experience remain scarce, but new case studies are beginning to emerge in medical publications that can shed some light on the potential ramifications of this technology.

In "Patients and Caregivers Leveraging AI to Improve Their Health Care Journey: Case Study and Lessons Learned," authors Mary Beth Schoening and Dustin Cotliar provide a first-hand account of family interactions with ChatGPT during a period between diagnostic imaging and surgical consultation.

The family reported numerous benefits of using chat-based AI to navigate complex medical information, with the app helping to translate test results into plain language, provide education about diagnoses and treatment options, and prepare for clinical visits.

As the authors noted, AI can be useful for reducing care delivery delays and raising family confidence in medical decision-making. However, patients and caregivers need to always validate AI output to ensure accuracy and privacy.

Read the full case study here: https://nih.pulse.ly/kuyuzgd0t2

CBC Solutions, a healthcare organization that partners with insurers and hospital systems to connect high-utilizing patients with social services, needed a website that could function as a storytelling vessel to bring awareness to a critical need in the community.

As part of a larger rebranding effort, Luminus delivered a vibrant new website for CBCS featuring a complex homepage animation that takes the visitor through a detailed sequence of scenarios and data that tell the story of the community health resource issues that are faced today. From there, the website dives into current project data and success stories that have helped thousands of people and saved millions of dollars.

This project also took home a Silver award at the 2024 AAF Buffalo American Advertising Awards.

See the full case study here: https://luminus.pulse.ly/qjb0fzwocv