Artificial intelligence is reshaping everything from drug discovery to surgical planning. But it’s also revolutionising a less obvious domain: healthcare communications. For medical device and digital health brands, that means faster engagement cycles, sharper targeting, and a clearer route to growth.
Data-driven advantage
A recent survey by Global Data found 67% of healthcare marketers now leverage AI tools for content strategy, market scanning or sentiment analysis, up from just 29% two years ago. Brands using AI reported campaign turnaround times 40% faster on average, freeing teams to focus on high-value strategy.
Smarter listening, Sharper strategy
PR teams are no longer just monitoring headlines — they’re listening deeper. AI-powered social and sentiment analysis tools scan thousands of media outlets, forums, and clinical discussions in real time to detect emerging and changing concerns, social sentiment and dig much deeper into the realities and real experiences of audience groups.
“Traditional media monitoring told you what just happened,” says Paul Jarman, CEO of EatMoreFruit. “AI-enhanced listening tells you what’s about to matter — and that’s a strategic edge.”
By identifying trending language, KOL commentary patterns, or regional differences in public opinion, PR teams can shape messaging that lands better. For clients, this means stronger positioning, earlier visibility of risk signals, and campaigns that are built on what audiences are actually talking about, not just what marketers hope they’re saying.
Real-time market intelligence
AI is turning reactive communication into predictive strategy. With machine learning tools scanning clinical publications, regulatory databases, and social conversations around the clock, brands now gain early visibility into market shifts that once took quarters to surface.
Want to know when surgeons start debating a new technique? Or when procurement officers begin prioritising a novel device category? AI flags these signals alongside the context and momentum behind them.
For medtech companies, this means:
- Faster go-to-market alignment: Spotting changes in clinical interest or reimbursement criteria early allows commercial teams to adapt messaging, materials, and sales tools in real time
- More agile positioning: If the conversation shifts, your story can too (and before competitors notice)
- Smarter resource allocation: Marketing budgets can be redirected to rising specialties or geographies showing accelerated adoption
Amplifying human expertise
At EatMoreFruit, we use AI to accelerate first drafts of press releases, map KOL influence networks, and quantify share of voice in crowded device categories. But the human element remains central.
“AI gives us scale and speed — but it’s our sector expertise that ensures messages resonate with surgeons, not just search algorithms,” explains Paul Jarman, CEO of EatMoreFruit.
AI is changing the way healthcare brands communicate, compete, and grow. At EatMoreFruit, we combine sector expertise with AI-enabled strategy to help medtech innovators cut through the noise, capture attention, and convert insight into impact.
