A patient checks in at the front desk. There’s a slight hitch in his step as he walks to take a seat and wait his turn. An old football injury exacerbated by carrying around 40 additional midsection pounds and picking up extra shifts to keep pace with inflation. He’s hoping this cortisone shot will give him some relief. He sits, takes out his phone, and starts the scroll.

Behind the shiny silver double doors, a young doctor finishes her chart. Her phone buzzes, and she and her husband get on the same page for daycare pickup. Her next patient is late. She takes a deep breath and a healthy exhale and picks up her phone to think about anything other than terminal diagnoses and comorbidities. She scrolls for a few seconds.

Exactly two floors below, a family sits and stares. A national morning show plays on the TV in the corner, but it’s all white noise. Smiling faces and words that don’t make sense. The only thing they can focus on right now is what that surgeon is going to say when he walks into the room. One by one, they open their phones and start to scroll.

Somewhere between the celebrity news, memes and whatever is sitting in your shopping cart following you around Instagram sit the top 5 hospitals in the U.S. Each vying for the attention of their patients, staff and concerned families.

And boy, do they have some big content calendars to fill. Multiple locations. Tons of practice areas. Endless audiences to be reached. They have to feed the monkey, man.

There’s no doubt that AI can help. So, here are a few tips that may help with AI.

Source the idea, not the execution.

Just like the arrival of Google in the late 90s, AI is a powerful brainstorming tool. Within a few prompts, you can rapidly generate a solid list of topics as a campaign launch point. But don’t rely solely on AI as a plug-and-play for your creative executions. The algorithms have the ultimate authority – but they still reward original creative thought and compelling human storytelling.

Personalize your content

AI can help take your targeting to the next level. Running a campaign targeting females 18-24 during Heart Month? Use AI to quickly source the most relevant heart challenges, facts and stats for that audience. Then, connect that data to authentic positive stories from within your system. It helps tired docs remember why they work so hard every day. And brings hope to families doom-scrolling in your waiting rooms.

Reinvest your savings.

If AI makes us faster, we need fewer people, right? Wrong. AI is a tool to help your talent shine. And while it can help truncate timelines for your social and creative teams, successful hospital systems recognize the power of reinvesting those savings in human capital. So, don’t skimp on social production.

At the end of the day, AI doesn’t know how it feels to wait for news on your sick child. It can’t capture the pure excitement of being on the precipice of a major research breakthrough. And it can’t manufacture empathy. But it can help healthcare providers find ways to fill out those never-ending content calendars with more meaningful content for their audiences. If they have the right people prompting it.