On the surface, Artificial Intelligence (AI) might look like the perfect gift horse for a busy chiropractor trying to get their website and marketing efforts up and running. Why not let an advanced computer program take care of all that background stuff so that the focus is on the patients and the practice? AI is a complex and ever-developing tool, and like any other tool, it performs best when someone knows how to use it thoughtfully.
AI-generated content works by compiling information gleaned off the internet to answer prompts posed to it. Programs like ChatGPT can create cogent images, written copy, help with website creation and more. Yet, because Chiropractic is often misunderstood, there is more than a fair amount of misinformation floating around in the digital landscape that might creep into AI-generated content if it is not carefully curated.
Take for example a few AI-generated images created to demonstrate a chiropractic adjustment in a family practice. The prompt was intentionally left fairly open-ended to demonstrate how AI might work to fill in the blanks. So, this is what ChatGPT came up with when asked to “Create an image of a chiropractic adjustment in a family practice.”
At a super quick glance, it is not too bad, but then I noted a few concerning things. For one thing, the whole room looks stuck in the 80s, even down to the patient’s laughable bobby socks. It’s not necessarily a bad thing, but as with any marketing effort, it is important to think about what message is being sent to the intended audience. Then I noticed two other details that gave me pause. The lab coat for one, which again is not right or wrong but depends on the style of practice intended to be conveyed. Granted, a family practice can mean a host of different things, which is why when working with AI, it is vital to be as specific as possible about what you are looking for. Most egregiously, I noticed how the chiropractor’s legs appear to be on both sides of the adjusting table, implying that the chiropractor is essentially sitting on the patient while preparing for an adjustment. Obviously, that is improper form, to put it mildly.
In order to correct these issues, I asked Chat GPT to make the room more modern, to remove the lab coat and to make sure the chiropractor was standing to only one side of the table. Often to reach an AI-generated image that matches expectations, making corrections such as these is common and may be simpler for those unsure of exactly what they are looking for. After all, sometimes it is easier to know what isn’t wanted and work backward. Here is what came out in the second attempt.
This is better in some ways, yet I am unsure if I have ever seen a chiropractic table that looks like that, more like a decorative piece than vital healthcare equipment. Finally, I asked it to input a more fitting drop table design from a url link. That worked to some extent, but then the patient being portrayed came out looking distorted. The point being, AI and AI images, in particular, can be something of a rabbit hole where you won’t always know what you are getting.
Overall, AI images can be usefully applied to chiropractic marketing efforts, as long as its approach is viewed with a shrewd and wary eye tuned to creating appropriate images that tell the right story. If new to using AI, it is advisable to work with a marketing professional who understands the challenges and limitations of this emerging field that can work with you to help your business shine in its best possible light.
Other Uses for AI in Chiropractic
The implications for what AI can do is truly still in its infancy or toddler stages, but it is compelling to see what some chiropractic businesses are doing to capitalize on it in ways that could be very beneficial to the public. Chiro Health USA (CHUSA) launched ChiroAI, a chiropractic virtual assistant that aids chiropractors in answering urgent business and clinical questions. That’s just one example of how the toolbelt of AI can be applied. From a marketing perspective, AI unlocks vast opportunities for targeted advertising, search engine optimization (SEO), personalized patient engagement, simpler automated customer service and predicting popular marketing trends to enhance the reach of Chiropractic. AI is not just a fad; it is here to stay, and smart chiropractic businesspeople should begin to figure out how to include it in their marketing strategies going forward.
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