Why Authenticity Is the Superpower in Healthcare Content (Even in an AI World)
- Saiya Ramos, RN BSN
- Sep 4
- 3 min read
It would seem that AI could cure many of the woes of writers, editors, and content creators alike in one fell swoop. After all, what’s not to like about custom-made content at the drop of a hat? But as it turns out, AI aggravates a problem that plagues healthcare, and that problem is consumer distrust. Consumers of health and wellness content have been struggling for some time to really know if what they are reading online is trustworthy. Questions such as “Where did this information come from?” and “How do I know if I can believe it?” guide consumer behavior when looking for health information. In this day and age, as AI content is being produced at an accelerated rate, consumer skepticism is at an all-time high.
But for those concerned about brand trust, all hope is not lost. The solution to this problem is authenticity and originality brought by credible authors.
What Editors Need to Know
When it comes to health content specifically, the easiest way to gain trust at first glance is to have expert voices behind the words. People do not trust faceless bots or corporate voices, so content authored by experts in their field will stand out as credible and reliable:
Use bylines from credentialed professionals (for example, Jane Doe, MD, or John Smith, RN).
Avoid generic tone. Unique perspectives that allow the author to shine through makes the content human and brings it to life.
Include personal insights or case-based reflections where appropriate. This grounds the information in real-world examples, making it easier for the reader to engage with and understand the material.
Sure, instructing the AI to have a casual, human tone is just a click away. However, the substance of a piece, one rooted in what happens to real humans in the real world, can only be created by humans —at least for now. AI does not have experience dealing with a person struggling to manage their chronic health conditions, or a mother concerned about maintaining her child’s health. Professionals who have dealt with this audience understand the nuances of how to effectively reach these individuals, helping them comprehend complex information and influence their behavior.
How to Blend Human Expertise with AI Tools
All that being said, AI is undeniably a powerful tool that can still be used in augmenting health content. It is an incredible tool that can enhance a writer's expertise by assisting with tasks such as brainstorming, structuring, and keyword research.
But, if brand trust is the top priority, the content itself should be human-created, and the final edit should always have the clinician’s touch to ensure nuance and accuracy.
If AI is part of the process, transparency is key. To establish or maintain reader trust, the piece should outline how AI was used and make it clear that human experts reviewed and finalized the material. Consumers want to be empowered to make their own conclusions.
SEO & Engagement Benefits of Authentic Content
Authenticity isn’t just good for ethics- it’s an effective marketing strategy. Google’s E-A-T framework (Expertise, Authority, Trustworthiness) rewards content written by experts, especially in healthcare and wellness spaces.
Consumer trust is only the start. Benefits to expert-created content include:
Higher rankings on search engines (especially for AI-driven search results)
Better audience engagement
Lower costs by leveraging strong first drafts from experts, which reduces the need for back-and-forth edits and compliance/regulatory/accuracy reviews typically required for content not written by experienced professionals.
In a healthcare landscape saturated with AI output, authenticity is the new competitive edge. Clinicians like doctors, nurses, physical therapists, or pharmacists bring a unique blend of clinical expertise and communication skills that make content stand out.
If you are an editor or content manager, consider this: adding a credentialed clinician to your writing team isn’t just about accuracy- it’s about building trust, driving engagement, and staying ahead in an AI-driven world.
The future of healthcare content belongs to teams that harness both technology and authentic human expertise. Will your team be the one to lead the way in this new world?
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