Code of ethics: Should healthcare copywriters use AI?

Writing for healthcare clients has always been a big part of my career. I’m an empath. I care deeply about people and the impact of my work which fits perfectly into this sector.    

There’s something much more meaningful about writing an app that helps patients self-care, sharing stories that support carers or crafting blog posts on risk factors for stroke. It feels good knowing your words are helping people.

Most companies I work for require an NDA

I’ve spent a chunk of my career, around ten years, working for all the big names in pharma, from wound care to ophthalmology. It’s a highly regulated industry with complex rules. Most companies I work for require an NDA. So, it’s been interesting seeing the general reaction to AI.

Some pharmaceutical clients are actively pursuing it (mainly the start-ups, perhaps they’re just more entrepreneurial anyway?). But others have sent out comms to their freelancers openly forbidding the use of it. I’m always happy to work in whatever way suits my clients, but here’s my general thinking:

Carefully consider your prompts

Freelance healthcare writers have a duty to maintain confidentiality—NDA or not. ChatGPT and other generative AI programs record your prompts and other data which might leave sensitive information exposed. I was researching for a different sector recently and the next day I received a cold DM from LinkedIn generated by an AI bot about the same subject matter. So, while it can be useful for brainstorming, be careful what you’re sharing.

Use AI as an aid, not a replacement

I started writing for healthcare clients years ago when research meant hours of trawling through clinical papers and cross-referencing salient points. AI drastically cuts this labour down, but it isn’t a replacement for your own desktop research and fact-checking. AI models can contain biases that produce inaccurate information. Always involve reviews by a regulated, human expert.

Manually review references and citations

While AI tools can speed up literature reviews and help with draft content they can’t be trusted to get references right 100% of the time. Conduct your own reviews based on their suggestions using PubMed, Cochrane Library or other reputable sources. Eventually these tools will get more sophisticated, hopefully even integrated with some of the databases we already know and trust. But, for now, it’s worth the extra legwork for peace of mind.

Insist on an expert eye

Even though I regularly write detail aids and sales aids using very technical clinical information, I’m a healthcare copywriter, rather than a medical writer. This means I have the assurance that my work will go through my client's internal regulatory reviews or be cross-checked by a scientific expert before it goes to print. I’m excited to see what the future holds for AI in med comms, but I’ll continue to rely on human input for subject matter expertise.

Victoria Green is a senior conceptual copywriter based in the UK. With over 25 years of experience supporting big brands, marketing agencies and local independents, Vicks helps healthcare, B2C and B2B clients find their voice. If you want a writer who understands the capabilities of AI but still values human insight, get in touch: vicky@greencopyandco.com