Take a Marketing Lesson from What We Learned During Covid

Spring 2020… when the world of private patient advocacy shifted on its axis…. because COVID defined our new reality. Many of us advocates who spent our time with clients, IN PERSON, experienced the shock of realizing that we must either pivot – or go out of business. 

Posted over my desk – for years now! – is a sign that says 

Flexibility is the key to a long and happy life!

Harking back to those early covid times reminds me of that saying. As the then-director of APHA, I realized it was my responsibility to adjust the member support and benefits we offered, to help our professional members lean in to flexibility so they could maintain, then continue to build their practices.

And so we did. We posted articles, videos, podcast interviews, and more to the membership website about ways to pivot one’s practice during times we were prevented from having in-person contact. To do that, we amped up our educational offerings, including the first online learning courses for PracticeUP! Online and the APHA Academy. 

The Key to Growing a Practice THEN was….

In those days, private advocates were not yet using video to deliver services to any great extent. (I know – seems strange, right?) For the most part, potential clients didn’t consider that someone who wasn’t living and working locally could help them.

Covid forced us to update our thinking. Through APHA, we encouraged our members to to use video to expand their geographic reach beyond their local areas, and to update their market niches to include more emphasis on their unique services and specialties, and less on their geography. Flexibility was the key! 

Included: we encouraged our members to offer to teach their clients how to use video for what they wanted and needed – not just the ability to connect with US. But also, the ability to connect with medical offices using video, and to connect with loved ones using video, too. ZOOM became the vehicle (and the verb!), and many advocates held clients’ hands – virtually – to help them.

Ultimately, those whose advocates who successfully pivoted their practices survived beyond the pandemic.

So How Does Covid Inform Us in 2026?

No. I’m not suggesting a new pandemic is on its way. (I certainly hope not!)

Instead – we need to alter our offerings to accommodate our new reality. Once again we need to be flexible. 

Our new reality?  Yes – you know what I’m talking about.

Using Artificial Intelligence (AI) is the New Covid-like Opportunity

The incorporation of AI use in private advocacy practice isn’t futuristic. It’s here – whether or not you want to deal with it. And it’s here in two distinct, but complementary ways:

• The use by advocates and soon-to-be advocats for building their practices. These are business functions more so than health / medical functions. But over time they will become more and more infused into our practices.
• AI use by our clients who are no longer relying solely on their providers or even just Google (or us advocates) for their medical advice.

It’s this second part we’re looking at today. 

During covid, we advocates needed to amp up our technology game in the use of video for connecting with our clients. 

Today we need to amp up our services to teach our clients how to safely and securely access useful medical information using AI prompts and guidelines.

Whether or not they have mentioned it to you, your clients are likely accessing AI for information, even if they don’t admit it, even if they don’t realize it!  

As their advocate, you should guide them.

There are so many potential problems and pitfalls – amongst the genius AI can provide. It becomes incumbent upon you, as their advocate, to help them separate the useful from the schlock and the dangerous.

Ask your clients if they are asking questions of “Dr. Google” (whose answers are led by AI responses) or asking any of the “Dr. AIs” about their current conditions and what to know or expect or even do about it.

Some Basic AI Information to Share with Clients

We’ve all learned some basics about AI, but it’s still wise for you to teach (or remind):

• There is nothing secure about the information being shared. Therefore, never share personal information including names, addresses, identifying numbers, phone numbers, others.
• There is no guarantee that the information and answers provided will be true or correct. (AI tools are all being gamed. From pharmaceutical companies to healthcare systems, the responses generated by AI are often skewed by mis- and dis- information.)

Every result must be verified.

So here’s today’s suggestion for you: Tak the good information found below and add it to your newsletter, or create a quick video, build a list of do’s and don’ts or suggested prompts, or reach out individually to potential clients to inquire about their use of AI, and to make yourself the hero for providing guidance to them as they access this new information world order. 

Become the expert your clients trust they can turn to for help navigating AI as it regards the challenges they’ve hired you to help them solve. 

It’s smart marketing.

Good AI Guidance to Provide to Clients

• Never use AI in an emergency. it provides information, but cannot prescribe care. 
• Remember that AI should be used only to provide ideas and suggestions; not answers specific to you. Plan to share what you’ve learned in the form of questions to your medical providers. That way you’ll all be on the same team; understanding the same thing, collaborating to find the best solutions.
• It’s OK to list your symptoms for AI as long as you haven’t shared your personal information. Note: if you have logged in to AI (like CoPilot, ChatGPT, Claude, Gemini, or any AI subsciption service) then yes – they will have some of your personal information. Be sure not to share further information like social security, Medicare, or insurance numbers, doctor names, or anything that pinpoints who or where you are.

Good prompts for patient use of AI:  

“Prompts” are the statements one provides to AI to get the answers sought.

• Ask for a list of questions to ask your doctor next time you visit. Your prompt will include your diagnosis and/or symptoms, and whatever results you’ve experienced.
• Ask for names of doctors who specialize in the diagnosis you might have already received. If you have been diagnosed with something unusual and can’t find someone nearby, ask for names of professionals located somewhere outside your home area.
• Ask what the “differential diagnoses” are (that’s medspeak for alternative diagnoses that share symptoms) for any diagnosis you receive that isn’t responding to treatment. Then research any differential results to see if one fits more closely than the one you’ve been given. Discuss your findings with your doctor.
• If you’re experiencing new symptoms, ask AI what should be tracked before you see a doctor so you can be sure to mention your findings during the appointment. For example: do you have symptoms only when you eat? Or when you eat something specific? Or in the middle of the night? Or only in specific locations? or…?
• Ask AI about current research being done for your diagnosis or symptoms.
• Research clinical trials and their requirements. Mention in your prompt what your diagnosis is, and any additional information that will help find exactly what you need.
• Ask what pros and cons should be considered before you make any decisions about treatments.

End any AI guidelines you provide (written or spoken, article or video or podcast) with those reminders about not sharing personal information, and verifying all information.

Setting your clients on the right track as they choose to use AI is imperative. Showcasing your flexibility and expertise in this area will help your practice continue to grow because of – or maybe in spite of (!)- AI