The Challenge
Real-time content was either burning the team out or burning the budget
Bangkok Hospital's social team faced a problem with no clean answer. Pre-planned content was safe, structured — and completely ignored. Real-time content that actually performed required constant monitoring, fast editorial decisions, and medical accuracy checks that couldn't be rushed. The team was exhausted. Outsourcing the volume wasn't affordable. The content calendar had become a trap.
Our Approach
"The news cycle is the brief — if you can read it fast enough"
Instead of planning content around the hospital, we flipped the model. What if the content started with what people were already paying attention to — and then connected it back to the hospital's medical expertise? The insight was simple: people don't wake up thinking about healthcare, but they do wake up reading the news. Our job was to build a system that could sit at that intersection every single day, automatically.
What We Built
Built an AI pipeline that scans Thai news websites every 24 hours, ranks stories by engagement and view volume, and surfaces the top 3 topics of the day.
For each top topic, the system searches Bangkok Hospital's own article library at bangkokhospital.com to find medically relevant content — connecting public interest to clinical expertise.
The AI blends the trending topic with the hospital's health knowledge to produce a Facebook caption — written in the hospital's voice, medically grounded, and timed to the cultural moment.
All three drafted captions are appended to a shared Google Sheet each morning. The social media team reviews, selects one, refines the copy, and posts — no brief needed, no blank page.
Launched the pipeline publicly as
The Results
+300%
engagement vs. pre-planned posts
across comparable content categories
#BetterAI
launched as Bangkok Hospital's public AI initiative
internal project becomes external brand signal
🏆
Marketing Excellence Award 2025
recognised for AI innovation in healthcare marketing
"We went from staring at a blank content calendar to having three strong, medically relevant captions waiting for us every morning. The team finally had breathing room — and the posts actually performed. "
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