Example Prompts:
Prompts in Practice
You’ve long since mastered the core principles of marketing: understanding customer needs, managing (or developing) products and solutions to meet those needs, understanding value and points of differentiation and crafting messages, and measuring impact. But now – well – there’s AI. You wouldn’t be the first to wonder if that means that AI can do all of that without you?
But that’s not the case at all. AI doesn’t replace that expertise; it builds on it. With well-crafted prompts, you can use AI as a collaborative partner – a tool that helps you create ideas, test options, refine strategies and uncover insights more quickly. The key is how you ask – the way you phrase your prompts has a big effect on the quality of the AI’s response.
Clear, detailed prompts give AI enough context to understand your goal – whether that’s analyzing competitor activity, refining segmentation, or developing new promotion ideas. (See our article on “Prompting Best Practice” for guidance on how to write effective prompts.)
Here are some simple example prompts that you can use right away and to help spark your thinking on using AI to support you in your marketing role. And, if you are already confidently up and running in using AI to support your work, then you may find some of them useful to supplement what you have already developed for yourself.
They span both strategic and operational activities; from supporting your work in analyzing markets and helping to define value propositions to planning campaigns, drafting communications, and optimizing performance.
These examples are designed to spark ideas; feel free to adjust or combine to make them your own for your own needs.
These examples are designed to spark ideas; feel free to adjust or combine to make them your own for your own needs.
Click the links below to navigate to different examples
1. Strategic Marketing and Insight
AI can accelerate how you scan the market landscape, summarizing megatrends, tracking competitors, and identifying opportunities faster. Use prompts to compare competitive positions, highlight emerging technologies, or spot shifts in customer behavior. In MedTech, pairing your domain knowledge with AI’s synthesis capabilities can help shape smarter strategies and sharper decision-making.
Summarize market trends
Summarize the [number] market trends affecting [therapeutic area or segment]. Include [add key points to cover].
“Summarize the five market trends affecting interventional cardiology in 2025. Include shifts in regulation, hospital procurement priorities, and clinician expectations.”
Compare competitors
Compare [number] [type] competitors on [dimension]. Present findings as [format].
“Compare three major electrophysiology device competitors based on their sustainability positioning and supply chain messaging. Present findings in a table.”
Analyze and identify opportunities
Analyze [specify data / source] and identify [number] emerging opportunities for Boston Scientific.
“Analyze recent FDA device approvals in DBT neuro modulation and identify three emerging opportunity spaces for Boston Scientific.”
Identify opportunities
From this [source], identify [number] [risks / gaps / opportunities] in [market and context].
“From this market summary, identify two strategic risks and two unmet need opportunities in the endoscopy space with particular reference to single use scopes.”
Create summary
Create [word count] summary of [document] for [audience].
“Create a 150-word executive summary of this competitive analysis for the EMEA leadership team.”
Tips: Provide AI with reliable sources or internal summaries; never ask it (or allow it) to invent data. This is particularly important in our industry for obvious reasons. For richer outputs, specify region, segment, and audience (“focus on EMEA trends in urology”). Ask for synthesis formats like tables or bullet lists to save time building decks or reports.
2. Segmentation and Personas
AI can help you explore, validate, and describe your audience segments. You can use it to generate hypotheses about distinct groups, test language that resonates with each, and translate research data into usable persona summaries. Use prompts to bridge raw data and human insight.
Create audience segments
Create [number] audience segments for [product or therapy area] based on [criteria].
“Create four audience segments for our digital CRM Rythm Care remote monitoring tools, based on professional role, decision influence, and adoption readiness.”
Summarize
Summarize the [needs / motivations] of [segment].
“Summarize the key motivations, pain points, and content preferences of hospital procurement teams evaluating stone ablation capital equipment.”
Compare
Compare the [need] of [audience segments].
“Compare the communication needs of clinicians vs procurement managers / economic buyers when evaluating new PFA technologies.”
Draft short persona summaries
Draft [number] short persona summaries ([details to include]) for [segments].
“Draft three short persona summaries (role, goals, pain points, preferred information sources) for interventional cardiologists, cath lab nurses, and service line leaders.”
Suggest reframe
Suggest how [product benefit/document/summary] could be framed differently for [audience segments].
“Suggest how the same product benefit could be framed differently for clinicians, administrators, and procurement teams.”
Tips: Start from your existing segmentation data, use AI to expand or articulate, not to invent. Ask for tone, motivation, or message variations between groups. Refine outputs by saying “make this more aligned to our existing persona framework” or “simplify for a sales enablement deck.”
3. Value Proposition and Messaging Frameworks
AI can act as a quick-scan tool to help refine or test your value propositions. It can restate your product’s differentiators in different tones, compare competitor messaging, or generate customer-centric benefit ladders. Use it to stress-test clarity and relevance – always validating outputs against approved claims and HEMA guidance.
Draft value proposition
Draft (or refine) a value proposition for [product/solution] focusing on [criteria] and conforming to the structure as in the attached [include BSC VP template].
“Draft a value proposition for Boston Scientific’s IVUS imaging technology, focusing on clinical precision and workflow efficiency and conforming to the structure as in the attached [include BSC VP template].”
Compare value proposition with competitors
Compare the value propositions of [number] competitors in the [sector] space. Identify shared themes and unique differentiators.
“Compare the value propositions of three competitors in the peripheral intervention space in relation to drug eluting stents such as BSC’s Eluvia. Identify shared themes and unique differentiators.”
Rewrite this for...
Rewrite this [document/summary] for [segment], highlighting [topic A] rather than [topic B].
“Rewrite this technical overview for administrators, highlighting economic value rather than engineering detail.”
Develop a simple benefit ladder
Develop a simple benefit ladder for our [product]: feature → functional benefit → emotional benefit and proof.
“Develop a simple benefit ladder for our latest cryoablation system: feature → functional benefit → emotional benefit and proof.”
Tips: Always provide approved product copy as input. Ask AI to suggest which benefits resonate with each stakeholder group. If results feel generic, add constraints: “Use only these approved claims,” or “Make this specific to [audience segment].”
4. Product, Price, and Channel Strategy
(Operational Marketing)
Beyond communications, AI can support early-stage planning and operational decisions: exploring product (or, more likely, service) ideas, pricing scenarios, or distribution strategies. It won’t replace financial models or market validation, but it can help you frame options and articulate trade-offs quickly.
Suggest new ideas to explore based on specified trends
“Based on current [topic A] and [topic B] trends, suggest [number] new [product/service/solution] ideas Boston Scientific could explore to enhance [objective] in the context of [context].”
“Based on current hospital automation and sustainability trends, suggest three new service ideas Boston Scientific could explore to enhance operational efficiency in the context of our Urology offers.”
Propose pricing strategy options
Propose [number] pricing strategy options for [product]: [strategy options]. Outline the pros and cons of each.
“Propose three pricing strategy options for a new electrophysiology workstation: value-based, subscription, and bundled service model. Outline the pros and cons of each.”
Suggest and summarize potential distribution partnership models.
In the context of [context], suggest [number] potential distribution or partnership models for [aim] into [place] in [region]. Summarize benefits, challenges, and marketing implications.
“In the context of our CRM portfolio suggest three potential distribution or partnership models for expanding into ambulatory surgery centers in the GEM region. Summarize benefits, challenges, and marketing implications.”
Outline go-to-market steps for launching a new
Outline the go-to-market steps for launching a new [product] in [region], including regulatory, sales enablement, and marketing considerations.”
“Outline the go-to-market steps for launching our new SICD implantable device in EMEA, including regulatory, sales enablement, and marketing considerations.”
Summarize how XX could strengthen our product/service/solution
“Summarize how [topic] could strengthen our [product/service/solution] for [audience].”
“Summarize how AI-powered analytics could strengthen our EDUCARE MedEd offer for hospital customers.”
Tips: Ask AI to output comparisons, pros and cons, or summary tables to guide discussion. Always frame prompts as exploratory, not prescriptive – these are starting points for validation. Include relevant constraints such as “assume current regulatory conditions in the EU.”
5. Writing Marketing Copy and Campaign Materials
AI tools can help you quickly generate or refine campaign assets, from headlines and taglines to social posts and product descriptions. In MedTech, clarity, accuracy, and compliance are crucial, so your prompts should include the audience, the product type, and any additional guidelines, such as approved claims or tone guidelines. Used thoughtfully, AI can help you vary phrasing, adapt messaging for different audiences, and save time when developing draft materials.
Write taglines for a campaign
Write [number] [tone] taglines for [campaign/product/service/solution]. Make them sound [tone].
“Write five professional taglines for a campaign introducing Boston Scientific’s new remote cardiac monitoring platform. The tone should be reassuring and expert, appealing to hospital procurement teams.”
Write headline options for a campaign
Write [number] headline options for a campaign introducing [description of product/service/solution] – see attached [document]. The tone should [tone], appealing to [customer segment].
“Write three headline options for a campaign introducing our next-generation minimally invasive device in the PI space – see attached product description [insert]. The tone should be confident and professional, appealing to healthcare decision-makers.”
Create description for...
Create a [length] description for [product/service/solution] that appeals to [customer segment].
“Create a short product description (under 80 words) for an ablation catheter that appeals to senior cardiologists.”
Rewrite for a LinkedIn audience
Rewrite this [copy] for a LinkedIn audience of [customer segment], focusing on [specific benefits]: [insert text].”
“Rewrite this product overview for a LinkedIn audience of health care practitioners, focusing on reliability, long-term value, and patient safety: [insert text].”
Suggest different headlines
Suggest [number] different headlines for [channel] and promoting [campaign incentive]. Include a clear call to action.
“Suggest three different headline options for a LinkedIn Sponsored Content ad promoting our CRM Innovation Webinar Series. Include a clear call to action.”
Explain benefits of product/service or solution for the sales team
Explain this product/service/solution’s benefits in [description] terms that the sales team can use with [audience].
“Explain this product’s benefits in terms that HCPs can rapidly understand, so the sales team use them when in conversation with new potential customers.”
Rewrite headline (tonal change)
Using context layering: You’re an experienced MedTech copywriter for [audience]. Rewrite this headline to sound [tone].
“You’re an experienced MedTech copywriter for health-system marketing teams. Rewrite this headline to sound more reassuring to healthcare professionals while staying compliant with the following HEMA guard rails / guidelines.”
Tips: If the first results sound generic, ask AI to “try again in a more professional or clinical tone” or “align with Boston Scientific’s voice.” Use follow-ups like, “explain why you chose those words” to understand tone rationale and refine precision. Include context such as audience (clinicians, administrators, procurement), tone (reassuring, innovative, authoritative), and message goal (educate, build trust, introduce) for best results.
6. Research, Reporting and Synthesis
AI can summarize lengthy materials and turn unstructured information into concise summaries. Use it to distil meeting notes, transform survey findings into clear takeaways, or combine multiple documents into one coherent narrative. It’s especially useful when preparing insights decks, executive summaries, or performance reports.
Summarize into key points
Summarize this [document/meeting/report] into [number] key [points/takeaways] for [purpose/format].
“Summarize this marketing report into five key takeaways suitable for a slide.”
Create executive summary
Create a [number]-word executive summary of this [document/report], focusing on [topic].
“Create a 150-word executive summary of this competitive analysis report, focusing on strategic implications.”
Synthesize insights
Synthesize insights from these [number] [documents/sources] to identify trends in [topic].
“Synthesize insights from these three market research summaries to identify trends in adoption barriers.”
Summarize into these headings
Summarize these [document/text] into [format] with headings: [headings].
“Summarize these meeting notes into a slide outline with headings: Context, Key Decisions, Next Steps.”
Extract specific information
From this [document/text], extract all agreed actions, owners, and deadlines.
“From this meeting transcript, extract all agreed actions, owners, and deadlines.”
Tips: Specify who the summary is for (“for the EMEA marketing leadership team”).
Use verbs like summarize, synthesize, or distil, depending on whether you want a condensed version or integrated insight. Ask AI to deliver structured outputs: bullet lists, tables, or executive summaries.
7. Brainstorming and Ideation
AI can be a fast, low-stakes way to explore ideas, from campaign themes and educational content to go-to-market strategies. It helps you expand your thinking, generate variants, or overcome creative blocks while staying within brand, tone and compliance boundaries.
Generate campaign ideas
Generate [number] campaign ideas to [objective] of [product/service/solution] for [audience] referencing this information [document/source].
“Generate three campaign ideas to raise awareness of Boston Scientific’s sustainability commitment among hospital procurement teams referencing this information in our sustainability report.”
List thought leadership content topics
List [number] thought leadership content topics Boston Scientific could develop around [topic A] and [topic B].
“List five thought leadership content topics Boston Scientific could develop around advances in electrophysiology and AI-assisted diagnostics.”
Suggest naming directions
Suggest [number] naming directions for [format] focused on [topic(s)].
“Suggest three naming directions for a clinical innovation series focused on collaboration and precision.”
Propose ways to express this [idea]
Take this idea, [idea], and propose ways it could be expressed across [channels]. See the attached [document] for context.
“Take this idea, ‘Beyond the Device’, and propose ways it could be expressed across events, digital content, and internal comms. See the attached for service description for context [upload document].”
Prompt writing a creative and strategic skill that grows with practice. The more clearly you define your objective, the more effectively AI will respond. Think of AI as a collaborative partner: fast, tireless, and ready to help you explore ideas, test assumptions and translate insights into actions.
Start small by experimenting with one or two areas at a time – perhaps synthesizing research or summarizing meeting notes – and build from there. Over time, you'll discover new ways to turn marketing knowledge into sharper insight, smarter strategy, and stronger communication.
With clear thoughtful prompts, AI becomes more than an assistant, it becomes a reliable extension of your own marketing experience, supporting you across every stage of the process, from strategic planning to execution.
For more information on using AI within Boston Scientific, explore the dedicated section on BSCMarketingU, or explore our Spotlight on AI for resources, articles and insights into the latest AI marketing trends across the marketing profession.
Get in touch
©2023 The Marketing Faculty
Coming soon!
You have completed Marketing - The Context and a new Module is waiting for you on the BSC Programs page.
You can return to Marketing - The Context anytime.