Neal Sofian

Neal Sofian leads a company that builds conversation bots for the health-care industry. Using algorithms, machine learning, and contextual storytelling, they create complex, customized content on the fly to help people change their health behavior.

Neal and I talked about:

conversational AI and how conversation bots can create conversations and build relationships

how technology that permits the creation of unique compelling content helps people change their behavior

their "Mad Libs" model for creating conversational content on the fly

the differences between machine learning and AI and how natural language processing relates to these technologies

how his background in public health leads to a people-first, behavior-first approach to the tech solutions he works on

how establishing conversational context - with concepts like the "vulnerability index," like information about relationships, etc. - drives the tone of the content they deliver

the importance of starting conversations by asking questions

how his service adds an "engagement layer," making them the concierge that helps you find the info you need to solve your problem - smoking cessation, for example

how they protect the privacy of users by giving control of their information to the consumer

how some medical content has been diluted by focusing on compliance with HIPAA and other standards, which reduces opportunities to create interesting, compelling content

Jamie, their gender-fluid bot whose personality can be programmed to be like your mom, a drill sergeant, coach, mentor, BFF, and whose vocabulary, patience, and how other voice and style choices can be customized for the context

how establishing context enables content creators to use vocabulary and deliver content that is appropriate for the exact situation the reader is in

how writing to one generic reading level is a relic of old mass communication - now we have "segments of one" with the customization that is possible

how storytelling with a narrative customized to the user's needs is superior to generic advice like, "You need to exercise. Here's why."

how the conversation itself provides the permission mechanism they need to include third-party information in the profiles from which they derive the context of the conversation

the ongoing need for good writers to create compelling content for their "Mad Libs"

how to go from "pushing information to creating a conversation and a relationship"

"Always start with people."

Neal's Bio

Neal Sofian is the CEO of tuzag, Inc., a digital, conversational AI health company that has built an "infinite" tailored-content & engagement platform, using conversational AI to drive exponentially greater consumer behavior change. Previously Neal was the Director of Member Engagement at Premera Blue Cross where he was responsible for development strategies to engage the 2.2 million members of Premera in reaching their optimal health.

Neal is a noted author and speaker and continues to be acknowledged as one of the true innovators in the world of health behavior change., and the role of personalization and social networking. Neal holds a master's degree in public health from the University of Missouri School of Medicine. He is also a working potter/sculpture and has done stand-up comedy in a vaudeville show.

Video

Here’s the video version of our conversation:

https://youtu.be/prCO94A9PMg

Transcript

Larry:

Hi everyone. Welcome to episode number 39 of the Content Strategy Insights podcast. I'm really happy today to have with us Neal Sofian. Neal is the CEO of Tuzag, which is a really interesting company that helps folks do behavior change in the healthcare field. One of the online ...