A bottomless pit of marketing material from hospitals.
Over the years, we have partnered with more than 500 clinics, medical-tourism travel agencies, and organizations that send us a massive amount of information and material, often haphazardly and in different formats - from PDFs to images in every imaginable form. Plus, our research and data collection have piled up mountains of information that was often inaccessible; knowledge of what existed and where it was stored stayed locked in employees’ heads.
In my experience, every organization faces this problem.
Managing this information was a huge task for us, but it had to be done. We use this material as a reference in daily operations - from customer support to content creation and strategic tasks, market analysis, and reports. For example, our patient-support team helps users find treatment prices and options in different destinations so they know where they can go and how much their desired treatment will cost. As a result, they often need to process and normalize the information collected from partners, which has spawned many different solutions and approaches over the years - a continuous process that changes and grows every time we enter a new market niche.
In the past seven years, we have been documenting, normalizing, and constantly updating this information in various formats - ranging from spreadsheets to text-based documents, complex databases, and scattered folders across different teams. This problem was mostly addressed through narrow opportunities and challenges within each department and team.
I could see that this process was one of the most time-consuming and creatively draining for our organization because the information was essential and needed to be managed and accessible to our team in different cases and situations. It was my job to enable the organization to run smoothly and not stumble over its own information.
I was focused on why there was no easy way to update, document, and make this data accessible for different teams to use to achieve their goals.
In practically every organization, information is not truly accessible; we don’t know what information we have or how we could use it. Information created by one team is almost unreachable for other departments, and it takes lengthy training, discussions, and negotiations to get this information out.
We have “mega sources” that are specific not to a team but to context - databases that hold information in one place and are used by different people with different needs. For example, treatment information for customer support is used to help users find prices for treatments and destinations and by the content and research team to conduct studies, write reports, and create content.
These solutions require ongoing effort to update, maintain, and use. Often they never truly make the information accessible; usability depends on whether users know how to navigate these tools - and data show that most know only the basics. I don’t blame them: these are ugly, finicky, hard-to-remember interfaces - the kind that make enterprise life mind-numbingly uncomfortable for millions worldwide.
I have always been surprised by the lack of user-centered design in these products. Why treat our fellow employees with so little regard for their well-being, then train them for hours on how to use such tools? (I know your secrets, these UIs are designed by devs, sorry guys but your brain is not wired to remember the real-world logic the rest of us use.)
Information had to be accessible for everyone and kept up-to-date, meaning we should be able to update it multiple times a day if needed. Building another mega-complex, training-heavy system felt like a tested-and-failed approach; any new tool had to deliver the same quality results for a veteran or a new hire.
We wanted the information to be human-friendly - truly easy to use and mindful of the user’s well-being and experience.
I kept hearing that information processing is the most boring and time-consuming task, and the same was true when trying to find answers. Many hide this discomfort behind “expertise,” but if they could, they’d let these tasks burn in hell!
With AI, we saw a chance to create a database that can be updated easily at any time and needs minimal human intervention to maintain and normalize. We also envisioned a tool that could search and provide answers to our teams’ questions, regardless of context or the information they need. If it exists, it should be easy for anyone to access. We wanted the tool to be accessible to everyone on the team, with no training or special access needed. So we created a new channel on Discord because we already use it - and love it, as any seasoned gamer would swear by it. As a result, any team member can ask a question, and the bot will search the database and provide the information within seconds.
Solution at a Glance
Smooth Data Intake: NeoVicky pulls in new or updated files on demand, removing the need for manual data entry.
Real-Time Unified Hub: A single, always-updated source of truth accessible across the entire organization.
Instant Answers: Staff get responses to their queries in seconds, boosting speed and productivity.
Previously, we used a very complex system full of manual labor, extensive training, and bureaucracy across teams and documentation.
Now we simply “ask NeoVicky”, and it can provide quotes (snippets from text and their locations for reference), summaries, analyses - everything an advanced AI can do with an information source.
We cut 60% of manual processing and normalization, freeing the team to focus on solving other important problems. Reliance on and accessibility of the information also boosted productivity and lowered burnout and frustration across the organization.
To develop solutions like this, we must take a leap of faith, keep a broad view, and ask what truly matters to professionals. We also need to face “impossible” problems, set clear expectations, communicate the problem space clearly, avoid half-solutions that create friction, and pursue empowering approaches that move us forward. None of this can be done alone; at every step you must gather information, opinions, and expectations - not to collect them for their own sake, but to inform the next move and make bold statements in the problem and solution space. These bold steps are what most often lead to effective solutions.
Time and again, problems that seemed impossibly complex for years - to me and to everyone else - look like a joke in hindsight once they’re solved.
Caring about my team’s experience pays back tenfold; it builds trust backed by a clear track record that in our organization the leaders care enough to ask, listen, understand, and solve problems that really matter for creatives, helping them grow professionally.
In the fast-growing world of medical tourism, delivering accurate, rich, and user-friendly content at scale is a massive challenge. At Medical Tourism Review, we faced this head-on—and found our solution in Kraken. This AI-powered system revolutionized how we create, validate, and maintain vast amounts of clinic data, all while freeing our team to focus on strategy and innovation.
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