Identifying customer needs (CNs) is important for product management, product development, and marketing. Applications rely on professional analysts interpreting textual data (e.g., interview transcripts, online reviews) to understand the nuances of customer experience and concisely formulate "jobs to be done." The task is cognitively complex and time-consuming. Current practice facilitates the process with keyword search and machine learning but relies on human judgment to formulate CNs. We examine whether Large Language Models (LLMs) can automatically extract CNs. Because evaluating CNs requires professional judgment, we partnered with a marketing consulting firm to conduct a blind study of CNs extracted by: (1) a foundational LLM with prompt engineering only (Base LLM), (2) an LLM fine-tuned with professionally identified CNs (SFT LLM), and (3) professional analysts. The SFT LLM performs as well as or better than professional analysts when extracting CNs. The extracted CNs are well-formulated, sufficiently specific to identify opportunities, and justified by source content (no hallucinations). The SFT LLM is efficient and provides more complete coverage of CNs. The Base LLM was not sufficiently accurate or specific. Organizations can rely on SFT LLMs to reduce manual effort, enhance the precision of CN articulation, and provide improved insight for innovation and marketing strategy.

Large language models (LLMs), such as ChatGPT, have received substantial attention due to their capabilities for understanding and generating human language. LLMs in medicine to assist physicians for patient care are emerging as a promising research direction in both artificial intelligence and clinical medicine. This review provides a comprehensive overview of the principles, applications, and challenges faced by LLMs in medicine. We address the following specific questions: 1) How should medical LLMs be built? 2) What are the measures for the downstream performance of medical LLMs? 3) How should medical LLMs be utilized in real-world clinical practice? 4) What challenges arise from the use of medical LLMs? and 5) How should we better construct and utilize medical LLMs? This review aims to provide insights into the opportunities and challenges of LLMs in medicine, and serve as a practical resource for constructing effective medical LLMs. We also maintain and regularly updated list of practical guides on medical LLMs at https://github.com/AI-in-Health/MedLLMsPracticalGuide.