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Khurram Shahzad Khan
Asma Imran
Rana Nadir


Artificial Intelligence, Healthcare Marketing, Thematic Analysis


Objective: To examine healthcare marketers' perceptions of AI's role in transforming healthcare marketing and to assess the associated challenges, opportunities, and ethical considerations.

Methodology: A qualitative research approach was adopted, involving in-depth interviews with thirty healthcare marketers from diverse institutions.

Results: Thematic analysis of the interviews indicated:

  1. Recognition of AI's Impact: Participants acknowledged AI's revolutionary influence in healthcare marketing, particularly in data

  2. Enhanced Patient Engagement: AI-driven real-time interactions, facilitated by chatbots and virtual assistants, were highlighted as enhancing patient experience and

  3. Ethical Considerations: Concerns regarding patients' privacy, data security, trust, and transparency were raised in light of AI's integration.

Conclusion: Healthcare marketers perceive AI as pivotal in elevating patient engagement and service delivery. The insights derived from this study empower marketers to harness AI effectively, crafting personalized and patient-centric online marketing campaigns, thereby enhancing the overall patient healthcare journey.

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