AI-DRIVEN TRANSFORMATIONS IN HEALTHCARE MARKETING: A QUALITATIVE INQUIRY INTO THE EVOLUTION AND IMPACT OF ARTIFICIAL INTELLIGENCE ON ONLINE STRATEGIES

Main Article Content

Khurram Shahzad Khan
Asma Imran
Rana Nadir

Keywords

Artificial Intelligence, Healthcare Marketing, Thematic Analysis

Abstract

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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