AI-DRIVEN TRANSFORMATIONS IN HEALTHCARE MARKETING: A QUALITATIVE INQUIRY INTO THE EVOLUTION AND IMPACT OF ARTIFICIAL INTELLIGENCE ON ONLINE STRATEGIES
Main Article Content
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:
- Recognition of AI's Impact: Participants acknowledged AI's revolutionary influence in healthcare marketing, particularly in data
- Enhanced Patient Engagement: AI-driven real-time interactions, facilitated by chatbots and virtual assistants, were highlighted as enhancing patient experience and
- 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.
References
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30. Kim, H.-W., Chan, H. C., & Gupta, S. (2007). Value-based adoption of mobile internet: an empirical investigation. Decision support systems, 43(1), 111-126.
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35. Lancaster, K. (2017). Confidentiality, anonymity and power relations in elite interviewing: conducting qualitative policy research in a politicised domain. International Journal of Social Research Methodology, 20(1), 93-103.
36. Lee, D., & Yoon, S. N. (2021). Application of artificial intelligence-based technologies in the healthcare industry: Opportunities and challenges. International Journal of Environmental Research and Public Health, 18(1), 271.
37. Liu, R., Gupta, S., & Patel, P. (2023). The Application of the Principles of Responsible AI on Social Media Marketing for Digital Health. Information Systems Frontiers, 25(6), 2275-2299. https://doi.org/10.1007/s10796-021-10191-z
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42. Organization, W. H. (2021). Ethics and governance of artificial intelligence for health: WHO guidance.
43. Panesar, A. (2019). Machine learning and AI for healthcare. Springer.
44. Pathak, V., Jena, B., & Kalra, S. (2013). Qualitative research. Perspectives in clinical research, 4(3), 192.
45. Pitt, C., Paschen, J., Kietzmann, J., Pitt, L. F., & Pala, E. (2023). Artificial intelligence, marketing, and the history of technology: Kranzberg’s laws as a conceptual lens. Australasian Marketing Journal, 31(1), 81-89.
46. Rai, N., & Thapa, B. (2015). A study on purposive sampling method in research. Kathmandu: Kathmandu School of Law, 5.
47. Rawat, B., Bist, A. S., Supriyanti, D., Elmanda, V., & Sari, S. N. (2023). Ai and nanotechnology for healthcare: A survey. APTISI Transactions on Management (ATM), 7(1), 86-91.
48. Roulston, K., & Choi, M. (2018). Qualitative interviews. The SAGE handbook of qualitative data collection, 233-249.
49. Sinkovics, N. (2018). Pattern matching in qualitative analysis. The sage handbook of qualitative business and management research methods, 468-485.
50. Triberti, S., Durosini, I., Curigliano, G., & Pravettoni, G. (2020). Is explanation a marketing problem? the quest for trust in artificial intelligence and two conflicting solutions. Public Health Genomics, 23(1-2), 2-5.
51. Vrontis, D., El Chaarani, H., El Abiad, Z., El Nemar, S., & Yassine Haddad, A. (2022). Managerial innovative capabilities, competitive advantage and performance of healthcare sector during Covid-19 pandemic period. foresight, 24(3/4), 504-526.
2. Aggarwal, A., Tam, C. C., Wu, D., Li, X., & Qiao, S. (2023). Artificial Intelligence–Based Chatbots for Promoting Health Behavioral Changes: Systematic Review. Journal of Medical Internet Research, 25, e40789.
3. Al-Dhaen, F., Hou, J., Rana, N. P., & Weerakkody, V. (2023). Advancing the Understanding of the Role of Responsible AI in the Continued Use of IoMT in Healthcare. Information Systems Frontiers, 25(6), 2159-2178.
4. Al Kuwaiti, A., Nazer, K., Al-Reedy, A., Al-Shehri, S., Al-Muhanna, A., Subbarayalu, A. V., Al Muhanna, D., & Al-Muhanna, F. A. (2023). A Review of the Role of Artificial Intelligence in Healthcare. Journal of Personalized Medicine, 13(6), 951.
5. Alhashmi, S., Salloum, S. A., & Mhamdi, C. (2019). Implementing artificial intelligence in the United Arab Emirates healthcare sector: an extended technology acceptance model. International Journal of Information Technology and Language Studies, 3(3), 27-42.
6. Ali, S., Abuhmed, T., El-Sappagh, S., Muhammad, K., Alonso-Moral, J. M., Confalonieri, R., Guidotti, R., Del Ser, J., Díaz-Rodríguez, N., & Herrera, F. (2023). Explainable Artificial Intelligence (XAI): What we know and what is left to attain Trustworthy Artificial Intelligence. Information Fusion, 99, 101805.
7. Allsop, D. B., Chelladurai, J. M., Kimball, E. R., Marks, L. D., & Hendricks, J. J. (2022). Qualitative methods with Nvivo software: A practical guide for analyzing qualitative data. Psych, 4(2), 142-159.
8. Alowais, S. A., Alghamdi, S. S., Alsuhebany, N., Alqahtani, T., Alshaya, A. I., Almohareb, S. N., Aldairem, A., Alrashed, M., Bin Saleh, K., & Badreldin, H. A. (2023). Revolutionizing healthcare: the role of artificial intelligence in clinical practice. BMC Medical Education, 23(1), 689.
9. Athota, L., Shukla, V. K., Pandey, N., & Rana, A. (2020). Chatbot for healthcare system using artificial intelligence. 2020 8th International conference on reliability, infocom technologies and optimization (trends and future directions)(ICRITO),
10. Baglivo, F., De Angelis, L., Casigliani, V., Arzilli, G., Privitera, G. P., & Rizzo, C. (2023). Exploring the Possible Use of AI Chatbots in Public Health Education: Feasibility Study. JMIR Medical Education, 9, e51421.
11. Basile, L. J., Carbonara, N., Pellegrino, R., & Panniello, U. (2023). Business intelligence in the healthcare industry: The utilization of a data-driven approach to support clinical decision making. Technovation, 120, 102482.
12. Batko, K., & Ślęzak, A. (2022). The use of Big Data Analytics in healthcare. Journal of big Data, 9(1), 3.
13. Benkert, C.-L. M. (2019). Ethics & AI: Identifying the ethical issues of AI in marketing and building practical guidelines for marketers University of Twente].
14. Bhatt, V., & Chakraborty, S. (2023). Improving service engagement in healthcare through internet of things based healthcare systems. Journal of Science and Technology Policy Management, 14(1), 53-73.
15. Braun, V., & Clarke, V. (2012). Thematic analysis. American Psychological Association.
16. Clarke, V., & Braun, V. (2017). Thematic analysis. The journal of positive psychology, 12(3), 297- 298.
17. Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48, 24-42.
18. Davis, F. D. (1989). Technology acceptance model: TAM. Al-Suqri, MN, Al-Aufi, AS: Information Seeking Behavior and Technology Adoption, 205-219.
19. Dwivedi, Y. K., Hughes, L., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., Duan, Y., Dwivedi, R., Edwards, J., & Eirug, A. (2021). Artificial Intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 57, 101994.
20. Fossey, E., Harvey, C., McDermott, F., & Davidson, L. (2002). Understanding and evaluating qualitative research. Australian & New Zealand journal of psychiatry, 36(6), 717-732.
21. Fui-Hoon Nah, F., Zheng, R., Cai, J., Siau, K., & Chen, L. (2023). Generative AI and ChatGPT: Applications, challenges, and AI-human collaboration. In (Vol. 25, pp. 277-304): Taylor & Francis.
22. Galetsi, P., Katsaliaki, K., & Kumar, S. (2023). Exploring benefits and ethical challenges in the rise of mHealth (mobile healthcare) technology for the common good: An analysis of mobile applications for health specialists. Technovation, 121, 102598.
23. Halai, A. (2006). Ethics in qualitative research: Issues and challenges.
24. Hermann, E. (2022). Leveraging artificial intelligence in marketing for social good—An ethical perspective. Journal of Business Ethics, 179(1), 43-61.
25. Hung, L., Lake, C., Hussein, A., Wong, J., & Mann, J. (2023). Using telepresence robots as a tool to engage patient and family partners in dementia research during COVID-19 pandemic: a qualitative participatory study. Research Involvement and Engagement, 9(1), 1-12.
26. Jain, S., Tiwari, R. V., & Tiwari, H. D. (2022). Digitalized Versus Non Digitalized Doctors- Emergence Of Digital Medical Care Via Tech Savvy Doctors: A Systemic Review. Journal of Positive School Psychology, 6(8), 8430-8447.
27. Jarrahi, M. H. (2018). Artificial intelligence and the future of work: Human-AI symbiosis in organizational decision making. Business horizons, 61(4), 577-586.
28. Jeyakumar, T., Younus, S., Zhang, M., Clare, M., Charow, R., Karsan, I., Dhalla, A., Al-Mouaswas, D., Scandiffio, J., & Aling, J. (2023). Preparing for an Artificial Intelligence–Enabled Future: Patient Perspectives on Engagement and Health Care Professional Training for Adopting Artificial Intelligence Technologies in Health Care Settings. JMIR AI, 2(1), e40973.
29. Kallio, H., Pietilä, A. M., Johnson, M., & Kangasniemi, M. (2016). Systematic methodological review: developing a framework for a qualitative semi‐structured interview guide. Journal of advanced nursing, 72(12), 2954-2965.
30. Kim, H.-W., Chan, H. C., & Gupta, S. (2007). Value-based adoption of mobile internet: an empirical investigation. Decision support systems, 43(1), 111-126.
31. Kim, Y., Lee, W. S., Jang, S.-h., & Shin, Y. (2021). A study on the intention to use the artificial intelligence-based drug discovery and development system using TOE framework and value-based adoption model. Journal of Information Technology Services, 20(3), 41-56.
32. King, M. R. (2023). The Future of AI in Medicine: A Perspective from a Chatbot. Annals of Biomedical Engineering, 51(2), 291-295. https://doi.org/10.1007/s10439-022-03121-w
33. Kumar, K., Kumar, P., Deb, D., Unguresan, M.-L., & Muresan, V. (2023). Artificial intelligence and machine learning based intervention in medical infrastructure: a review and future trends. Healthcare,
34. Kumar, P., Vrontis, D., & Pallonetto, F. (2023). Cognitive engagement with AI‐enabled technologies and value creation in healthcare. Journal of Consumer Behaviour.
35. Lancaster, K. (2017). Confidentiality, anonymity and power relations in elite interviewing: conducting qualitative policy research in a politicised domain. International Journal of Social Research Methodology, 20(1), 93-103.
36. Lee, D., & Yoon, S. N. (2021). Application of artificial intelligence-based technologies in the healthcare industry: Opportunities and challenges. International Journal of Environmental Research and Public Health, 18(1), 271.
37. Liu, R., Gupta, S., & Patel, P. (2023). The Application of the Principles of Responsible AI on Social Media Marketing for Digital Health. Information Systems Frontiers, 25(6), 2275-2299. https://doi.org/10.1007/s10796-021-10191-z
38. Mariani, M. M., Perez‐Vega, R., & Wirtz, J. (2022). AI in marketing, consumer research and psychology: A systematic literature review and research agenda. Psychology & Marketing, 39(4), 755-776.
39. Morley, J., Machado, C. C., Burr, C., Cowls, J., Joshi, I., Taddeo, M., & Floridi, L. (2020). The ethics of AI in health care: a mapping review. Social Science & Medicine, 260, 113172.
40. Naik, N., Hameed, B., Shetty, D. K., Swain, D., Shah, M., Paul, R., Aggarwal, K., Ibrahim, S., Patil, V., & Smriti, K. (2022). Legal and ethical consideration in artificial intelligence in healthcare: who takes responsibility? Frontiers in surgery, 9, 266.
41. Nithya, B., & Ilango, V. (2017). Predictive analytics in health care using machine learning tools and techniques. 2017 International Conference on Intelligent Computing and Control Systems (ICICCS),
42. Organization, W. H. (2021). Ethics and governance of artificial intelligence for health: WHO guidance.
43. Panesar, A. (2019). Machine learning and AI for healthcare. Springer.
44. Pathak, V., Jena, B., & Kalra, S. (2013). Qualitative research. Perspectives in clinical research, 4(3), 192.
45. Pitt, C., Paschen, J., Kietzmann, J., Pitt, L. F., & Pala, E. (2023). Artificial intelligence, marketing, and the history of technology: Kranzberg’s laws as a conceptual lens. Australasian Marketing Journal, 31(1), 81-89.
46. Rai, N., & Thapa, B. (2015). A study on purposive sampling method in research. Kathmandu: Kathmandu School of Law, 5.
47. Rawat, B., Bist, A. S., Supriyanti, D., Elmanda, V., & Sari, S. N. (2023). Ai and nanotechnology for healthcare: A survey. APTISI Transactions on Management (ATM), 7(1), 86-91.
48. Roulston, K., & Choi, M. (2018). Qualitative interviews. The SAGE handbook of qualitative data collection, 233-249.
49. Sinkovics, N. (2018). Pattern matching in qualitative analysis. The sage handbook of qualitative business and management research methods, 468-485.
50. Triberti, S., Durosini, I., Curigliano, G., & Pravettoni, G. (2020). Is explanation a marketing problem? the quest for trust in artificial intelligence and two conflicting solutions. Public Health Genomics, 23(1-2), 2-5.
51. Vrontis, D., El Chaarani, H., El Abiad, Z., El Nemar, S., & Yassine Haddad, A. (2022). Managerial innovative capabilities, competitive advantage and performance of healthcare sector during Covid-19 pandemic period. foresight, 24(3/4), 504-526.
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Jan 7, 2024
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How to Cite
Khurram Shahzad Khan, Asma Imran, & Rana Nadir. (2024). AI-DRIVEN TRANSFORMATIONS IN HEALTHCARE MARKETING: A QUALITATIVE INQUIRY INTO THE EVOLUTION AND IMPACT OF ARTIFICIAL INTELLIGENCE ON ONLINE STRATEGIES. Journal of Population Therapeutics and Clinical Pharmacology, 31(1), 179–190. https://doi.org/10.53555/jptcp.v31i1.3954
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Author Biographies
Khurram Shahzad Khan
Department of Management Sciences, International Islamic University, Islamabad, Pakistan,
Asma Imran
Department of Management Sciences, COMSATS University Islamabad, Lahore Campus Pakistan
Rana Nadir
Department of Management Sciences, COMSATS University Islamabad, Lahore Campus Pakistan