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.
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Khan et al. (2024) studied this question.
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