Page 32 - IMDR Journal 2025

Research Article
RESEARCH PROJECT ON AI IN HEALTHCARE
MARKETING IMPROVING PATIENT
ENGAGEMENT AND RETENTION

1
Aayushi Chandra , Prachi Kakde 1
ABSTRACT
Artificial Intelligence (AI) is changing the way healthcare marketing works. Hospitals and clinics are finding better ways to
talk with patients. Messages are faster, clearer, and feel more personal. For example, friendly digital tools can remind people
about their appointments. They can also share basic health tips or answer simple questions anytime. This helps patients be
stress free and stay connected with the doctor. This facilitates the apt care at the right time. Tasks like advertisement and emails
are automated which gives the team more time to focus on bigger ideas. The patient can stay in touch with the doctor at any
time with these tools. These tools automate the reminders and give helpful information. This helps people feel cared for and
keeps them coming back. A little personal care goes a long way in building trust and long-term relationships. But using AI in
healthcare means following strict rules. The patient data must be maintained securely and kept private. Laws like HIPAA (in
the US) and GDPR (in Europe) protects the patient information. Any AI tool in healthcare must follow these rules. In the
future, there will be virtual assistants who will talk more naturally and give better advice. Hospitals and clinics will use AI to
spot problems early even before a patient feels sick. This means helping people stay healthy instead of just treating illness.
KEYWORDS AI in Healthcare Marketing, Patient Engagement, Predictive Analytics, Conversational AI, Healthcare
Automation, Patient Retention Strategies.

INTRODUCTION The report evaluates how AI streamlines marketing
operations by automating repetitive tasks, optimizing
Artificial Intelligence (AI) is quickly altering healthcare
outreach strategies, and enabling real-time decision-
marketing, strengthening patient engagement and retention making. It discusses how AI improves resource allocation
through personalized strategies and data-driven insights. and enhances the effectiveness of healthcare marketing
This research examines AI applications in this domain, campaigns.
including their assets, curbs, and future prospects.
3. To Identify AI-Driven Strategies for Improving Patient
The Role of AI in Personalizing Patient Engagement - AI
allows healthcare professionals to provide highly Retention This report investigates how AI facilitates patient
individualized patient experiences by evaluating copious retention through automated follow-ups, personalized
data from electronic health records, feedback, and digital content delivery, and predictive healthcare interventions. It
emphasizes the importance of AI in maintaining long-term
interactions. This allows for precise targeting of patient
patient-provider relationships and reducing patient churn.
segments with tailored marketing efforts. By understanding
individual preferences, AI-driven marketing strategies 4. To Assess Challenges and Future Trends in AI-Enabled
ensure that patients receive relevant healthcare Healthcare Marketing
recommendations, improving engagement and trust. This The paper discusses critical issues such as data privacy,
personalization fosters stronger relationships between regulatory compliance, and implementation costs.
patients and healthcare providers, leading to increased Additionally, it explores emerging AI trends, including
loyalty and improved health outcomes. AI- powered conversational AI and advanced predictive analytics, that
solutions help to optimize marketing initiatives, ensuring will shape the future of healthcare marketing.
that messages target the appropriate people at the right time.

METHODOLOGY
OBJECTIVES :
The researchers have worked on this project “AI in
1. To Explore AI’s Role in Personalizing Patient Healthcare Marketing: Improving Patient Engagement and
Engagement This report aims to analyse how AI-driven Retention”. The researchers have used the secondary
tools, such as chatbots and predictive analytics, enhance resources, which the researchers have taken from various
patient engagement by delivering tailored healthcare media-journals, online resources etc. and only secondary
experiences. It highlights how AI can process vast amounts data has been used while making this assignment. The
of data to identify patient preferences, predict future needs, researchers have collected the data from the websites. The
and provide personalized healthcare communication. researchers have taken the data of the last 5 years for the
2. To Examine AI’s Impact on Operational Efficiency in purpose and accordingly it has been used.
Healthcare Marketing

Corresponding author: aayushi18.chandra@gmail.com
1
Institute of Management Development and Research, Pune
Cite this Paper :
Aayushi, C., Prachi, K. (2025)
AI in Healthcare Marketing: Improving Patient Engagement and Retention, JMDR
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