Investigating the impact of artificial intelligence on improving decision making and performance of health organizations: a study in health management and marketing in Iran

Artificial intelligence (AI) is rapidly changing and transforming various areas of health, including health management and marketing. Due to its ability to process huge amounts of data, recognize complex patterns and provide accurate predictions, this new technology has been able to have a profound impact on health processes and improve related services. In Iran, due to the growing need to improve the quality of health services and increase the productivity of resources, the use of AI in health management and marketing is recognized as a strategic necessity. This review article aims to investigate the applications of artificial intelligence in the field of health management and marketing in Iran. At first, we have expressed the importance and necessity of using AI in health systems, and then we review the role of this technology in optimizing management and marketing processes in the field of health. AI can help make better decisions in hospital management, resource planning, and improve health service performance. In addition, in the field of health marketing, AI can lead to improving patient experience, increasing customer satisfaction and optimizing marketing campaigns. The reviewed studies show that artificial intelligence plays a key role in optimal management of hospital resources, reducing treatment costs and improving decision-making processes. Also, marketing based on data obtained from AI enables personalization of services and increased effective interactions between patient and service provider. Among other findings of this article, there is a significant improvement in the quality of health services using AI and a reduction in treatment costs, which results from the optimization of decisions and the reduction of human errors. The use of AI can help reduce costs and increase the efficiency of health systems. Also, the use of AI tools in Big Data analysis can help discover disease patterns, predict future health trends, and provide targeted services. Finally, this article shows that despite challenges such as the need for proper infrastructure, training of manpower and ethical issues related to the use of artificial intelligence, there is a high potential for applying this technology in the field of health management and marketing in Iran. To exploit this capacity, there is a need for appropriate policies, investment in technological infrastructure and educational programs. Also, future research should address the operational aspects and evaluate the long-term effects of using AI in the health field so that its benefits can be fully enjoyed.

کلیدواژه ها:

Artificial intelligence ، Health marketing ، Health management ، Decision making