Artificial Intelligence in Pharmaceutical Marketing: A Data-Driven Evaluation of Applications and Their Role in Enhancing Patient-Centered Healthcare

Artificial intelligence (AI) is increasingly transforming healthcare systems by enabling data-driven and patient-centered approaches. While its applications in clinical domains are well established, the role of AI in pharmaceutical marketing as a component of digital health remains insufficiently explored. This study aims to evaluate key applications of AI in pharmaceutical marketing and examine their perceived contribution to improving patient engagement and treatment experience. A descriptive-analytical study was conducted among ۷۵ managers from ۲۵ pharmaceutical and distribution companies using a structured questionnaire. Data normality was confirmed, and hypotheses were tested using one-sample t-tests against the neutral value (۳). All five examined dimensions showed statistically significant results (p < ۰.۰۵), indicating positive perceptions toward AI applications. Reliability was confirmed with Cronbach’s alpha ۰.۸۲. Furthermore, the Friedman test revealed significant differences among applications (p < ۰.۰۵), with marketing program analysis based on patient experience ranked highest with Average rating ۴.۱۸۶, followed by digital space analysis and innovation in marketing methods. The findings highlight a shift toward patient-centered, data-driven marketing strategies. Although patient outcomes were not directly measured, the results suggest that AI-driven pharmaceutical marketing can contribute to improved healthcare engagement and support digital health transformation.

کلیدواژه ها:

Artificial Intelligence ، Digital Health ، Healthcare Outcomes ، Medication Adherence ، Patient Engagement ، Pharmaceutical Marketing ، Predictive Analytics