Abstract
The development of information and communication technology (ICT) has made citizens the protagonists of so-called preventive health, whose focus and importance are in disease prevention or early diagnoses to promote faster and more effective treatment, and reduce the number of consultations and hospitalizations, which impacts on overcrowding in hospitals. Additionally, the amount and speed of data generated daily in the health area make the need for technologies capable of capturing, crossing, and interpreting information in real-time even greater. Thus, new technologies available in the market bring a new scenario of prosperity for patients, doctors, and hospitals. Due to web and mobile application solutions, information such as medical histories, medical prescriptions, exams, and family history can be stored using artificial intelligence and machine learning. This work aims to understand and assist in the connection of technologies with preventive health and observe how health marketing can help promote this relationship.
TopIntroduction
Healthcare systems are facing significant changes in service delivery, driven by an aging population and the more complex management of diseases. In this scenario, the need for a new service model that efficiently connects the healthcare system with its users to generate and add value is evident (Kuziemsky & Vimarlund, 2018). In this context of transformation, the healthcare sector is evolving in its approach to prevention, protection, and promotion of health. Healthcare professionals face constant challenges to ensure an enhanced patient experience and achieve their satisfaction and loyalty (O’Connor et al., 2021).
Currently, marketing has become essential in the healthcare sector and aims to reach both those who are ill and seek to regain their health, as well as those who are healthy but seek to maintain their well-being. In this context, the patient is a value co-creator, as they actively participate in essential processes, such as managing their own health and having an active voice in interactions with healthcare institutions (Anderson et al., 2019; Crié & Chebat, 2013; Lee, 2019).
The digital transformation in healthcare, driven by the adoption of apps and mobile devices by patients, has brought about significant changes in people's attitudes and behaviors, profoundly impacting citizens. The use of apps contributes to the autonomy of patients, as they can manage their health to better understand processes and treatments, as well as have solutions for monitoring their medical histories, medication use, and medical appointments (Aydin & Silahtaroglu, 2021; European Commission, 2014).
All these changes in the healthcare landscape have made citizens the protagonists of the so-called preventive medicine, which focuses on disease prevention or early diagnosis to promote faster treatment (Razzak et al., 2020). In addition to having the potential to transform the field of preventive healthcare, allowing people to monitor their individual health effectively through more precise information about their physical and mental conditions, thus obtaining personalized preventive treatment, enabling the prolongation of human life (Jiang et al., 2022). The results obtained from the literature presented demonstrate perspectives that complement each other through very similar perceived benefits and barriers. The study presents a limitation as it would be necessary to deeply understand these perspectives through interviews or questionnaires.
Key Terms in this Chapter
Artificial Intelligence: Refers to computer systems capable of performing complex tasks that historically only a human could do, such as reasoning, making decisions, or solving problems.
Health Marketing: Is a process of strategic outreach and communications designed to attract healthcare consumers, guide them through their healthcare journey, and keep them engaged with the health system.
Services Marketing: Is a specialized branch of marketing which emerged as a separate field of study in the early 1980s, following the recognition that the unique characteristics of services required different strategies compared with the marketing of physical goods.
Consumer Behavior: Is the study of individuals, groups, or organisations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behaviour consists of how the consumer's emotions, attitudes, and preferences affect buying behaviour.