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.
Published in Chapter:
The Role of Health Marketing in the Dissemination of AI and ML Application in Preventive Health
Letícia Moura (2Ai – Applied Artificial Intelligence Laboratory, School of Technology, Polytechnic Institute of Cávado and Ave, Portugal), Bruno Barbosa Sousa (Polytechnic Institute of Cávado and Ave, Portugal & UNIAG, Portugal & CiTUR, Portugal), and
Cláudia Miranda Veloso (GOVCOPP, Aberta University, Portugal & ESTGA, University of Aveiro, Portugal)
Copyright: © 2024
|Pages: 29
DOI: 10.4018/979-8-3693-2153-9.ch004
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.