Peculiarities of the use of artificial intelligence in the marketing practices of medical institutions of Ukraine during the war

Abstract

Peculiarities of the use of artificial intelligence in the marketing practices of medical institutions of Ukraine during the war The specific features of artificial intelligence application in the marketing activities of healthcare institutions in Ukraine were identified based on an empirical study conducted through a survey and in-depth interviews with 34 representatives of healthcare organizations of different types and regions. The main areas of AI use in healthcare marketing were characterized, among which a content-oriented approach dominates, particularly the generation of textual content for marketing communications, which demonstrates the highest level of application activity (3,97 out of 5). A limited level of utilization of other AI functional capabilities was identified, including marketing analytics, communication personalization, and automation of patient interaction. A typology of healthcare institutions according to the nature of AI adoption in marketing activities was developed, including five types of organizations: digital minimalists, content enthusiasts, systematic practitioners, analytical strategists, and platform innovators. The predominance of the first three types was revealed, characterized mainly by the use of AI for marketing content creation. Three levels of AI application maturity were identified: individual, process-based, and strategic. Key barriers to AI implementation in healthcare marketing were identified, among which the lack of staff knowledge and skills predominates, as well as the risk of disseminating clinically inaccurate information, acknowledged by 44,1% of respondents. This risk was characterized as a barrier specific to the healthcare sector that is virtually absent in international academic research. A gap was identified between the declared level of AI use among marketers in Ukraine and the actual depth of its implementation in healthcare institutions. Martial law was outlined as a contextual factor shaping specific conditions for the adoption of artificial intelligence technologies in the marketing activities of healthcare organizations.