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Sadeqi-Arani Z, Mazroui Nasrabadi E. Transforming Public Health: The Role of Artificial Intelligence in Enhancing Social Marketing Strategies for Behavioral Change. JMIS 2025; 11 (1) :1-5
URL: http://jmis.hums.ac.ir/article-1-564-en.html
URL: http://jmis.hums.ac.ir/article-1-564-en.html
Associate Professor, Department of business management, Faculty of Financial Science, Management and Entrepreneurship, University of Kashan, Kashan, Iran.
Abstract: (720 Views)
Social marketing in health involves employing commercial marketing approaches and strategies in a quest to change public health behavior (1). Social marketing aims at improving individual and community health through planning, developing, and testing programs for producing voluntary behavior change in terms of health (2). For example, marketing can be adopted in a quest to make individuals stop smoking and exercise regularly (1,2). In such a scenario, one identifies wants and needs of the target group, and through offering them relevant goods and services, barriers towards behavior change are removed (1). Communication channels with high effectiveness are then adopted in conveying messages regarding health in an effective manner to the target group (1). One of the greatest challenges for social marketing programs in health is processing voluminous behavior information and providing real-time feedback in social marketing programs in health (3). Implementation of artificial intelligence (AI) in social marketing programs in health can serve as a catalyst, with a significant impact in terms of improving effectiveness and efficiency in marketing programs and strategies and in improving public health (3). AI is a computer science field concerned with developing machines and computer programs that can perform such operations as problem-solving, learning, reasoning, processing language, and identifying patterns- all operations that demand intelligence in humans (4). By simulating mental processes in humans in machines, AI technology enables analysis and information processing (4). AI integration can reframe campaign planning, delivery, and evaluation in social marketing. AI application in social marketing campaigns can enrichen segmentation, make goods and services personalized, enable real-time feedback, and enrich predictive analysis. All these make interventions effective and promote desired healthy behavior. What is below identifies a range of these benefits (5-9).
Audience Segmentation: Most importantly, its greatest application in medical marketing is its ability to conduct segmentation and target groups with high accuracy (5). With machines having algorithms, big datasets including demographics, healthy behavior, and social consumption can be processed and analyzed to expose trends and segments not discernible with traditional methodologies (5). Algorithm programs in machines embody a group of computational processes in AI that enable programs to make and learn choices through unprogrammed processes (6). Algorithm programs make accurate forecasts and classify items with accuracy through realization of trends and hidden relations in input information (6). For example, AI can identify high-risk groups such as long-conditioned and susceptible persons to infectious disease and deliver personalized interventions with augmented efficacy.
Personalizing messages: is artificial intelligence's greatest virtue, and AI can make messages personalized in terms of individual behavior and preference (7). AI can generate messages in terms of individuality through information analysis received via channels such as fitness trackers, medical software, and social networks (8). AI can make messages personalized in terms of individuality through analysis of information received through sources such as fitness trackers, medical software, and social networks (8). a computer can monitor an individual's activity level and make personalized recommendations (9).
Real-Time Analysis and Preventive Intervention: The real-time analysis feature of artificial intelligence is one improvement over traditional social marketing approaches (5). Behavior change interventions in health depend a lot on delayed feedback and, for that matter, cannot effectively react to new trends and emerging issues in real-time (10). AI platforms, on the other hand, receive and evaluate information in real-time, and real-time campaign adaptations can therefore follow in relation to current recommendations (11). For example, social AI can track public feelings and analysis of public consciousness through AI can allow organisations to assess feedback regarding a campaign (e.g. vaccination in a pandemic such as COVID-19) and react to concerns in a timely manner in a target community. Prompt reaction is most significant during a period of a health epidemic, for example, a pandemic, when timely and proper information dissemination is critical (2).
Despite these strengths, artificial intelligence in social marketing for health is challenged with a variety of impediments (12). There is a concern about information security and privacy, with AI having access to high volumes of sensitive information, including individual medical information (13). Keeping in compliance with applicable legislation and getting consent is important in protecting trust and information security. In leveraging AI in social marketing programs for health in full, future studies will have to strive towards creating individual borders' protective approaches and researching approaches for strengthening trust in AI technology use for behavior tracking in target groups. Converting AI with new and emerging technology, including the Internet of Behavior (IoB), cloud computing, and many more, could maximize AI for increased effectiveness in social marketing for health programs. How integration will work could become a future study in this field, particularly in terms of product, service, or direction of direction (10).
Audience Segmentation: Most importantly, its greatest application in medical marketing is its ability to conduct segmentation and target groups with high accuracy (5). With machines having algorithms, big datasets including demographics, healthy behavior, and social consumption can be processed and analyzed to expose trends and segments not discernible with traditional methodologies (5). Algorithm programs in machines embody a group of computational processes in AI that enable programs to make and learn choices through unprogrammed processes (6). Algorithm programs make accurate forecasts and classify items with accuracy through realization of trends and hidden relations in input information (6). For example, AI can identify high-risk groups such as long-conditioned and susceptible persons to infectious disease and deliver personalized interventions with augmented efficacy.
Personalizing messages: is artificial intelligence's greatest virtue, and AI can make messages personalized in terms of individual behavior and preference (7). AI can generate messages in terms of individuality through information analysis received via channels such as fitness trackers, medical software, and social networks (8). AI can make messages personalized in terms of individuality through analysis of information received through sources such as fitness trackers, medical software, and social networks (8). a computer can monitor an individual's activity level and make personalized recommendations (9).
Real-Time Analysis and Preventive Intervention: The real-time analysis feature of artificial intelligence is one improvement over traditional social marketing approaches (5). Behavior change interventions in health depend a lot on delayed feedback and, for that matter, cannot effectively react to new trends and emerging issues in real-time (10). AI platforms, on the other hand, receive and evaluate information in real-time, and real-time campaign adaptations can therefore follow in relation to current recommendations (11). For example, social AI can track public feelings and analysis of public consciousness through AI can allow organisations to assess feedback regarding a campaign (e.g. vaccination in a pandemic such as COVID-19) and react to concerns in a timely manner in a target community. Prompt reaction is most significant during a period of a health epidemic, for example, a pandemic, when timely and proper information dissemination is critical (2).
Despite these strengths, artificial intelligence in social marketing for health is challenged with a variety of impediments (12). There is a concern about information security and privacy, with AI having access to high volumes of sensitive information, including individual medical information (13). Keeping in compliance with applicable legislation and getting consent is important in protecting trust and information security. In leveraging AI in social marketing programs for health in full, future studies will have to strive towards creating individual borders' protective approaches and researching approaches for strengthening trust in AI technology use for behavior tracking in target groups. Converting AI with new and emerging technology, including the Internet of Behavior (IoB), cloud computing, and many more, could maximize AI for increased effectiveness in social marketing for health programs. How integration will work could become a future study in this field, particularly in terms of product, service, or direction of direction (10).
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Received: 2025/01/3 | Accepted: 2025/03/1 | Published: 2025/03/21
Received: 2025/01/3 | Accepted: 2025/03/1 | Published: 2025/03/21
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