ARTIFICIAL INTELLIGENCE IN DIGITAL MARKETING OF HEALTHCARE ORGANIZATIONS AS A TOOL FOR ENSURING THEIR ECONOMIC SECURITY

No. 47 (2025), ARTICLES
No. 47 (2025)

ARTIFICIAL INTELLIGENCE IN DIGITAL MARKETING OF HEALTHCARE ORGANIZATIONS AS A TOOL FOR ENSURING THEIR ECONOMIC SECURITY

ARTICLES
https://doi.org/10.32782/2522-1256-2025-47-3
Inna Deineha
Lviv Polytechnic National University
https://orcid.org/0000-0001-5006-190X
Andrii Fihun
Lviv Polytechnic National University
https://orcid.org/0009-0008-9299-8504
PDF (Українська)

Keywords

artificial intelligence
economic security
digital marketing
healthcare organizations
ethical principles
marketing risks
market entropy

How to Cite

Deineha, I., & Fihun, A. (2025). ARTIFICIAL INTELLIGENCE IN DIGITAL MARKETING OF HEALTHCARE ORGANIZATIONS AS A TOOL FOR ENSURING THEIR ECONOMIC SECURITY. Entrepreneurship and Trade, (47), 29-38. https://doi.org/10.32782/2522-1256-2025-47-3
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Abstract

The article examines the impact of integrating artificial intelligence into the digital marketing strategies of healthcare organizations on the level of their economic security. A literature review, comparative analysis, and logical-structural modeling are applied to refine the role of AI in ensuring the resilience of medical institutions. It is substantiated that the economic security of a healthcare institution is shaped by the combination of financial stability, controllability of risks, and the ability to provide high-quality medical services, while AI in digital marketing is becoming one of the key instruments for supporting this resilience. The study shows that the use of AI in targeting, communication personalization, and analytics can enhance the effectiveness of marketing activities, contribute to revenue growth, and stabilize demand. At the same time, a set of specific threats to economic security is identified, related to information and cyber risks, reputational, regulatory, behavioral, and organizational–managerial risks, which necessitates the formation of an integrated system for their identification and control. A logical-structural model of the ethical use of AI in the marketing of healthcare organizations is proposed, combining the principles of the primacy of clinical appropriateness over commercial objectives, transparency of algorithms and communications, truthfulness and evidence-based content of messages, inadmissibility of manipulating patients’ fears and vulnerabilities, ethical use of personal data, preservation of human control over key decisions, and compliance with medical ethics and legal requirements. It is shown that the implementation of these principles reduces the likelihood of complaints, conflicts, and reputational crises, mitigates regulatory risks, supports patient trust, stabilizes demand, and decreases the level of entropy in the marketing decision-making system, which collectively leads to an increase in the economic security of the healthcare organization. The practical significance of the results lies in providing benchmarks for the development of digital marketing strategies and managerial decisions regarding the ethical integration of AI into the activities of healthcare organizations.

https://doi.org/10.32782/2522-1256-2025-47-3
PDF (Українська)

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Ponomarenko, I. (2024), Аrtificial intelligence in digital marketing. Scientia fructuosa. is. 155 (3), pp. 58–70, Available at: https://surl.li/osjzgb

Setyawati B. O., Ernawaty. (2024), Digital marketing strategies in healthcare services: literature review, International Journal of Health Science and Technology, no. 6(2), pp. 89-99, Available at: https://surl.li/qptsiw

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