abstract

In today’s digitised era, the healthcare industry is rapidly evolving as hospitals endeavour to enhance patient engagement and personalisation of services through innovative digital marketing strategies. This study investigates how Indian hospitals, particularly in the semi-urban context of Guntur district, are integrating artificial intelligence (AI) technologies-such as chatbots, recommendation systems, and predictive analytics-into their digital marketing efforts. By combining quantitative surveys of 425 patients and qualitative interviews with hospital management, the research examines awareness levels of digital marketing tools, their impact on service delivery, and patient perceptions. The findings reveal that AI-driven tools significantly enhance patient communication, streamline appointment scheduling, and improve overall patient satisfaction and loyalty. Furthermore, hospital managers emphasise that AI integration not only supports competitive differentiation but also paves the way for more effective personalised healthcare delivery. However, challenges such as data privacy concerns, high technology costs, and skill gaps remain critical hurdles to be overcome. In conclusion, the study confirms that AI-enabled digital marketing plays a pivotal role in transforming healthcare marketing and recommends that hospitals invest in future innovations while ensuring ethical and secure practices to reap long-term benefits.