Relevant bibliographies by topics / Healthcare marketing strategies

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Healthcare marketing strategies'

Author: Grafiati
Published: 7 June 2025
Last updated: 2 August 2025

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Journal articles on the topic "Healthcare marketing strategies"

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El, Khair, and Qurratul Aini. "Healthy connections: Crafting compelling healthcare marketing strategies." Scripta Medica 55, no. 6 (2024): 787–94. https://doi.org/10.5937/scriptamed55-50708.

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Due to the importance of healthcare on both an individual and public level, the efficient functionality of the healthcare system is a fundamental component of society's overall well-being. The primary purpose of this research was to assess how academic contributions to healthcare marketing investigations have evolved over time. The paper delved into various aspects from 2015 to 2024, including publishing trends, core journals, authorship patterns, institutional affiliations, nation-wise contributions, theme distributions, author collaborations and keywords. Data was collected from the Scopus d
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Berliana Oktavia Setyawati and Ernawaty. "Digital marketing strategies in healthcare services: literature review." International Journal of Health Science and Technology 6, no. 2 (2024): 89–99. https://doi.org/10.31101/ijhst.v6i3.3690.

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The impact of technological advancements has led to a shift in the paradigm of marketing healthcare services. Marketing in the digital era is highly complex as market conditions can change rapidly beyond providers' control. Digital marketing offers several advantages compared to conventional marketing. Healthcare service providers can integrate digital marketing into their healthcare marketing strategies. This research aims to identify digital marketing strategies in healthcare services. The research method used is a literature review. The researcher used the PRISMA protocol as a guiding frame
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Osh, state university. "Marketing and Management in Healthcare." Marketing and Management of healthcare 15, no. 6 (2025): 12–14. https://doi.org/10.5281/zenodo.15162861.

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Recent studies have highlighted the evolving role of marketing and management in healthcare, emphasizing the need for healthcare institutions to adapt to changing market dynamics and patient expectations. A 2019 article discusses the impact of marketing strategies in healthcare systems, noting that the dynamic evolution of life has significantly affected healthcare, making marketing an indispensable element for health brands. It emphasizes that healthcare marketing is interdisciplinary, utilizing concepts from both classical and social marketing, and is crucial for understanding and meeting pa
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Malathy, M. "A Study on Marketing Strategies For Primary Healthcare Services In Chengalpattu District." Journal of Neonatal Surgery 14, no. 8S (2025): 717–23. https://doi.org/10.52783/jns.v14.2597.

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Marketing plays a crucial role in enhancing the reach and effectiveness of primary healthcare services. This study examines the impact of marketing strategies, particularly social media marketing, on promoting primary healthcare services in Chengalpattu District. Data analysis was conducted using various statistical tools, including Chi-Square tests, One-Way ANOVA, and Weighted Average Method (WAM), to assess the relationship between marketing channels and patient engagement. The findings reveal that most respondents (63%) strongly agree that social media marketing is a significant factor in p
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Saurabh, B. Gade* Mr. Dnyaneshwar S. Vyavhare Dr. Megha T. Salve. "Exploring Sales and Marketing Strategies in the Pharmaceutical Industry: A Comprehensive Review." International Journal in Pharmaceutical Sciences 1, no. 11 (2023): 192–202. https://doi.org/10.5281/zenodo.10087660.

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The pharmaceutical industry is characterized by its complex and competitive nature, where successful sales and marketing strategies play a pivotal role in ensuring the accessibility of innovative drugs to healthcare professionals and patients. This comprehensive review article provides a detailed exploration of the multifaceted landscape of sales and marketing within the pharmaceutical sector. These strategies are critical in establishing strong relationships with healthcare professionals and institutions, delivering essential product information, and adapting to a digital-centric era. In the
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Lorin Purcarea, Professor Eng Victor. "The impact of marketing strategies in healthcare systems." Journal of Medicine and Life 12, no. 2 (2019): 93–96. http://dx.doi.org/10.25122/jml-2019-1003.

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Šmitran, Bojan. "SPECIFICITY OF THE MARKETING STRATEGY CONCEPT OF PUBLIC AND PRIVATE HEALTHCARE." Ekonomist 3, no. 1 (2024): 97–113. http://dx.doi.org/10.46793/ekonomist3.1.6s.

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In the modern healthcare sector, effective marketing strategies are becoming increasingly important for both public and private healthcare institutions. This paper analyzes the specifics of marketing strategies used in these types of healthcare institutions, with the aim of identifying key differences and similarities in approaches and implementation of marketing activities. The results show that private healthcare institutions often emphasize personalized services, patient care and innovative technologies in their marketing campaigns, while public institutions focus on accessibility, reliabil
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Basnet, R. "Healthcare Marketing Strategies: Traditional Techniques, Trends of Today and Technology for Tomorrow." Insight Journal of National Open College 2, no. 1 (2025): 24–30. https://doi.org/10.5281/zenodo.15365544.

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This article examines the transformation of healthcare marketing strategies, tracing their evolution from traditional approaches to a technology-driven landscape shaped by socio-economic and geopolitical factors. The study aims to analyze how emerging digital innovations are reshaping patient engagement, operational efficiency, and the core strategies of healthcare marketers. A qualitative review methodology is employed, synthesizing historical trends, current practices, and technological advancements in healthcare marketing. The article draws on secondary data, case studies, and recent litera
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Akanyako, Joseph. "The Effect of Provider-Related Factors on Healthcare Utilization in the Upper East Region of Ghana: The Mediating Role of Marketing Strategies." African Quarterly Social Science Review 2, no. 1 (2025): 14–24. https://doi.org/10.51867/aqssr.2.1.2.

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This study investigates the mediating role of marketing strategies on the relationships between healthcare provider-related factors and patients' healthcare utilization. Adopting a descriptive cross-sectional quantitative design, the study utilizes a survey method to collect responses from 322 sampled healthcare professionals, using simple random sampling from a population of 1980 who work in public clinics and Community Health Planning Services (CHPS). The theory underpinning this study is the Andersen Behavioural Model of Health Service Utilization. Structural Equation Modelling technique wa
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ain,, Prachi. "TO STUDY THE MARKETING STRATEGIES TO PROMOTE A HEALTHCARE SERVICES." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 05 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem34499.

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In the enthusiastic scene of healthcare, practical exhibiting strategies are noteworthy for healthcare advantage providers to reach their target bunch of spectators, isolated themselves, and inevitably advance determined comes about. This examine paper presents an in-depth examination of advancing strategies custom fitted especially to progress healthcare organizations. Drawing from wide composing reviews, observational considers, and industry bits of information, this paper investigations the distinctive estimations of healthcare advancing, checking measurement examination, regulatory complia
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Dissertations / Theses on the topic "Healthcare marketing strategies"

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Basco, John. "Digital Fundraising Strategies for Nonprofit Marketing Leaders in International Markets." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5540.

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Leaders of North American nonprofit healthcare organizations require funding from international markets but lack the resources to reach these markets through traditional marketing or the skills to reach them through digital marketing, a cost-effective alternative. The purpose of this multiple case study was to document digital fundraising strategies successfully used to reach international markets by the marketing leaders of 5 North American nonprofit healthcare organizations. Participants in the study were involved in implementing digital fundraising strategies. Marketing systems theory was t
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Mooney, Roxie. "Strategies Technology Development Marketing Leaders Used to Commercialize a New Product Innovation." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/2671.

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Strategies for commercialization of a new product innovation are critical for gaining a sustainable level of customer acceptance and financial performance. The purpose of this single case study was to explore the commercialization strategies used by 5 technology development marketing leaders from a healthcare company in Washington state. The conceptual framework for this study was commercialization of innovation theory (CoI). The data were collected through semistructured interviews and company documentation, and analyzed using Yin's 5-step data analysis process for case studies to identify an
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Andrulienė, Danutė. "Kardiologinės pagalbos valdymas Šiaulių apskrityje." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2008. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2008~D_20080929_100101-06005.

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Magistro darbe yra analizuojamas sergamumas širdies ir kraujagyslių ligomis, ligonių, sergančių nestabilia krūtinės angina ir ūmiu miokardo infarktu, srautai į Šiaulių apskrities gydymo įstaigas, įvertintos Šiaulių teritorinės ligonių kasos lėšos, skirtos šių įstaigų stacionarinių ir ambulatorinių kardiologinių paslaugų apmokėjimui, numatytas lėšų poreikis 2010 m. Išsamiai pateikti finansinio sveikatos priežiūros strateginio valdymao principai, Lietuvos nacionalinė sveikatos politika širdies ir kraujagyslių ligų atžvilgiu bei širdies ir kraujagyslių sistemos ligų paplitimo ir jų pasekmių mažin
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Melo, Emanuel José Costa Meireles. "Práticas e estratégias de marketing nas unidades de saúde das Misericórdias." Master's thesis, 2016. http://hdl.handle.net/1822/42894.

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Dissertação de mestrado em Gestão de Unidades de Saúde<br>O mercado da saúde caracteriza-se por uma elevada incerteza que surge associada a fatores como a necessidade crescente de cuidados de saúde e tratamentos eficazes por parte da população, os desafios éticos, as alterações na base da concorrência entre prestadores, os múltiplos papéis assumidos pelo Estado, a assimetria de informação entre o prestador e o cliente/consumidor dos cuidados, e a atuação de organizações de natureza diversa na prestação dos serviços. Neste contexto, as pressões sobre a oferta dos serviços de saúde crescera
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Miranda, Bianca Pereira. "Comunicar em saúde no setor público português: o potencial da comunicação estratégica na promoção da saúde e prevenção do tabagismo." Master's thesis, 2015. http://hdl.handle.net/1822/40705.

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Dissertação de mestrado em Ciências da Comunicação (área de especialização em Publicidade e Relações Públicas)<br>A Comunicação em Saúde é um campo altamente complexo e em constante mutação. Intervém em várias áreas e tem como objetivo principal o valor mais alto que se pode ter: a saúde. Apostar na Promoção da Saúde é uma oportunidade ao alcance dos Estados e cujos resultados não deixam dúvidas. Promover a saúde, além de necessitar de menos investimentos financeiros e de menos recursos humanos que o tratamento da doença, permite alcançar mais e melhores resultados. Assim, aliar o potencial da
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Chen, Yuanyuan. "Strategic management analysis: a pedagogical case study of ali-health." Master's thesis, 2021. http://hdl.handle.net/10071/24868.

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The combination of the internet with the medical industry has formed the internet medical service model, which in China has brought significant social changes. The internet medical service model has helped China improve the uneven distribution of medical resources, the large number of patients with chronic diseases, and the high levels of pressure on medical workers. Since the outbreak of COVID-19, the advantages of telemedicine have become even clearer, and the governments of various countries, including China, have launched relevant laws and policies to promote the development of inter
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Books on the topic "Healthcare marketing strategies"

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E, Christian Charles. Make I.T. known: Marketing strategies and case studies in the healthcare environment. HIMSS, 2010.

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Studin, Ira. Strategic healthcare management: Applying thelessons of today's top management experts to the business of managed care. Irwin, 1995.

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Marketing Healthcare Services to Employers: Strategies and Tactics. SEAHILL PRESS INC, 2012.

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The new rules of healthcare marketing: 23 strategies for success. Health Administration Press, 1998.

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Wooldridge, Barbara Ross, and Kerri M. Camp. Healthcare Marketing: Strategies for Creating Value in the Patient Experience. Cognella Academic Publishing, 2018.

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Surviving a Competitive Healthcare Market: Strategies for the 21st Century. Practice Mgt Information Corp, 1995.

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Forkey, Ezra. Healthcare Marketing: Equip Organizations with Strategies to Efficiently Facilitate Digital Messages. Independently Published, 2022.

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In Search of Good Medicine: Hospital Marketing Strategies to Engage Healthcare Consumers. Independent Publisher, 2014.

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Christian, Charles E., and Judith Kirby. Make IT Known: Marketing Strategies and Case Studies in the Healthcare Environment. CRC Press LLC, 2010.

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Rx-To-OTC Switch - The Strategies Behind Switches.: The Strategies Behind Switches. The Results Today. Progress Publishing, 1997.

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Book chapters on the topic "Healthcare marketing strategies"

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Bimpeh, Michael, and Robert A. Opoku. "Understanding Service Innovation Strategies in Healthcare Organizations: A Preliminary Model: An Abstract." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-030-89883-0_50.

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Anastasiadou, Sofia. "Psychometric Testing Procedures for Attitudes Toward Reproductive Tourism and Cross Border Reproductive Care (ATCBRC)." In Strategic Innovative Marketing and Tourism. Springer Nature Switzerland, 2024. http://dx.doi.org/10.1007/978-3-031-51038-0_14.

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AbstractThe study seeks to evaluate psychometric properties of Attitudes toward Cross Border Reproductive Care (ATCBRC) Inventory in terms of reliability and validity among Greek healthcare professionals. A total suitable sample of 315 doctors, 302 dentists, 356 nurses and 312 midwives were recruited to complete ATCBRC Inventory. To examine the applicability of the ATCBRC Inventory in different groups, its invariance was evaluated. The results certified the internal consistency, as measured by Cronbach alpha coefficient, test–retest reliability, composite reliability and AVE, convergent and co
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Kitsios, Fotis, Maria Kamariotou, and Vicky Manthou. "Hospital Information Systems Planning: Strategic IT Alignment in Healthcare." In Strategic Innovative Marketing. Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-16099-9_25.

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Adeola, Ogechi, and Isaiah Adisa. "Strategic Planning and Healthcare Services." In Health Service Marketing Management in Africa. Productivity Press, 2019. http://dx.doi.org/10.4324/9780429400858-3.

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Platis, Charalampos, and Emmanouil Zoulias. "Leadership Capabilities and their Effect on Job Performance, an Approach in Healthcare Sector." In Strategic Innovative Marketing. Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-33865-1_46.

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Papadaki, Maria, and Charalampos Platis. "Improve the Effectiveness of the Provided Healthcare Services and the Efficiency of a Public Hospital in the Light of a Manager." In Strategic Innovative Marketing. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-56288-9_19.

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Anastasiadou, Sofia, and Andreas Masouras. "Exploring Determinants Regarding Visit and Revisit Intentions Considering Greece as a Medical Tourism Destination." In Strategic Innovative Marketing and Tourism. Springer Nature Switzerland, 2024. http://dx.doi.org/10.1007/978-3-031-51038-0_12.

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AbstractMedical tourism is associated with the act of travelling from of origin where an individual visits a foreign country to pursue healthcare services. Economically, medical travel has profited several southern countries, where the cost of medical procedures is extremely low compared to those of more northern countries. Greece is a medical tourism destination. The objective of the current study is to explore the issue of travel motivations, perceived risks, healthcare services quality, travel constrains, perceived destination image, as determinants regarding visit and revisit intentions co
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Zafeiria, Papadaki, Sofia Anastasiadou, Andreas Masouras, and Stylianos Papalexandris. "Factors Influencing the Use of Digital Marketing by Telemedicine Services." In Strategic Innovative Marketing and Tourism. Springer Nature Switzerland, 2024. http://dx.doi.org/10.1007/978-3-031-51038-0_92.

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AbstractDigital Marketing has offered additional existence to Telemedicine Services as well as health care services by improving their visibility in the virtual frame. Digital Marketing has offered unbelievable opportunities in the present decade. The concept of e-health service, e-patient, e-health, e-healthcare providers are more than familiar to individuals. In the matter-of-fact telemedicine has enhanced substantially, reaching over a percentage of 30% comparing the conventional medicine. The need to use telemedicine in times of pandemics, natural disasters, earthquakes and even war is als
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Gómez-Olmedo, Ana María, and Maria Tsirintani. "Understanding the Challenges of the Healthcare System in Promoting Best Use of Digital Marketing Tools for a Purposeful Living." In Strategic Innovative Marketing and Tourism. Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-12453-3_44.

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Naughton, Mary. "Supranational Pressures and Multilevel Responses: Healthcare Activism in the Era of the EU’s New Economic Governance Regime." In Palgrave Studies in European Political Sociology. Springer Nature Switzerland, 2025. https://doi.org/10.1007/978-3-031-86209-0_9.

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Abstract Healthcare has historically been regarded as a local service. But national health systems are increasingly shaped by European integration. Since the 2010 establishment of the European Union’s new economic governance regime in response to the global financial crisis, the Council and the Commission are empowered to vertically intervene in the organization, and financing of member state health systems. The country-specific methodology of the new economic governance regime allowed these executive institutions to target the health systems of member states worst affected by the crisis, impo
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Conference papers on the topic "Healthcare marketing strategies"

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Tripathi, Sachin, Akhilesh Tiwari, Satendar Singh, Alamgir Sani, Neeraja Aswale, and Abhijeet Patil. "Impact of Artificial Intelligence on the Social Media Marketing Strategies." In 2024 International Conference on Healthcare Innovations, Software and Engineering Technologies (HISET). IEEE, 2024. http://dx.doi.org/10.1109/hiset61796.2024.00112.

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Anghel, Laurentiu-Dan. "MEASURING STUDENTS SATISFACTION AS PART OF THE MARKETING HIGHER EDUCATION STRATEGIES." In SGEM 2014 Scientific SubConference on PSYCHOLOGY AND PSYCHIATRY, SOCIOLOGY AND HEALTHCARE, EDUCATION. Stef92 Technology, 2014. http://dx.doi.org/10.5593/sgemsocial2014/b13/s3.071.

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Majczyk, Julita, Zlatko Nedelko, Anna Nowacka, and Julia Ostęp. "Health-Promoting Leadership Interventions." In 8th FEB International Scientific Conference. University of Maribor Press, 2024. http://dx.doi.org/10.18690/um.epf.5.2024.64.

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The research aims to explore, identify, and describe employees’ perceptions of health-promoting leadership (HPL) interventions within Professional Service Firms (PSFs) in Poland. This ongoing exploratory study involves full-time employees from diverse PSFs. Employing reflexive thematic analysis, the study delves into participants' beliefs and perceptions, shedding light on the nuanced landscape of HPL in PSFs. Initial analysis, based on semi-structured interviews with experienced professionals, unveils key themes: 1) activity dimensions – comprising physical activities, mental-health, and heal
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VRABIE, Catalin. "Artificial intelligence for society and people." In Strategica. Faculty of Management - SNSPA, 2023. http://dx.doi.org/10.25019/str/2023.046.

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Artificial Intelligence has permeated virtually every aspect of contemporary life, spanning entertainment, commerce, healthcare, and the internal functioning of organizations. Platforms like Netflix, Amazon, and Google can anticipate user preferences in movies, shopping habits, and search queries. This wealth of information can be harnessed to develop detailed personal profiles that hold potential not only for behavior analysis and targeted marketing but also for predicting economic patterns, political shifts, and public attitudes toward various subjects. There is a growing optimism that AI ma
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Ahuja, Neha Sanjay. "AI-Driven Decision Making in Management." In The Integration of AI and Technology in Modern Business Practices. SBS Swiss Business School, 2024. http://dx.doi.org/10.70301/conf.sbs-jabr.2024.1/1.1.

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Several Organizations are directing Artificial Intelligence (AI) driven expertise to assist and analyze the data-insights, gaps and transform their decision-making proficiency, especially when the pressure is high with minimal timelines. This research article investigates the impact of AI in decision making and its consequences for individuals, company, and society. Decision making is an important stage in effective accomplishment of any organization to reach the defined organization goals. Accurate data, reports and decisions can improve the prediction of business, transform the business stra
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Somayajula, Harish. "De-Carbonisation Through Energy Management." In ADIPEC. SPE, 2022. http://dx.doi.org/10.2118/211098-ms.

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Borouge, established in 1998 in Abu Dhabi by the Abu Dhabi National Oil Company (ADNOC) and Austria based Borealis, is a leading petrochemical company that provides innovative and differentiated polyolefin solutions. Combining the strengths and experience of its majority shareholders ADNOC and Borealis, Borouge serves a wide range of industries including energy, infrastructure, mobility, advanced packaging, healthcare and agriculture. As a strategic and successful partnership at Borouge, we employ more than 3,100 people with over 50 nationalities, serving customers in over 50 countries across
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Reports on the topic "Healthcare marketing strategies"

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Ivey, Brian T. A Community Needs Assessment to Plan Marketing Strategies for Increased TRICARE Prime Enrollment to the Naval Hospital Corpus Christi Healthcare System. Defense Technical Information Center, 2000. http://dx.doi.org/10.21236/ada409621.

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