Purpose Digital transformation affected modern society influencing how businesses
cooperate and produce value. In this context, Artificial Intelligence plays a critical role. This …

The study aims to provide a series of information that will contribute to the understanding of
the concept of healthcare marketing and other associated concepts from the perspective of …

Background This study aimed to use marketing theory to examine the views of patients,
pharmacists and general practitioners (GPs) on how community pharmacies are currently …

Purpose The past decade has witnessed a tremendous and progressive growth in the
number of Nigerians who engage in medical tourism from Nigeria to India. Various …

Purpose The purpose of this study is to explore the marketing success factors of an
international private healthcare company operating in Lebanon and examine how these …

Medical tourism (MT) enables patients to satisfy their healthcare needs by traveling outside
their country of residence to obtain medical treatment. The increasing number of scientific …

Purpose: Pressure from the low utilisation rate of private hospitals brought them to seek for
foreign patients abroad. Over two decades, this industry has bloomed into a key source of …

The advent of the Fourth Industrial Revolution has catalyzed transformative changes in the
healthcare sector, highlighting the need to optimize Artificial Intelligence (AI) to improve …

The aim of this chapter is to assess the potential of fairy tale therapy as a comprehensive
relationship marketing tool in the context of cross-sectoral partnerships. The chapter …

Artificial intelligence with virtual reality and the overwhelming digitalization in the next 10
years will change the role of healthcare marketing from managing to creation of new health …