Exploring the Role of Business Intelligence Systems in Digital Healthcare Marketing:

A Qualitative Study

Abstract

This study explores the potential of business intelligence (BI) systems in facilitating digital healthcare marketing. The healthcare industry has undergone a digital transformation in recent years, with increasing use of digital channels for marketing and customer engagement. BI systems have emerged as a promising technology that can enable healthcare organizations to gain valuable insights into customer behavior, preferences, and trends. Despite the potential benefits of BI systems in healthcare marketing, there is a notable research gap in understanding the role and impact of these systems. This study aims to fill this gap by conducting a qualitative investigation into the experiences and perceptions of marketing professionals in the healthcare sector regarding the use of BI systems for marketing. The study employs a qualitative research design and collects data through in-depth interviews with marketing professionals in the healthcare industry. The analysis of the data reveals that BI systems can provide valuable insights for healthcare marketing, including customer segmentation, personalized marketing, and performance monitoring. However, the study also highlights challenges associated with the implementation and use of BI systems, including data privacy concerns and the need for specialized technical expertise. The findings of this study contribute to the existing literature on BI systems and digital healthcare marketing. The study suggests that BI systems can enable healthcare organizations to make informed decisions about marketing strategies and customer engagement. Furthermore, the study highlights the importance of careful planning and implementation of BI systems to overcome potential challenges and ensure successful adoption in the healthcare sector.