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Examining the functionality of artificial intelligence strategies to create a new customer experience in the health and pharmaceutical industry
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Navid Shafiei1   , Naser Seifollahi2 , Ghasem Zarei1 , Mohamad Bashekoh1 |
1- University of Mohaghegh Ardabili
2- University of Mohaghegh Ardabili , Naser_seifollahi@yahoo.com |
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Abstract: (120 Views) |
Purpose: This research aims to present a strategic model for the effective implementation of Artificial Intelligence (AI) in the healthcare and pharmaceutical industry to create a new customer experience. The main goal is to identify key factors and provide a comprehensive framework for the successful deployment of this technology in order to improve customer experience, enhance service quality, and create sustainable value.
Method: The present research is qualitative in nature and employs the Grounded Theory method. Data were collected through a literature review and in-depth semi-structured interviews with 20 experts and specialists in the fields of artificial intelligence, medicine, and senior management within the healthcare industry. Data analysis was performed using MAXQDA software and a three-stage coding method (open, axial, and selective).
Findings: The findings indicate that the use of AI in the healthcare and pharmaceutical industry is related to market pressures, customer expectations, and resource constraints. Suitable information and technology infrastructure, legal and organizational support, managing employee resistance, and reducing algorithmic bias are among the key factors for the successful implementation of AI. Strategies such as data analysis, algorithm development, and the creation of intelligent platforms can lead to improved clinical outcomes, increased customer satisfaction, and economic development and growth.
Conclusion: AI is a powerful tool for transforming the healthcare and pharmaceutical industry, provided that it is implemented with a strategic and comprehensive approach, and human, ethical, and legal factors are properly managed. Organizations can improve customer experience, enhance clinical outcomes, and create lasting value by using this model
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| Keywords: Artificial Intelligence, Customer Experience, Healthcare and Pharmaceutical Industry, Strategic Model |
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Type of Study: Research |
Subject:
General
Received: 2025/03/5 | Accepted: 2025/10/11 | Published: 2025/10/18
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