Sağlık İletişiminde YZ Destekli Uygulamalar: Özel Hastaneler Üzerine Karşılaştırmalı Bir Analiz

Öz

Dijitalleşme ve ve yapay zekâ (YZ) tabanlı çözümler, sağlık sektöründe hasta ile kurum arasındaki iletişimi hızla dönüştürmektedir. Kişiselleştirilmiş içerik, hedefli bilgilendirme ve çok kanallı etkileşim yoluyla hasta deneyimi yeniden tanımlanmaktadır. Bu çalışma, sağlık iletişiminde; doktor, hasta ve hastane ilişkisini dijital iletişim açısından ele almaktadır. Araştırmada, sağlık iletişimindeki dijital temas noktaları mobil uygulamalar özelinde değerlendirilmiştir. Bu bağlamda randevu akışları, iletişim özellikleri, mobil uygulama içerikleri ve çevrim içi hizmetler, YZ destekli kişiselleştirme pratikleri gibi özellikler iletişim stratejileri açısından incelenmiştir. Yöntem olarak doküman analizi ve betimsel içerik analizi uygulanmıştır. Acıbadem ve Medical Park örnekleminde mobil uygulama içerikleri reklam, tanıtım, halkla ilişkiler gibi iletişim alanlarıyla ilişkilendirilen 5 kriter açısından değerlendirilmiştir. Bu kriterler kapsamında “kişiselleştirme”, “dijital kolaylık”, “güven inşası”, “dijital etkileşim” ve “etik/gizlilik vurgusu” temaları kodlanarak karşılaştırılmıştır. Bulgular, kurumların kişiselleştirme stratejilerini randevu süreçlerinde yönlendirme ve kolaylaştırma, mobil uygulama üzerinden kişiye özel erişim ve dijital asistan destekli iletişim uygulamalarıyla yapılandırdığını göstermektedir. Bu yapıların reklam ve tanıtım açısından “marka güveni”, “hizmet kalitesi algısı” ve “deneyim tasarımı” üzerinden değer ürettiği belirlenmiştir. Sonuçta YZ destekli kişiselleştirmenin sağlık iletişiminde sadece klinik verimlilik değil, kurumsal itibar ve hedef kitle yönetimi açısından da stratejik bir tanıtım aracı haline geldiği görülmektedir.

Anahtar Kelimeler

• Sağlık iletişimi
• yapay zekâ ve kişiselleştirme
• dijital pazarlama
• hasta ve hastane iletişimi.

Artificial Intelligence-Supported Applications in Health Communication: A Comparative Analysis of Private Hospitals

Öz

Digitalization and artificial intelligence (AI) based solutions are rapidly transforming the communication between patients and institutions in the healthcare sector. The patient experience is being redefined through personalized content, targeted information, and multi-channel interaction. This study examines the relationship between doctor, patient, and hospital in health communication from the perspective of digital communication. In the research, digital touchpoints in health communication were evaluated specifically through mobile applications. In this context, features such as appointment flows, communication characteristics, mobile application content, online services, and AI-supported personalization practices were analyzed in terms of communication strategies. Document analysis and descriptive content analysis were applied as methods. In the sample of Acıbadem and Medical Park, mobile application contents were evaluated according to 5 criteria associated with communication fields such as advertising, promotion, and public relations. Within the scope of these criteria, the themes of “personalization,” “digital convenience,” “trust building,” “digital interaction,” and “emphasis on ethics/privacy” were coded and compared. The findings show that institutions structure their personalization strategies through guidance and facilitation in appointment processes, personalized access via mobile applications, and digital assistant-supported communication practices. It was determined that these structures create value through “brand trust,” “perception of service quality,” and “experience design” in terms of advertising and promotion. Consequently, it is observed that artificial intelligence-supported personalization in health communication has become a strategic promotional tool not only for clinical efficiency but also for corporate reputation and target audience management.

Anahtar Kelimeler

• Health Communication
• Artificial Intelligence and Personalization
• Digital Marketing
• Patient and Hospital Communication.

Kaynakça

1. Ali, Y., & Khan, H. U. (2023). A survey on harnessing the applications of mobile computing in healthcare during the COVID-19 pandemic: Challenges and solutions. Computer Networks, 223, 109605.
2. Al-Shorbaji, N., & Al-Shorbaji, N. (2021). Improving healthcare access through digital health: The use of information and communication technologies. Healthcare Access.
3. Balint, M. (1955). The doctor, his patient, and the illness. The Lancet, 265(6866), 683–688.
4. Bennett, P., & Murphy, S. (1997). Psychology and health promotion. Open University Press.
5. Berry, L. L., & Bendapudi, N. (2007). Health care: A fertile field for service research. Journal of Service Research, 10(2), 111–122.
6. Bickmore, T. W., Pfeifer, L. M., & Paasche-Orlow, M. K. (2013). Health document explanation by virtual agents. Patient Education and Counseling, 92(3), 315–320.
7. Bowen, G. A. (2009). Document analysis as a qualitative research method. Qualitative Research Journal, 9(2), 27–40.
8. British Medical Association. (2021). Ethics toolkit: The doctor–patient relationship. British Medical Association.

9. Celi, L. A., Cellini, J., Charpignon, M.-L., Dee, E. C., Dernoncourt, F., Eber, R., Mitchell, W. G., Moukheiber, L., Schirmer, J., Situ, J., & Paguio, J. (2022). Sources of bias in artificial intelligence that perpetuate healthcare disparities—A global review. PLOS Digital Health, 1(3), e0000022.
10. Chou, W. Y. S., Oh, A., & Klein, W. M. P. (2018). Addressing health-related misinformation on social media. JAMA, 320(23), 2417–2418.
11. Eze, N. D., Mateus, C., & Cravo Oliveira Hashiguchi, T. (2020). Telemedicine in the OECD: An umbrella review of clinical and cost-effectiveness, patient experience and implementation. PLOS ONE, 15(8).
12. Farhud, D. D., & Zokaei, S. (2021). Ethical issues of artificial intelligence in medicine and healthcare. Iranian Journal of Public Health, 50(Ek 1), i–v.
13. Ferguson, T., & Frydman, G. (2004). The first generation of e-patients. BMJ, 328(7449), 1148–1149.
14. Fitzgerald, M., Kruschwitz, N., Bonnet, D., & Welch, M. (2013). Embracing digital technology: A new strategic imperative. MIT Sloan Management Review.
15. French, J., & Adams, L. (1986). From analysis to synthesis: Theories of health education. Health Education Journal, 45(2), 71–73.
16. Green, J., & Tones, K. (2010). Health promotion: Planning and strategies (5. baskı). Sage Publications.
17. Harden, A., Peersman, G., Oliver, S., Mauthner, M., & Oakley, A. (1999). A systematic review of the effectiveness of health promotion interventions in the workplace. Occupational Medicine, 49(8), 540–548.
18. Häyrinen, K., Saranto, K., & Nykänen, P. (2008). Definition, structure, content, use and impacts of electronic health records: A review of the research literature. International Journal of Medical Informatics, 77(5), 291–304.
19. Hevelke, A., & Nida-Rümelin, J. (2015). Responsibility for crashes of autonomous vehicles: An ethical analysis. Science and Engineering Ethics, 21(3), 619–630.
20. Juhn, Y., & Liu, H. (2020). Artificial intelligence approaches using natural language processing to advance EHR-based clinical research. The Journal of Allergy and Clinical Immunology, 145(2), 463–469.
21. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.
22. Kimiafar, K., Sarbaz, M., Tabatabaei, S. M., Ghaddaripouri, K., Mousavi, A. S., & Mehneh, M. R. (2023). Artificial intelligence literacy among healthcare professionals and students: A systematic review. Frontiers in Health Informatics, 12, 168.
23. King, A. C., Bickmore, T. W., Campero, M. I., Pruitt, L. A., & Yin, J. L. (2013). Employing virtual advisors in preventive care for underserved communities: Results from the COMPASS study. Journal of Health Communication, 18(12), 1449–1464.
24. Kraus, S., Jones, P., Kailer, N., Weinmann, A., Chaparro-Banegas, N., & Roig-Tierno, N. (2021). Digital transformation: An overview of the current state of the art of research. SAGE Open, 11(3), 1–15.
25. Kreuter, M. W., & McClure, S. M. (2004). The role of culture in health communication. Annual Review of Public Health, 25, 439–455.
26. Krippendorff, K. (2018). Content analysis: An introduction to its methodology (4. baskı). Sage Publications.
27. Kumar, D., Mandal, N., & Kumar, Y. (2021). A novel approach for securing e-health application in a cloud environment. Machine learning, big data, and IoT for medical informatics içinde (ss. 349–364).
28. Lasswell, H. D. (2007). The structure and function of communication in society. İletişim Kuram ve Araştırma Dergisi, 24, 215–228. (Orijinal çalışmanın yayım tarihi 1948).
29. Lister-Sharpe, D., Chapman, S., Stewart-Brown, S., & Sowden, A. (1999). Health promoting schools and health promotion in schools: Two systematic reviews. Health Technology Assessment, 3(22).
30. Marks, D. F., Murray, M., Evans, B., & Willig, C. (2000). Health psychology: Theory, research and practice. Sage.
31. Marques, I. C. P., & Ferreira, J. J. M. (2019). Digital transformation in the area of health: Systematic review of 45 years of evolution. Health and Technology.
32. Martinez-Millana, A., Hartvigsen, G., & Traver Salcedo, V. (2022). Methods for app development in p-health. Personalized health systems for cardiovascular disease içinde (ss. 229–247).
33. McCormick, J. (1996). Medical hubris and the public health: The ethical dimension. Journal of Clinical Epidemiology, 49(6), 619–621.
34. McGuire, W. J. (1984). Public communication as a strategy for inducing health-promoting behavioral change. Preventive Medicine, 13, 299–319.
35. Mesko, B., Drobni, Z., Bényei, É., Gergely, B., & Győrffy, Z. (2017). Digital health is a cultural transformation of traditional healthcare. mHealth, 3, 38.
36. Moorhead, S. A., Hazlett, D. E., Harrison, L., Carroll, J. K., Irwin, A., & Hoving, C. (2013). A new dimension of health care: Systematic review of the uses, benefits, and limitations of social media for health communication. Journal of Medical Internet Research, 15(4), e85.
37. Murdoch, B. (2021). Privacy and artificial intelligence: Challenges for protecting health information in a new era. BMC Medical Ethics, 22, 122.
38. Naidoo, J., & Wills, J. (2016). Foundations for health promotion (4. baskı). Elsevier.
39. Neve, G., Fyfe, M., Hayhoe, B., & Kumar, S. (2020). Digital health in primary care: Risks and recommendations. British Journal of General Practice, 70(701), 609–610.
40. Norman, C. D., & Skinner, H. A. (2006). eHealth literacy: Essential skills for consumer health in a networked world. Journal of Medical Internet Research, 8(2), e9.
41. Pow, S., & Stanischnisch, F. W. (2016). Ludwig Edelstein (1902–1965): A German historian of medicine in North American exile and the emergence of the modern Hippocratic Oath. Journal of Medical Biography, 24(4), 527–537.
42. Price, W. N., & Cohen, I. G. (2019). Privacy in the age of medical big data. Nature Medicine, 25(1), 37–43.
43. Saeed, S. A., & Masters, R. M. (2021). Disparities in health care and the digital divide. Current Psychiatry Reports, 23(9), 61.
44. Schiavo, R. (2014). Health communication: From theory to practice (2. baskı). Jossey-Bass.
45. Schiavo, R. (2023). Lessons learned from three years of the pandemic: Implications for communication and equity. Journal of Communication in Healthcare, 16(1), 1–6.
46. Senbekov, M., Saliev, T., Bukeyeva, Z., Almabayeva, A., Zhanaliyeva, M., Tolegenova, N., Toishibekov, Y., & Fakhradiyev, I. (2020). The recent progress and applications of digital technologies in healthcare: A review. International Journal of Telemedicine and Applications, 2020, 1–18.
47. Sørensen, K., Van den Broucke, S., Fullam, J., Doyle, G., Pelikan, J., Slonska, Z., & Brand, H. (2012). Health literacy and public health: A systematic review and integration of definitions and models. BMC Public Health, 12, 80.
48. Szasz, T. S., & Hollender, M. H. (1956). A contribution to the philosophy of medicine: The basic models of the doctor–patient relationship. Archives of Internal Medicine, 97(5), 585–592.
49. Szasz, T. S., Knoff, W. F., & Hollender, M. D. (1958, 12–16 Mayıs). The doctor–patient relationship and its historical context [Bildiri]. The American Psychiatric Association 114. Yıllık Toplantısı, San Francisco, CA, ABD, 522–528.
50. Tan, T. F., Thirunavukarasu, A. J., Jin, L., Lim, J., Poh, S., Teo, Z. L., Ang, M., Chan, R. V. P., Ong, J., Turner, A., Karlström, J., Wong, T. Y., Stern, J., & Ting, D. S.-W. (2023). Artificial intelligence and digital health in global eye health: Opportunities and challenges. The Lancet Global Health, 11(9), e1432–e1443.
51. Tortorella, G. L., Fogliatto, F. S., Vergara, A. M. C., Vassolo, R., & Sawhney, R. (2019). Healthcare 4.0: Trends, challenges and research directions. Production Planning & Control.
52. Ventola, C. L. (2014). Social media and health care professionals: Benefits, risks, and best practices. Pharmacy and Therapeutics, 39(7), 491–520.
53. Weingott, S., & Parkinson, J. (2024). Integrating artificial intelligence and communication constructs to enhance health communications: A scoping review. Health Marketing Quarterly.
54. Wiljer, D., & Hakim, Z. (2019). Developing an artificial intelligence-enabled health care practice: Rewiring health care professions for better care. Journal of Medical Imaging and Radiation Sciences, 50(4), S8–S14.
55. World Health Organization. (1986). Ottawa charter for health promotion. World Health Organization.
56. World Health Organization. (2024). Infodemic management: Protecting people from harmful health information in emergencies. WHO Regional Office for Europe.
57. Yıldırım, A., & Şimşek, H. (2018). Sosyal bilimlerde nitel araştırma yöntemleri (11. baskı). Seçkin Yayıncılık.