Knowledge Based Systems in Digital Healthcare Marketing for Improved Patient Engagement

The article considers the role of an integrated knowledge-based system in relation to the provision of patient-centered healthcare solutions. The properties of the knowledge systems and the main requirements for their implementation are determined. The purpose of the study is to consider the potential impact of an intelligent framework in relation to improving patient engagement, to analyze its critical role and capabilities for improving the efficiency and accessibility of healthcare services. The interactions between patients and providers of healthcare services in the context of the adoption of knowledge-based systems are analyzed. A retrospective of the evolution of digital healthcare marketing tools is conducted, and the proposals of intelligent frameworks in the healthcare marketing market at present are analyzed, the features of personalized care delivery are highlighted. To determine the requirements for building effective knowledge-based systems in digital healthcare marketing, the experience of using AI-driven tools in healthcare communication and related areas, and the necessity of organizing a single platform for healthcare entities were analyzed. The properties of knowledge-based systems are also inherent in AI-driven personalization tools, with some of the latter's advanced analytical capabilities. The basis of these frameworks should be a modular system with the following core features: support for predictive analytics, interoperability, adaptability, scalability, comprehensive data completeness, the ability to work on different platforms, and secure data exchange. The architecture of the knowledge-based system should support three layers: the data processing level, the analytics level, and the user interaction level. The transition to intelligent frameworks will lead to the fact that personalized marketing strategies can be applied to enhancing patient engagement in the healthcare sector.