Optimizing Social Media Marketing Strategy of Healthcare Industry in the Era of AI: The Case of CVS Health

El Meghyty Ahmed
Hubei University of Technology China, Wuhan, China
DOI – http://doi.org/10.37502/IJSMR.2025.8517

Abstract

The rise of artificial intelligence (AI) in digital marketing has transformed how businesses interact with customers, especially in the healthcare retail industry. This study investigates the use of AI-driven social media marketing techniques at CVS Health, with an emphasis on their efficacy in increasing customer interaction, optimizing marketing strategies, and improving operational efficiency. CVS Health has greatly improved its social media presence through the use of AI-driven content development, predictive analytics, and automated consumer interactions. However, the report also emphasizes the associated issues, such as misinformation, algorithmic prejudice, data privacy concerns, and ethical dilemmas related to hyper-targeted advertising.

This study is useful for firms, policymakers, and scientists who want to understand how AI can be appropriately used in social media marketing. Future study directions include empirical investigations on consumer interactions with AI-driven campaigns, cross-industry comparisons, and long-term studies on the influence of AI marketing on brand loyalty and customer trust.

Keywords: Artificial Intelligence, Social Media Marketing, AI-Driven Marketing, Healthcare Marketing

References

  • Chatterjee, Julia Lynn Parra and Suparna, 2024. Social Media and Artificial Intelligence: Critical Conversations and Where Do We Go from Here? Education Sciences.
  • Mckinsey, 2020. Transforming healthcare with AI The impact on the workforce and organisations. Eit Health.
  • Larry Dignan, 2023. CVS Health’s transformation rides on data, AI and customer experiences. Constellation Insights.
  • Vidhya, Somasekhar Donthu , Lavanya Veeran, Sai Lakshmi, Dr. Babita Yadav, 2023. The Intersection of AI and Consumer Behavior: Predective Models in Modern Marketing. Remittance Review. ResearchGate.
  • Edin Smailhodzic, Wyanda Hooijsma, Albert Boonstra and David J. Langley, 2016. Social media use in healthcare: A systematic review of effects on patients and on their relationship with healthcare professionals. BMC Health Services Research.
  • Elsir Ali Saad Mohamed, Murtada Elbashir Osman and Badur Algasim Mohamed, 2023. The Impact of Artificial Intelligence on Social Media Content. Journal of Social Sciences.
  • Erick Kauffmann, Jesús Peral, David Gil, Antonio Ferrández , Ricardo Sellers and Higinio Mora, 2019. Managing Marketing Decision-Making with Sentiment Analysis: An Evaluation of the Main Product Features Using Text Data Mining. Sustainability.
  • Jawad Tauheed, Aumir Shabbir, Muhammad Shahid Pervez, 2024. Exploring the Role of Artificial Intelligence in Digital Marketing Strategies. ResearchGate.
  • Junhan Chen, Yuan Wang, 2021. Social Media Use for Health Purposes: Systematic Review. Journal of Medical Internet Research.
  • Lushun Jiang, Zhe Wu, Xiaolan Xu, Yaqiong Zhan, Xuehang Jin, Li Wang and Yunqing Qiu, 2021. Opportunities and challenges of artificial intelligence in the medical field: current application, emerging problems, and problem-solving strategies. Journal of International Medical Research.
  • Marjolijn L. Antheunis, Kiek Tates, Theodoor E. Nieboer, 2023. Patients and health professionals use of social media in health care: Motives, barriers and expectations. Elsevier.
  • Shawmoon Azad, Shadman Sakib Khan, Rezwan Hossain, Raiyan Rahman, Sifat Momen, 2023. Predictive modeling of consumer purchase behavior on social media: Integrating theory of planned behavior and machine learning for actionable insights. PLOS ONE.
  • Molly Bekbolatova, Jonathan Mayer, Chi Wei Ong and Milan Toma, 2024. Transformative Potential of AI in Healthcare: Definitions, Applications, and Navigating the Ethical Landscape and Public Perspectives. Healthcare.
  • Priya N. Rakate, Nilambari A. Jagtap, 2024. Effectiveness of Social Media as a Marketing Tool. Journal of the Maharaja Sayajirao University of Baroda.
  • Ricky Leung, 2023. Using AI–ML to Augment the Capabilities of Social Media for Telehealth and Remote Patient Monitoring. Healthcare.
  • Santizo Aylin, 2023. How CVS Health Creates Competitive Advantage through Global Supply Chains. Journal of Global Awareness.
  • Anita Gupta, Mukta Tyagi and Deepshikha Sharma, 2013. Use of Social Media Marketing in Healthcare. Journal of Health Management.
  • Mohammed Yousef Shaheen, 2021. Applications of Artificial Intelligence (AI) in healthcare: A review. Creative Commons Attribution License.
  • Shuroug A. Alowais, Sahar S. Alghamdi, Nada Alsuhebany, 2023. Revolutionizing healthcare: the role of artificial intelligence in clinical practice. BMC Medical Education.
  • Silvana Secinaro, Davide Calandra, Aurelio Secinaro, Vivek Muthurangu and Paolo Biancone, 2021. The role of artificial intelligence in healthcare: a structured literature review. BMC Medical Information and Decision Making.
  • Katherine Taken Smith, 2017. Hospital Marketing and Communications Via Social Media. Services Marketing Quarterly.
  • Tasin Islam, Alina Miron, Monomita Nandy, Jyoti Choudrie, Xiaohui Liu and Yongmin Li, 2024. Transforming Digital Marketing with Generative AI. Computers.
  • Zeeshan Ahmed, Khalid Mohamed, Saman Zeeshan and XinQi Dong, 2020. Artificial intelligence with multi-functional machine learning platform development for better healthcare and precision medicine. The Journal of Biological Databases and Curation.
  • George Sun and Yi-Hui Zhou, 2023. AI in healthcare: navigating opportunities and challenges in digital communication. Frontiers.
  • Johnson, Eric J., John Hershey, Jacqueline Meszaros, and Howard Kunreuther (1993), “Framing, Probability Distortions, and Insurance Decisions,” Journal of Risk and Uncertainty, 7 (1), 35–51.