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

Yazarlar:
Nazym Karagulkyzy Yeliz Kuşay
DOI: 10.58239/tamde.2026.01.003.x
Sayfalar: 39-63
Yayınlandı: 31.05.2026
Görüntülenme: 2
Makale Türü: Araştırma Makalesi
Makale Dili: Türkçe
Sayı 5/1
Cilt 5, Sayı 1

2026

Tüm Makaleleri Görüntüle

Özet

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.

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