TITLE:
Algorithmic Fairness and Internet of Things (IoT)-Based Personalization in Artificial Intelligence-Driven Healthcare Marketing: Implications for Patient Experience and Choice
AUTHORS:
Turgut Coşkun, Anıl Çetin, Murat Başal
KEYWORDS:
Artificial Intelligence, Algorithmic Justice, Internet of Things (IoT), Healthcare Marketing, Personalization, Patient Experience, Patient Selection
JOURNAL NAME:
Open Journal of Applied Sciences,
Vol.16 No.4,
April
22,
2026
ABSTRACT: With the acceleration of digital transformation, the integration of artificial intelligence (AI) and Internet of Things (IoT) systems into marketing processes within the healthcare sector is increasing. While this transformation offers significant opportunities to personalize healthcare services, enhance the patient experience, and align with patient preferences, it also raises critical issues such as algorithmic fairness, data privacy, and ethical risks. In particular, AI-powered marketing algorithms that provide personalized health recommendations by analyzing patient data can improve patient satisfaction and adherence to services. However, algorithmic biases, the risk of discrimination, and the lack of transparency in decision-making mechanisms present significant challenges. This project aims to examine the effects of algorithmic fairness and IoT-based personalization on patient experience and choice in AI-driven marketing within the healthcare sector. The research analyzes the role of AI-powered marketing applications in shaping patient perception, trust, satisfaction, and preference behaviors, while also addressing the moderating effect of algorithmic fairness in these relationships. The findings are expected to contribute to the development of ethical, fair, and patient-centered digital health marketing strategies.