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Conceptual Model for the Integration of Marketing Strategies and Biomedical Innovation in Patient-Centered Care:
Atantra Das Gupta1, Yashpal Yadav2
1Department of Biomedical Engineering, Nims University Rajasthan, NH-11C Delhi-Jaipur Highway, Jaipur, 303121, India, 91 7412077144.
JMIR Biomedical Engineering
|January 6, 2026
Summary
The patient as an organization (PAO) model enhances patient engagement through digital health tools and marketing strategies. However, empirical evidence is limited, and ethical considerations like digital inequality must be addressed for equitable implementation.
Area of Science:
- Digital Health and Health Marketing
- Biomedical Innovation and Patient Engagement
- Organizational Behavior in Healthcare
Background:
- The integration of biomedical technology and digital marketing is transforming patient engagement in healthcare.
- The patient as an organization (PAO) model promotes active patient participation using digital tools like wearables, mHealth apps, and AI.
- Healthcare marketing strategies are increasingly leveraged to support the PAO model.
Purpose of the Study:
- To examine the practical evolution of the patient as an organization (PAO) model.
- To identify opportunities and challenges at the intersection of biomedical innovation and marketing in patient care.
- To understand how digital technologies influence patient engagement and decision-making.
Main Methods:
- A scoping review of literature from 2014-2024 across major academic databases (Scopus, Web of Science, PubMed, Google Scholar).
- Inclusion of studies examining biomedical technologies, marketing strategies, and organizational behavior models.
- Qualitative analysis of 18 semi-structured interviews with patients, healthcare professionals, and technologists using thematic analysis.
Main Results:
- Analysis of 45 studies revealed that AI personalization, biosensors, and remote monitoring combined with marketing strategies can enhance patient autonomy and engagement.
- Limited empirical evaluation exists, particularly concerning ethical risks and digital inequality.
- Qualitative findings highlighted patients adopting organizational behaviors (self-monitoring, data management) and identified key themes: autonomous digital actors, digital health ecosystems, inequities, trust, and blended care.
Conclusions:
- The patient as an organization (PAO) model demonstrates significant potential for personalized and engaging healthcare experiences.
- Current literature is dominated by conceptual models, lacking substantial empirical support.
- Developing safeguards for PAO models is crucial as digital technologies become more integrated into healthcare practices.
Keywords:
AI in health careCRMbiomedical technologycustomer relationship managementdigital healthhealth marketingpatient engagementwearablesMore Related Videos
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