AI in Health Tourism Advertising

Artificial Intelligence Mean in Health Tourism?

The AI capabilities of ChatGPT, which have surprised the world, have turned artificial intelligence into one of the most heavily invested fields in history. Growing global interest in AI is directly impacting not only technology companies, but also advertising agencies, media planning firms, PR, and communication service providers.

From text generation and brainstorming to visual and video production, AI tools are now actively used across a wide spectrum. Health tourism—one of the sectors that relies most heavily on advertising, promotion, and media services—is also trying to adapt to this transformation.

So what does artificial intelligence really mean for health tourism? And in which areas will it make the greatest impact?

1. Content Creation

AI tools are now widely used in visual and video content production. At MediClick, we generate a significant portion of the visuals on our website with AI support, and the same approach is frequently used in social media communication.

However, producing visuals or videos with AI does not automatically mean producing high-quality content. Creativity remains the decisive factor. The goal should not simply be to replace stock images with royalty-free visuals, but to communicate an idea, a message, and an emotion through the right composition.

Otherwise, AI-generated visuals that are inconsistent, identity-less, or detached from context can harm brand perception rather than add value. Just as a race car only reaches its true performance in the hands of an experienced driver, AI delivers real value only when guided by creatives with communication experience, strong visual skills, and compositional sensibility.

2. Media Optimization

A/B testing has long been a core method of digital experience design. However, with the integration of AI, this approach has largely lost its traditional meaning. At its simplest, A/B testing involves comparing two alternatives. In the past, producing variations required significant effort, so testing two options was considered sufficiently sophisticated.

Today, AI tools make it possible to generate and test hundreds—or even thousands—of alternatives simultaneously. As variation production becomes effortless, the very concept of A/B testing becomes inadequate.

AI can generate excessive variations, but even small performance gains extracted from these tests can significantly increase overall campaign impact. Experiments in e-commerce environments show that AI-powered content and media optimization can move some brands from loss to profitability.

Media optimization tools improve efficiency across many dimensions: matching campaigns with the right audiences, publishing at more effective time slots, optimizing CPC and CPM values, and adapting content by channel. In a sector like health tourism—where budgets are high and decision-making is highly sensitive—this difference becomes even more pronounced.

3. Chatbot ve AI Asistance

AI tools like ChatGPT can be integrated into websites to provide fast and uninterrupted responses. Through structured data pools, users can access the information they need via chatbots instead of getting lost between pages.

However, health tourism differs fundamentally from other purchasing processes. When aesthetic, surgical, or medical decisions are involved, the artificial feel of chatbot interactions can push some users away rather than bring them closer. Ultimately, patients seek access to a doctor or healthcare professional they can trust.

For this reason, the critical point in chatbot usage is not to fully replace the process with AI, but to activate AI at the right moments to strengthen human interaction. If the emotional impact of chatbots is poorly managed, efficiency gains may turn into trust loss.

4. CRM Automation

AI automates many CRM processes that were previously handled manually. Newsletter distribution, push notifications, SMS campaigns, personalized offers, and survey management can now be managed by AI-powered agents.

These rule-based systems enable operations that once required large teams to be executed with far fewer resources. Especially in health tourism—where high volumes of patient inquiries arrive from multiple countries—CRM automation provides a major operational advantage.

5. Experience Measurement

Experience measurement is essential for designing an effective patient journey, yet AI’s potential in this area remains underutilized.

At its core, experience measurement involves collecting large datasets from all patient touchpoints and converting them into actionable insights. AI can process this data to identify friction points and generate macro- and micro-level insights.

In effect, AI performs the analyses humans conduct with analytics tools—but across much larger datasets and with greater completeness. When experiences are improved based on these measurements, not only patient satisfaction increases, but overall operational efficiency improves as well.

6. Personalization

Personalization has been used in e-commerce for over a decade, initially appearing as recommendation engines and later evolving into fully personalized interfaces.

With advancements in AI, personalization has become critical for health tourism communication as well. While the sector in Türkiye has not yet fully institutionalized these tools, personalization will be one of the areas that most significantly improves efficiency in the near future.

Advertising platforms can analyze many user signals even before a site visit. For example, it can often be predicted whether a user is interested in aesthetic surgery or dental treatment. AI-powered personalization systems can shape homepage layouts based on these interests.

This matters because the faster users find what they are looking for, the better their experience—and the lower the risk of drop-off.

Personalization can also be applied based on cultural differences. Communication styles and expectations differ significantly between European patients and those from the Arab region. Most systems attempt to address this solely through language selection. AI-powered personalization, however, can detect language and geographic context to deliver culturally aligned messaging and richer experiences. Personalization can be applied across all of the following areas:

• Language

• Key visuals

• Interface design

• Patient imagery

• Doctor imagery

• Operational visuals (some images may be culturally sensitive)

• Patient testimonials

• Service packages
  

7. Internal Communication

AI plays an important role not only on the customer-facing side, but also in internal operations. Chatbot-like AI tools can be actively used in reporting, presentation preparation, and data extraction processes.

In organizations with large data pools, producing meaningful datasets can be time-consuming. AI can analyze these datasets and deliver required information or visuals within seconds.

8. SEO

SEO quality does more than ensure proper indexing and high rankings—it directly affects advertising performance across digital platforms.

Websites built with strong SEO foundations typically achieve lower cost-per-reach metrics. Conversely, sites with infrastructural weaknesses are indirectly penalized by platforms like Google and must pay higher advertising costs for the same reach.

AI-powered SEO tools provide significant guidance in building this infrastructure. Tools like Ahrefs analyze a site’s technical and content health and present clear roadmaps. Surfer and NeuronWriter help produce balanced, intent-driven, and natural content.

However, no matter how strong the infrastructure is, SEO alone is no longer sufficient. Today, Google evaluates not only technical maturity but also a brand’s digital footprint—how the brand is perceived by real users.

Signals such as traffic quality, time spent on pages, user interactions, digital visibility, and presence in authoritative sources are evaluated together. Over time, these factors have become even more decisive than traditional SEO efforts.

In fact, brands with strong awareness and reputation can rank highly even without intensive SEO work. Therefore, brands seeking real SEO value must invest not only in technical optimization, but also in reputation management and content quality.