Transforming Healthcare Marketing Through AI-Driven Digital Strategies: Evidence from Lifespring Bangladesh

Abstract

Lifespring Consultancy Ltd. is a community-based health organisation in Bangladesh. It began its journey in 2017 with the goal to redefine mental health care. Today, it serves people suffering from both physical and mental disorders. From the start, it depended on digital marketing rather than conventional media. In early 2024, it added artificial intelligence (AI) to its marketing work. This case study examines how Lifespring transforms its healthcare marketing through AI-driven digital strategies. It draws on a semi-structured interview with the organisation’s Digital Marketing Consultant. The analysis applies Rogers’ Diffusion of Innovations (DOI) theory and the Technology-Organisation-Environment (TOE) framework. The findings reveal a management-led adoption process. They also reveal early staff resistance, followed by steady acceptance. Lifespring uses AI mainly for copywriting, research, communication, and video creation. AI now shapes about one-third of its content. The team relies on two tools: OpenAI’s ChatGPT and Anthropic’s Claude. A two-month AI chatbot pilot exposed a clear language gap in Bangla. The organisation also faces growing “AI content fatigue” among its audiences. The case offers practical lessons for healthcare marketers in developing economies. It shows that AI adds value when it supports human judgment rather than replacing it. It also shows the worth of a staged, tested approach to adoption. Future research could measure the effect of AI marketing on patient engagement, trust, and access.