Artificial Intelligence in the Healthcare Market

Katarzyna Szalonka – University of Wrocław, a consultant and a member of the working team for the Ministry of Health for the pilot implementation of pharmaceutical care. Professor at the University of Wrocław, Katarzyna Szalonka, PhD, has been employed at universities in Poland since 2000. She deals with marketing in healthcare mainly in the pharmaceutical market. She publishes books and papers on pharmaceutical care, marketing in commerce, and health-promoting behaviour. She specializes in issues related to healthcare, innovations in the health sector, and pharmaceutical care and she organizes periodic conferences on pro-healthy lifestyles. She was a member of the teams at the Ministry of Health for the pilot implementation of pharmaceutical care.Wioletta Nowak is Assistant Professor at the Institute of Economic Sciences at the University of Wrocław. She specialises in developmental economics. She has been co-organising international conferences on health and lifestyle for 12 years. Author of numerous publications in renowned international publishing houses. Tomasz Wiśniewski – he has been employed as a professor at the University of Szczecin since 2009. He specializes in economics, finance and management. Author of numerous books and articles on economic analysis, enterprise valuation, financial management, capital market and management in healthcare and local government companies. Organizer and participant of many conferences in the field of economics and finance, including healthcare. Consultant in the field of enterprise valuation, valuation of intangible assets, economic and financial analysis, strategic management and restructuring of enterprises. In the years 2015-2020 a member of the supervisory board of the Polish National Health Fund. He teaches undergraduate, postgraduate and MBA students, as well as courses for practitioners.Krzysztof Błoński – he has been employed as a professor at the University of Szczecin since 2022. His research interests focus on consumption and consumer behaviour, customer satisfaction (with particular emphasis on the satisfaction of recipients of services provided by local government units), quality of life assessment (including quality of life in the workplace), and the use of quantitative, qualitative and mixed approaches in the areas of management, marketing and consumer behaviour. Organizer and participant of many conferences in the field of management, marketing, customer behaviour, quality of life and marketing research. Jolanta Blicharz, Professor of Law – works in the Department of Administrative Law at the Faculty of Law, Administration and Economics of the University of Wrocław. She specialises in public and non-governmental sector issues, as well as the social economy sector. Author and co-author of monographs, e.g., Legal protection against social exclusion; Legal possibility of supporting the education system in the sphere of school education by non-governmental organisations; Globalism and personalism in public administration; Foundations. Selected issues; Smart cities and artificial intelligence; Theoretical and legal aspects of education as a public good in the context of privatisation tendencies and marketisation of education; Selected theoretical and legal aspects. Konrad Żak – Pope John Paul II State Academy in Biała Podlaska, PhD in economics in management science, Master of Law, academic teacher, owner of Pharma Consulting, a consulting company dealing with the optimisation of business activities, design, and implementation of marketing strategies and sales management on the pharmaceutical market. Author of many scientific publications about AI in medicine and pharmacy, pharmaceutical management, and marketing, as well as technical and technological support for the service provision process. Expert on the pharmacy market in many expert groups. Pharmaceutical and pharmacy marketing specialist cooperating with many groups of pharmacies and individual pharmacies in developing, implementing, and measuring the effectiveness of marketing strategies, planning, and organising the sales process, communication with customers, conducting marketing research, including satisfaction, loyalty, and customer service quality surveys.Adrianna Szalonka – An expert in clinical trials and public health, associated with the Medical University of Wrocław and the Alfred Sokołowski Specialist Hospital in Wałbrzych, where she is a representative for research processes. She combines scientific and administrative experience in the implementation of research projects financed by public funds, including by the Medical Research Agency. She graduated in law and public health, as well as postgraduate studies in clinical trials, personal data protection, and project management. She specialises in the analysis of legal and organisational aspects of the implementation of innovative technologies in healthcare, with particular emphasis on AI and e-health. In her publications and research projects, she addresses the subject of data security, systemic responsibility, and access to modern medical services for seniors. She is an intern at the Ministry of Health, participant in international research projects in innovation in healthcare.

• Acknowledgements. About the Authors. AI Disclaimer. Introduction. Chapter 1. Unmet Needs in the Health Services Market. Chapter 2. E-Health Tools from the Patient’s Perspective: Usability, Challenges, and Trust. Chapter 3. Artificial Intelligence in the Healthcare Market. Chapter 4. AI in Pharmaceutical Services and Pharmaceutical Care. Chapter 5. The Development of AI in Healthcare: Legal Challenges. Conclusion