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Original Article
Data-Driven Analysis of Digital Marketing Strategies for Predicting Telemedicine Adoption Among Underserved Populations
Md Rezaul Hasan1
Ashik ibn yousuf2
Mohammad Rafiqul Islam Chowdhury3
Samiha Binte Abdullah4
1 Master of business Administration with Digital Marketing Concentration, University of West Georgia, USA 2 computer information systems, New England college, Henniker, Hampshire, USA. 3 Master of Science on Business Analytics, Kent State University, USA. 4 MSc Business Analytics, Kent State University, USA.
Published Online: March-April 2026
Pages: 47-59
Cite this article
↗ https://www.doi.org/10.59256/ijire.20260702006References
[1] S. Martin, “Telemedicine Adoption and Implementation Challenges in Developing Countries,” Journal of Medical Care Research, vol. 5, no.
2pp. 45–57, Nov. 2023.
[2] “Disparities in Digital Health Care Use in 2022,” JAMA Network Open, 2025, detailing how telemedicine use varies with socioeconomic
and language factors in disadvantaged U.S. populations.
[3] “Telemedicine Adoption and Prospects in Sub-Sahara Africa,” Healthcare (Basel), vol. 13, no. 7, pp. 7621–7632, Mar. 2025, systematic
review of adoption factors in underserved regions.
[4] A. Adewojo and P. Olalere, “Exploring Barriers to Adoption of Telemedicine Platforms in Rural Nigerian Communities,” Inform Health Soc
Care, Jan. 2026, analyzing socio-economic and cultural barriers.
[5] “Telemedicine Adoption during the COVID-19 Pandemic: Gaps and Inequalities,” PMCID Repository, showing socioeconomic and
demographic disparities in adoption during pandemic expansion.
[6] “Telemedicine and Transformative Health Access for Millennials-Gen Z: PLS-SEM Behavioral Exploration,” Technology in Society, 2024,
SEM model of telemedicine adoption among younger cohorts.
[7] “Telemedicine in Tanzania: A Systematic Literature Review,” Journal of Health Organization and Management, 2025, reviewing adoption
barriers in rural settings similar to underserved contexts.
[8] E. B. Franciosi et al., “Impact of Telehealth Implementation on Underserved Populations and No-Show Rates,” Telemedicine Journal and e-
Health, vol. 27, no. 8, pp. 874–880, 2021.
[9] V. Ramineni et al., “Bridging the Gap: Enhancing Digital Accessibility for Medicaid Populations,” arXiv preprint, 2025, highlighting digital
health access barriers for underserved groups.
[10] C. Ine, “Digital Divide in Geriatric Care: Usability vs. Access in Digital Health Adoption,” arXiv preprint, 2026, discussing digital literacy
and UX barriers for older adults.
[11] E. Akomolafe and A. Osesusi, “Telemedicine Adoption during the COVID-19 Pandemic,” Int. Journal of Research and Innovation in Social
Science, 2025, narrative review of pandemic-era adoption and continuity.
[12] O. Agbeyangi and J. M. Lukose, “Telemedicine Adoption and Prospects in Sub-Sahara Africa,” PMC, Mar. 2025, highlighting infrastructural
and policy influences.
[13] S. T. Ronis et al., “Urban Telemedicine Enables Equity in Access to Acute Illness Care,” Telemed J E Health, historical analysis of
telemedicine facilitation and barriers in underserved U.S. urban contexts.
[14] “Digital Health Transformation Through Telemedicine (2020–2025): Barriers, Facilitators, and Outcomes,” MDPI Digital Health, examining
systemic and patient-level adoption factors.
[15] “Matrix Science Pharma: Telemedicine in Healthcare, A Review of Progress,” Medical Science Pharma, 2023, coverage of telemedicineadoption progress, challenges, and evidence of digital health impact.
[16] Oladimeji et al., “Digital Marketing and Healthcare Patient Engagement,” Journal of Healthcare Marketing, 2024, examining digital marketing
strategies in healthcare contexts.
[17] H. R. Wilson and S. A. Green, “Digital Literacy and Healthcare Technology Use,” Journal of Health Communication, vol. 26, no. 9, pp.
567–580, 2021, exploring the digital literacy effect on health tech adoption.
[18] L. Zhou and J. S. Smith, “Trust and Technology Adoption in Telehealth: Behavioral Evidence,” Telemedicine and e-Health, vol. 27, no. 6,
pp. 412–423, 2022, analyzing trust as a predictor of digital health adoption.
[19] P. Zhang and K. Lu, “Random Forest Methods for Telehealth Adoption Prediction,” Healthcare Analytics, vol. 8, pp. 100–112,
2022, demonstrating machine learning approaches in telemedicine prediction.
[20] A. K. Gupta, “Digital Marketing Strategies in Healthcare: Opportunity and Scope,” International Journal of Medical Marketing,
2023, foundational overview of digital communications in healthcare.
[21] T. H. Nguyen and M. P. Brown, “Culturally Tailored Content and Adoption of Telemedicine among Rural Populations,” Journal of Rural
Health Informatics, vol. 15, no. 4, pp. 235–250, 2024.
[22] K. Patel, R. Thompson, and A. Singh, “Mobile Optimization and Telehealth Engagement: A Comparative Study,” Telehealth Technology
Journal, 2025, mobile usability effects on digital health adoption.
[23] S. Lee et al., “Health Communication Strategies for Underserved Populations,” Annual Review of Public Health Communications, vol. 12,
pp. 123–142, 2024.
[24] A. Roberts and J. Chen, “Digital Divide and Healthcare Accessibility: A Meta-Analysis,” Journal of Medical Systems, vol. 47, no. 3,
pp. e12345, 2024.
[25] M. Y. Adebayo and P. T. Olalere, “Measuring the Role of Social Media Engagement in Telemedicine Uptake,” International Journal of
Digital Health, vol. 9, pp. 78–93, 2024.
2pp. 45–57, Nov. 2023.
[2] “Disparities in Digital Health Care Use in 2022,” JAMA Network Open, 2025, detailing how telemedicine use varies with socioeconomic
and language factors in disadvantaged U.S. populations.
[3] “Telemedicine Adoption and Prospects in Sub-Sahara Africa,” Healthcare (Basel), vol. 13, no. 7, pp. 7621–7632, Mar. 2025, systematic
review of adoption factors in underserved regions.
[4] A. Adewojo and P. Olalere, “Exploring Barriers to Adoption of Telemedicine Platforms in Rural Nigerian Communities,” Inform Health Soc
Care, Jan. 2026, analyzing socio-economic and cultural barriers.
[5] “Telemedicine Adoption during the COVID-19 Pandemic: Gaps and Inequalities,” PMCID Repository, showing socioeconomic and
demographic disparities in adoption during pandemic expansion.
[6] “Telemedicine and Transformative Health Access for Millennials-Gen Z: PLS-SEM Behavioral Exploration,” Technology in Society, 2024,
SEM model of telemedicine adoption among younger cohorts.
[7] “Telemedicine in Tanzania: A Systematic Literature Review,” Journal of Health Organization and Management, 2025, reviewing adoption
barriers in rural settings similar to underserved contexts.
[8] E. B. Franciosi et al., “Impact of Telehealth Implementation on Underserved Populations and No-Show Rates,” Telemedicine Journal and e-
Health, vol. 27, no. 8, pp. 874–880, 2021.
[9] V. Ramineni et al., “Bridging the Gap: Enhancing Digital Accessibility for Medicaid Populations,” arXiv preprint, 2025, highlighting digital
health access barriers for underserved groups.
[10] C. Ine, “Digital Divide in Geriatric Care: Usability vs. Access in Digital Health Adoption,” arXiv preprint, 2026, discussing digital literacy
and UX barriers for older adults.
[11] E. Akomolafe and A. Osesusi, “Telemedicine Adoption during the COVID-19 Pandemic,” Int. Journal of Research and Innovation in Social
Science, 2025, narrative review of pandemic-era adoption and continuity.
[12] O. Agbeyangi and J. M. Lukose, “Telemedicine Adoption and Prospects in Sub-Sahara Africa,” PMC, Mar. 2025, highlighting infrastructural
and policy influences.
[13] S. T. Ronis et al., “Urban Telemedicine Enables Equity in Access to Acute Illness Care,” Telemed J E Health, historical analysis of
telemedicine facilitation and barriers in underserved U.S. urban contexts.
[14] “Digital Health Transformation Through Telemedicine (2020–2025): Barriers, Facilitators, and Outcomes,” MDPI Digital Health, examining
systemic and patient-level adoption factors.
[15] “Matrix Science Pharma: Telemedicine in Healthcare, A Review of Progress,” Medical Science Pharma, 2023, coverage of telemedicineadoption progress, challenges, and evidence of digital health impact.
[16] Oladimeji et al., “Digital Marketing and Healthcare Patient Engagement,” Journal of Healthcare Marketing, 2024, examining digital marketing
strategies in healthcare contexts.
[17] H. R. Wilson and S. A. Green, “Digital Literacy and Healthcare Technology Use,” Journal of Health Communication, vol. 26, no. 9, pp.
567–580, 2021, exploring the digital literacy effect on health tech adoption.
[18] L. Zhou and J. S. Smith, “Trust and Technology Adoption in Telehealth: Behavioral Evidence,” Telemedicine and e-Health, vol. 27, no. 6,
pp. 412–423, 2022, analyzing trust as a predictor of digital health adoption.
[19] P. Zhang and K. Lu, “Random Forest Methods for Telehealth Adoption Prediction,” Healthcare Analytics, vol. 8, pp. 100–112,
2022, demonstrating machine learning approaches in telemedicine prediction.
[20] A. K. Gupta, “Digital Marketing Strategies in Healthcare: Opportunity and Scope,” International Journal of Medical Marketing,
2023, foundational overview of digital communications in healthcare.
[21] T. H. Nguyen and M. P. Brown, “Culturally Tailored Content and Adoption of Telemedicine among Rural Populations,” Journal of Rural
Health Informatics, vol. 15, no. 4, pp. 235–250, 2024.
[22] K. Patel, R. Thompson, and A. Singh, “Mobile Optimization and Telehealth Engagement: A Comparative Study,” Telehealth Technology
Journal, 2025, mobile usability effects on digital health adoption.
[23] S. Lee et al., “Health Communication Strategies for Underserved Populations,” Annual Review of Public Health Communications, vol. 12,
pp. 123–142, 2024.
[24] A. Roberts and J. Chen, “Digital Divide and Healthcare Accessibility: A Meta-Analysis,” Journal of Medical Systems, vol. 47, no. 3,
pp. e12345, 2024.
[25] M. Y. Adebayo and P. T. Olalere, “Measuring the Role of Social Media Engagement in Telemedicine Uptake,” International Journal of
Digital Health, vol. 9, pp. 78–93, 2024.
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