Challenges and Adaptation in Managing Alternative Medicine Business in Digital Era

Abstract

This academic consists purposes to explore the challenges and adaptations in managing alternative medicine businesses in the digital age, where information and communication technologies (ICT) play a pivotal role in transforming healthcare delivery systems. Technologies such as Artificial Intelligence (AI), Big Data, and Digital Health enhance service efficiency; however, alternative medicine businesses still face obstacles in adapting to digital innovations, managing patient data, and building consumer trust. Although Thailand has integrated alternative medicine into its public health system, limitations in human resources, technology, and regulatory frameworks remain significant challenges. This study suggests that alternative medicine businesses should develop technology alongside medical standards by investing in AI and data analytics personnel, as well as aligning educational curricula with labor market demands. Furthermore, fostering an innovation-driven economy through collaborations with startups and technology companies can support sustainable business growth. The transition to Value-Based Healthcare requires robust technological infrastructure, standardized health data protocols, and cybersecurity measures. Businesses must prioritize data accuracy, leverage AI for personalized marketing, and comply with legal regulations to establish credibility. Additionally, transparent and secure patient data management, coupled with continuous monitoring and evaluation, is essential to ensure competitiveness and resilience in an rapidly evolving digital landscape.