Evidence-Based Analysis of Digital Marketing in Algeria’s Healthcare Sector: Challenges and Policy Implications

Abstract

Digital healthcare communication is increasingly mediated by data-driven systems that shape how patients seek information, choose providers and interact with care. Algeria’s rapid digital expansion, an estimated 36.2 million internet users (≈76.9% penetration) in early 2025, presents significant opportunities for health promotion, patient engagement and telemedicine, while simultaneously exposing regulatory and governance gaps. This analytical study (narrative review + policy scan; 2020-2025) synthesises global, MENA-regional and Algeria-specific evidence to map systemic challenges relevant to policy and governance. Using PESTLE and Porter’s Five Forces frameworks, the paper identifies key risks, regulatory ambiguity, uneven access, low health literacy, misinformation flows and limited monitoring capacity and draws out their implications for data governance and regulatory design. The study proposes prioritised, data-guided policy options and practical implementation steps and supplies operational tools for decision-makers: a PESTLE matrix, a Five Forces assessment, a risk matrix and a privacy-preserving KPI dashboard intended to support accountable, evidence-based governance of digital healthcare communication in Algeria.