State of art and future research directions for marketing technologies in healthcare

IF 12.9 1区管理学 Q1 BUSINESS

Technological Forecasting and Social Change Pub Date : 2025-06-04 DOI:10.1016/j.techfore.2025.124226

Johana Hajdini , Stefano Za , Lea Iaia

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Abstract

This study synthesizes the body of knowledge on marketing technologies for healthcare with the aim to explore the different perspectives of extant research into a comprehensive multidisciplinary approach. We arranged the bibliometric analysis of 334 articles in two steps, the descriptive and conceptual structure analysis respectively. The former includes the analysis of the publications trend, most relevant journals, most productive countries and authors, and citations. The conceptual structure analysis on the other hand focuses on the most used keywords, developing a keyword co-occurrence analysis and a conceptual structure map to craft the main topic discussed in the dataset. Marketing technology in healthcare is a worldwide researched topic that has gained increased attention in recent years. The findings provide insights about marketing technologies for healthcare, identifying three main research directions, specifically 1) virtual health interactions, 2) healthcare digital transformation investigating a broad set of technologies, and 3) digital patient experience. Exploring the traits of the debate on marketing technologies in healthcare and proposing potential avenues for future research, this paper adds to the literature on the intersection of marketing and healthcare, thus unveiling opportunities for the health sector.

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医疗保健市场营销技术的现状及未来研究方向

本研究综合了医疗保健营销技术的知识体系，旨在探索现有研究的不同观点，形成一种综合的多学科方法。我们将334篇文献计量学分析分为两个步骤，分别是描述性分析和概念结构分析。前者包括对出版物趋势、最相关的期刊、最多产的国家和作者以及引文的分析。另一方面，概念结构分析侧重于最常用的关键字，开发关键字共现分析和概念结构图，以制定数据集中讨论的主要主题。医疗保健营销技术是近年来受到越来越多关注的世界性研究课题。研究结果提供了有关医疗保健营销技术的见解，确定了三个主要研究方向，具体而言：1)虚拟健康互动，2)调查广泛技术的医疗保健数字化转型，以及3)数字化患者体验。本文探讨了医疗保健营销技术辩论的特点，并提出了未来研究的潜在途径，增加了关于营销和医疗保健交叉的文献，从而揭示了卫生部门的机会。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Technological Forecasting and Social Change Multiple-

CiteScore

21.30

自引率

10.80%

发文量

813

期刊介绍： Technological Forecasting and Social Change is a prominent platform for individuals engaged in the methodology and application of technological forecasting and future studies as planning tools, exploring the interconnectedness of social, environmental, and technological factors. In addition to serving as a key forum for these discussions, we offer numerous benefits for authors, including complimentary PDFs, a generous copyright policy, exclusive discounts on Elsevier publications, and more.