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http://hdl.handle.net/11718/27807| Title: | Progress and trends in healthcare marketing strategy (2018–2022): a descriptive and bibliometric analysis of the Web of Science (WOS) dataset |
| Authors: | Kar, Rohan Wasnik, Anurag |
| Keywords: | Public policy;Bibliometric analysis;COVID-19;Cluster maps;Descriptive statistics;Healthcare marketing strategy |
| Issue Date: | 12-Apr-2024 |
| Publisher: | Emerald Publishing Limited |
| Abstract: | Health-care marketing typically entails a coordinated set of outreach and communications designed to attract consumers (patients in the health-care context) who require services for a better health outcome and guide them throughout their health-care journey to achieve a higher quality of life. The purpose of this study is to understand the progress and trends in healthcare marketing strategy (HMS) literature between 2018 and 2022, with a special emphasis on the pre- and post-Covid-19 periods. |
| Description: | Health-care marketing typically entails a coordinated set of outreach and communications designed to attract consumers (patients in the health-care context) who require services for a better health outcome and guide them throughout their health-care journey to achieve a higher quality of life. The purpose of this study is to understand the progress and trends in healthcare marketing strategy (HMS) literature between 2018 and 2022, with a special emphasis on the pre- and post-Covid-19 periods. |
| URI: | http://hdl.handle.net/11718/27807 |
| Appears in Collections: | Journal Articles |
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