Progress and trends in healthcare marketing strategy (2018–2022): a descriptive and bibliometric analysis of the Web of Science (WOS) dataset

Kar, Rohan; Wasnik, Anurag

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Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/27807

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DC Field	Value	Language
dc.contributor.author	Kar, Rohan	-
dc.contributor.author	Wasnik, Anurag	-
dc.date.accessioned	2025-05-27T07:19:03Z	-
dc.date.available	2025-05-27T07:19:03Z	-
dc.date.issued	2024-04-12	-
dc.identifier.uri	http://hdl.handle.net/11718/27807	-
dc.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.	en_US
dc.description.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.	en_US
dc.language.iso	en	en_US
dc.publisher	Emerald Publishing Limited	en_US
dc.relation.ispartof	International Journal of Pharmaceutical and Healthcare Marketing	en_US
dc.subject	Public policy	en_US
dc.subject	Bibliometric analysis	en_US
dc.subject	COVID-19	en_US
dc.subject	Cluster maps	en_US
dc.subject	Descriptive statistics	en_US
dc.subject	Healthcare marketing strategy	en_US
dc.title	Progress and trends in healthcare marketing strategy (2018–2022): a descriptive and bibliometric analysis of the Web of Science (WOS) dataset	en_US
dc.type	Article	en_US
dc.identifier.doi	https://doi.org/10.1108/IJPHM-12-2022-0106	en_US
Appears in Collections:	Journal Articles

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