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

dc.contributor.authorKar, Rohan
dc.contributor.authorWasnik, Anurag
dc.date.accessioned2025-05-27T07:19:03Z
dc.date.available2025-05-27T07:19:03Z
dc.date.issued2024-04-12
dc.identifier.urihttp://hdl.handle.net/11718/27807
dc.descriptionHealth-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.abstractHealth-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.isoenen_US
dc.publisherEmerald Publishing Limiteden_US
dc.relation.ispartofInternational Journal of Pharmaceutical and Healthcare Marketingen_US
dc.subjectPublic policyen_US
dc.subjectBibliometric analysisen_US
dc.subjectCOVID-19en_US
dc.subjectCluster mapsen_US
dc.subjectDescriptive statisticsen_US
dc.subjectHealthcare marketing strategyen_US
dc.titleProgress and trends in healthcare marketing strategy (2018–2022): a descriptive and bibliometric analysis of the Web of Science (WOS) dataseten_US
dc.typeArticleen_US
dc.identifier.doihttps://doi.org/10.1108/IJPHM-12-2022-0106en_US


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