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Journal articles on the topic 'Healthcare marketing strategies'

Author: Grafiati

Published: 7 June 2025

Last updated: 2 August 2025

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1

El, Khair, and Qurratul Aini. "Healthy connections: Crafting compelling healthcare marketing strategies." Scripta Medica 55, no. 6 (2024): 787–94. https://doi.org/10.5937/scriptamed55-50708.

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Due to the importance of healthcare on both an individual and public level, the efficient functionality of the healthcare system is a fundamental component of society's overall well-being. The primary purpose of this research was to assess how academic contributions to healthcare marketing investigations have evolved over time. The paper delved into various aspects from 2015 to 2024, including publishing trends, core journals, authorship patterns, institutional affiliations, nation-wise contributions, theme distributions, author collaborations and keywords. Data was collected from the Scopus d

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Berliana Oktavia Setyawati and Ernawaty. "Digital marketing strategies in healthcare services: literature review." International Journal of Health Science and Technology 6, no. 2 (2024): 89–99. https://doi.org/10.31101/ijhst.v6i3.3690.

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The impact of technological advancements has led to a shift in the paradigm of marketing healthcare services. Marketing in the digital era is highly complex as market conditions can change rapidly beyond providers' control. Digital marketing offers several advantages compared to conventional marketing. Healthcare service providers can integrate digital marketing into their healthcare marketing strategies. This research aims to identify digital marketing strategies in healthcare services. The research method used is a literature review. The researcher used the PRISMA protocol as a guiding frame

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Osh, state university. "Marketing and Management in Healthcare." Marketing and Management of healthcare 15, no. 6 (2025): 12–14. https://doi.org/10.5281/zenodo.15162861.

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Recent studies have highlighted the evolving role of marketing and management in healthcare, emphasizing the need for healthcare institutions to adapt to changing market dynamics and patient expectations. A 2019 article discusses the impact of marketing strategies in healthcare systems, noting that the dynamic evolution of life has significantly affected healthcare, making marketing an indispensable element for health brands. It emphasizes that healthcare marketing is interdisciplinary, utilizing concepts from both classical and social marketing, and is crucial for understanding and meeting pa

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Malathy, M. "A Study on Marketing Strategies For Primary Healthcare Services In Chengalpattu District." Journal of Neonatal Surgery 14, no. 8S (2025): 717–23. https://doi.org/10.52783/jns.v14.2597.

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Marketing plays a crucial role in enhancing the reach and effectiveness of primary healthcare services. This study examines the impact of marketing strategies, particularly social media marketing, on promoting primary healthcare services in Chengalpattu District. Data analysis was conducted using various statistical tools, including Chi-Square tests, One-Way ANOVA, and Weighted Average Method (WAM), to assess the relationship between marketing channels and patient engagement. The findings reveal that most respondents (63%) strongly agree that social media marketing is a significant factor in p

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Saurabh, B. Gade* Mr. Dnyaneshwar S. Vyavhare Dr. Megha T. Salve. "Exploring Sales and Marketing Strategies in the Pharmaceutical Industry: A Comprehensive Review." International Journal in Pharmaceutical Sciences 1, no. 11 (2023): 192–202. https://doi.org/10.5281/zenodo.10087660.

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The pharmaceutical industry is characterized by its complex and competitive nature, where successful sales and marketing strategies play a pivotal role in ensuring the accessibility of innovative drugs to healthcare professionals and patients. This comprehensive review article provides a detailed exploration of the multifaceted landscape of sales and marketing within the pharmaceutical sector. These strategies are critical in establishing strong relationships with healthcare professionals and institutions, delivering essential product information, and adapting to a digital-centric era. In the

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Lorin Purcarea, Professor Eng Victor. "The impact of marketing strategies in healthcare systems." Journal of Medicine and Life 12, no. 2 (2019): 93–96. http://dx.doi.org/10.25122/jml-2019-1003.

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Šmitran, Bojan. "SPECIFICITY OF THE MARKETING STRATEGY CONCEPT OF PUBLIC AND PRIVATE HEALTHCARE." Ekonomist 3, no. 1 (2024): 97–113. http://dx.doi.org/10.46793/ekonomist3.1.6s.

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In the modern healthcare sector, effective marketing strategies are becoming increasingly important for both public and private healthcare institutions. This paper analyzes the specifics of marketing strategies used in these types of healthcare institutions, with the aim of identifying key differences and similarities in approaches and implementation of marketing activities. The results show that private healthcare institutions often emphasize personalized services, patient care and innovative technologies in their marketing campaigns, while public institutions focus on accessibility, reliabil

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Basnet, R. "Healthcare Marketing Strategies: Traditional Techniques, Trends of Today and Technology for Tomorrow." Insight Journal of National Open College 2, no. 1 (2025): 24–30. https://doi.org/10.5281/zenodo.15365544.

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This article examines the transformation of healthcare marketing strategies, tracing their evolution from traditional approaches to a technology-driven landscape shaped by socio-economic and geopolitical factors. The study aims to analyze how emerging digital innovations are reshaping patient engagement, operational efficiency, and the core strategies of healthcare marketers. A qualitative review methodology is employed, synthesizing historical trends, current practices, and technological advancements in healthcare marketing. The article draws on secondary data, case studies, and recent litera

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Akanyako, Joseph. "The Effect of Provider-Related Factors on Healthcare Utilization in the Upper East Region of Ghana: The Mediating Role of Marketing Strategies." African Quarterly Social Science Review 2, no. 1 (2025): 14–24. https://doi.org/10.51867/aqssr.2.1.2.

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This study investigates the mediating role of marketing strategies on the relationships between healthcare provider-related factors and patients' healthcare utilization. Adopting a descriptive cross-sectional quantitative design, the study utilizes a survey method to collect responses from 322 sampled healthcare professionals, using simple random sampling from a population of 1980 who work in public clinics and Community Health Planning Services (CHPS). The theory underpinning this study is the Andersen Behavioural Model of Health Service Utilization. Structural Equation Modelling technique wa

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ain,, Prachi. "TO STUDY THE MARKETING STRATEGIES TO PROMOTE A HEALTHCARE SERVICES." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 05 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem34499.

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In the enthusiastic scene of healthcare, practical exhibiting strategies are noteworthy for healthcare advantage providers to reach their target bunch of spectators, isolated themselves, and inevitably advance determined comes about. This examine paper presents an in-depth examination of advancing strategies custom fitted especially to progress healthcare organizations. Drawing from wide composing reviews, observational considers, and industry bits of information, this paper investigations the distinctive estimations of healthcare advancing, checking measurement examination, regulatory complia

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Freihat, Sultan. "The role of transformational leadership in reengineering of marketing strategies within organizations." Problems and Perspectives in Management 18, no. 4 (2020): 364–75. http://dx.doi.org/10.21511/ppm.18(4).2020.29.

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The current study aims at examining the role of transformational leadership in paving the way for well-built reengineering of marketing strategies within the healthcare sector in Jordan. Depending on a quantitative approach, 312 questionnaires were distributed to individuals within hospitals: 105 questionnaires – healthcare centers, 75 questionnaires – outpatient clinics, and 33 questionnaires – general medicine clinics in Jordan. The study results indicated as a start better employment of transformational leadership within hospitals compared to clinics and healthcare centers, which can be att

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Hampel, Katarzyna, Paulina Ucieklak-Jez, Agnieszka Bem, Przemyslaw Ruta, Pawel Predkiewicz, and Kamila Urbanska. "Revolutionizing Healthcare: The Crucial Impact of Relational Marketing Strategies." EUROPEAN RESEARCH STUDIES JOURNAL XXVI, Issue 3 (2023): 78–96. http://dx.doi.org/10.35808/ersj/3343.

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Neerajana Sai Niveditha, Gergi, and Chenna Upendra Madduri. "Healthcare Marketing Strategies and Patient Decision-Making in Choosing a Hospital in India." International Journal of Science and Research (IJSR) 14, no. 1 (2025): 99–101. https://doi.org/10.21275/sr241230180503.

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Zhukovska, Alina. "Marketing of medical services in the era of digitalization." Actual problems of innovative economy and law 2024, no. 6 (2024): 41–45. https://doi.org/10.36887/2524-0455-2024-6-8.

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The digitalization of the healthcare sector highlights the necessity for modern medical institutions to integrate digital technologies into all aspects of their operations, including marketing. Digital marketing technologies in the medical services market encompass a range of advanced online tools, digital platforms, and networks used by healthcare providers to promote medical services in the digital environment, attract new patients, ensure patient loyalty, and build and manage the brand of a medical institution. Implementing these technologies in healthcare facilities improves overall operat

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Akanyako, Joseph. "The Nexus between Environmental Factors and Behaviour Change in the Upper East Region of Ghana: The Mediating Role of Marketing Strategies." African Journal of Empirical Research 5, no. 3 (2024): 1102–15. http://dx.doi.org/10.51867/ajernet.5.3.94.

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This study aimed to explore the mediating role of marketing strategies in the relationship between environmental factors and behavior change in healthcare utilisation. A cross-sectional survey design was conducted using a random sampling technique to select 474 healthcare workers from six Health Directorates across Municipalities and Districts in the Upper East Region of Ghana. The target population from which the sample size was determined was 1980. The theories that guided this study were the Health Belief Model and the Theory of Planned Planned Behaviour. A structured questionnaire was desi

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Aoun, Malak, and Hassan Alaaraj. "Healthcare Marketing: An Empirical Study among Lebanese Hospitals." Lebanese Science Journal 19, no. 3 (2018): 453–64. http://dx.doi.org/10.22453/lsj-019.3.453464.

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Although most of studies have identified different dynamic factors that influence hospitals business development, there is always an increasing interest to find the best practices that ensure effective and sustainable marketing strategies in healthcare. The purpose of this study was to make an approach between patients and hospital managers to develop an effective marketing strategy for hospitals in Lebanon. A quantitative methodology was applied to statistically test both patients and managers’ attitudesthrough conducting two different simple surveys among patients and managers from fourdiffe

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Sayyad, Kaufiya Jamadar Amrata* Kamshette Arati Solunke Nandini Dhoble Shubhangi. "A Complete and Comprehensive Review on Pharmaceutical Sales and Marketing." International Journal of Pharmaceutical Sciences 3, no. 3 (2025): 2840–47. https://doi.org/10.5281/zenodo.15101248.

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Pharmaceutical sales and marketing play a crucial role in the success of the healthcare industry by driving awareness, demand, and accessibility of medications and healthcare products. This sector encompasses a wide range of strategies aimed at promoting drugs and treatments to healthcare professionals, patients, and other stakeholders. The marketing of pharmaceuticals is highly regulated to ensure ethical practices, patient safety, and accurate representation of medical benefits. Key strategies include direct-to-physician marketing, digital advertising, sponsorship of medical events, and publ

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Praveen Kumar P and Subhasini J. "Effectiveness of Marketing Strategy Formulation in Biomedical Healthcare Industry." International Journal of Research in Pharmaceutical Sciences 11, no. 1 (2020): 466–70. http://dx.doi.org/10.26452/ijrps.v11i1.1843.

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Marketing strategies stimulate the firm to unearth areas that are being disturbed by several factors. This is adopted to determine the target market in order to achieve prosperity in the organization. An effective marketing strategy would perhaps help in captivating new customers as well as sustaining for the longer-term. Consequently, this can result in the following benefits such as products and services can be offered with exclusive components, effective department coordination, concentration on scarce resources, thereby building a better marketing plan, selection of target market for easy

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Sahya Muspita and Ai Susi Susanti. "Analysis of Marketing Strategies For Health Services in The National Health Insurance Era in Hospital Muhammadiyah Bandung." Asian Journal of Environmental Research 1, no. 2 (2024): 58–65. http://dx.doi.org/10.69930/ajer.v1i2.75.

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The National Health Insurance (JKN) has brought significant changes to the healthcare industry. The programme provides financial protection to Indonesians to meet their basic health needs. In the JKN era, hospitals are also faced with challenges and intense competition, so they need to improve service quality and implement effective marketing strategies. The purpose of this study is to analyse the application of the marketing mix in the marketing strategy implementation process as well as the selected marketing strategy in the JKN era at Muhammadiyah Bandung Hospital. This study used a descrip

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Satyam, Pawar1* Pritam Salokhe2 Nilesh Chougule3. "Strategies And Challenges In Pharmaceutical Marketing." International Journal in Pharmaceutical Sciences 2, no. 7 (2024): 1–12. https://doi.org/10.5281/zenodo.12602423.

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The pharmaceutical industry is experiencing rapid transformations in response to dynamic market conditions, technological advancements, and evolving regulatory landscapes.explores the key strategies employed by pharmaceutical companies in their marketing efforts and the challenges they encounter in this ever-changing environment.Effective pharmaceutical marketing goes beyond traditional approaches, encompassing digital channels, social media, and targeted outreach to healthcare professionals. Companies are adapting to the shifting dynamics of patient engagement, focusing on personalized medici

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Thomas, Parulian, Wahyu Sulistiadi, and Puput Oktamianti. "Analysis of Kembangan Regional Hospital Marketing Strategies." Journal of Social Research 3, no. 1 (2023): 176–83. http://dx.doi.org/10.55324/josr.v3i1.1684.

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The primary objective of this research is to develop a comprehensive marketing strategy for Kembangan Regional Hospital through a thorough SWOT analysis. The study aims to determine effective segmentation, targeting, and positioning strategies for the hospital, coupled with an examination of the current marketing mix. By employing Operational Research within a qualitative methodological framework, the research seeks to derive valuable insights for optimizing strategic alternatives in the realm of healthcare services. Data collection involved a survey of 40 outpatients at the hospital and utili

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Quinn, Gwendolyn, Jane Ellery, Linda A. Detman, et al. "Creating patient-centred healthcare practices: Social marketing tools and strategies." Journal of Management & Marketing in Healthcare 2, no. 3 (2009): 221–37. http://dx.doi.org/10.1179/mmh.2009.2.3.221.

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Widnyani, Ni Made, Ni Luh Putu Surya Astitiani, Vitalia Fina Carla Rettobjaan, Kadek Riyan Putra Richadinata, and A. A. Ngurah Bagus Aristayudha. "DIGITAL TRANSFORMATION TO BUILD THE IMAGE OF RSU PAYANGAN: BRANDING STRATEGY IN THE DIGITAL ERA." Jurnal Abdimas Ilmiah Citra Bakti 5, no. 4 (2024): 985–96. https://doi.org/10.38048/jailcb.v5i4.4101.

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Digital transformation has revolutionized various sectors, including healthcare, where RSU Payangan recognizes the importance of adapting to digital marketing trends to strengthen its brand image and maintain competitiveness. This community service program aims to explore the effectiveness of digital marketing in building RSU Payangan’s image through intensive training and discussions with hospital management. The activity is designed to enhance management’s understanding of relevant digital marketing strategies in the contemporary era. The methods used include in-depth interviews to assess pr

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Škoko, Ines. "Marketing Metrics in private healthcare institution." Vallis Aurea 10, no. 1 (2024): 57–68. http://dx.doi.org/10.62598/jva.10.1.5.5.

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Public health care institutions same as private health care institutions are present in almost every city in Croatia. Public health care institutions provide stability, security, and most of all they are traditionally among the people in Croatia. Private health care institutions are basically young and modern institutions with different and new management system. Main analyses and metrics which Policlinic Intermed uses in its business are SWOT analyses and BCG metrics. Through those methods and analyses this polyclinic can make right decisions in order to bring required marketing activities fo

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Hamdan, Naser, Nile M. Khanfar, Omar F. Attarabeen, and Bahaudin G. Mujtaba. "An Exploration of Relationship Marketing in the Healthcare Context." Archives of Business Research 13, no. 04 (2025): 73–83. https://doi.org/10.14738/abr.1304.18622.

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Relationship Marketing (RM) has emerged as a prominent approach in various industries, aiming to strengthen relationships between businesses and customers to improve marketing outcomes. RM underscores the significance of long-term relationships as key elements for business success. While extensively studied in sectors like retail and services, its application within healthcare remains relatively underexplored. In the healthcare context, where the relationship between care providers and patients is characterized by trust and dependency, the principles of RM hold significant potential. However,

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Nazeli, Buyung, Yudi Sugiarto, and Ahyar Wahyudi. "Digital Marketing Analysis in Dental Healthcare: The Role of Digital Marketing in Promoting Dental Health in the Community." East Asian Journal of Multidisciplinary Research 2, no. 11 (2023): 4337–60. http://dx.doi.org/10.55927/eajmr.v2i11.6643.

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Modern marketing must integrate digital technology to enhance efficiency and effectiveness in communicating value to consumers. This research aims to uncover the impact of digital marketing strategies on the number of patients visiting dental clinics. Subsequently, it seeks to evaluate whether the implementation of digital marketing has a positive impact on the success of dental healthcare services. This research employs a survey approach with a descriptive method. Data shows that digital marketing has a significant impact on the number of patients visiting clinics compared to traditional pati

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Leeanju, R., and K. Senthilkumar. "Digital Marketing of Health Care Product and its Impact on Coronavirus Disease-19." Asian Pacific Journal of Health Sciences 8, no. 4 (2021): 191–93. http://dx.doi.org/10.21276/apjhs.2021.8.4.38.

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“It is health that is real wealth and not pieces of gold and silver.” -Mohandas K. GandhiIn this article, corona virus affected on global level has thrown many challenges to faced by many sectors and business. It has surprised the economies of developed, underdeveloped and developing countries. In such challenging times some businesses have edge over other businesses like telecom, internet service providers, pharmacy companies, unorganized retail, health sector and etc. This paper is conceptual nature and shows digital marketing and highlights. Digital Marketing is spreading awareness about th

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Precious Azino Usuemerai, Olumide Emmanuel Ibikunle, Luqman Adewale Abass, Victor Alemede, Ejike Innocent Nwankwo, and Akachukwu Obianuju Mbata. "A conceptual framework for integrating digital transformation in healthcare marketing to boost patient engagement and compliance." World Journal of Advanced Pharmaceutical and Medical Research 7, no. 2 (2024): 026–50. http://dx.doi.org/10.53346/wjapmr.2024.7.2.0045.

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This paper presents a conceptual framework for integrating digital transformation in healthcare marketing to enhance patient engagement and compliance with treatment regimens. As healthcare systems evolve, the adoption of digital technologies has become imperative for fostering meaningful interactions between patients and providers. The proposed framework emphasizes leveraging digital marketing techniques, data analytics, and personalized communication strategies to strengthen patient-provider relationships and improve health outcomes. At the core of the framework is the use of digital marketi

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Mrunal, Shirsat Chaitali Ingawale Shreenivas Bavkar* Mayur Rathod Aryan Salunke. "A Review on Pharmaceutical Sales and Marketing." International Journal of Pharmaceutical Sciences 3, no. 1 (2025): 2513–26. https://doi.org/10.5281/zenodo.14773041.

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Pharmaceutical Sales and Marketing-: The pharmaceutical industry is a cornerstone of global healthcare, providing life-saving medications and improving quality of life. Within this industry, sales and marketing are pivotal functions, driving the promotion and distribution of pharmaceutical products to healthcare professionals and patients. This abstract explores the intricate dynamics of pharmaceutical sales and marketing, addressing its strategies, challenges, and ethical considerations, as well as its critical role in public health. Pharmaceutical sales primarily focus on engaging healthcare

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Onyiego, Stellah, and Revocatus Millambo. "An assessment of linguistic strategies used in healthcare content marketing on facebook." Journal of Languages and Linguistics (JLL) 1, no. 1 (2022): 6–22. http://dx.doi.org/10.51317/jll.v4i1.206.

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Marketing is defined Marketing is the management process that identifies, anticipates, and satisfies customers’ requirements profitably. Language enables Marketers to deliver valuable messages about their products and services to consumers. This paper aims to analyse the linguistic and persuasive strategies used in content marketing of health care products on Facebook. The study employed a descriptive design to highlight the linguistic features used in Facebook’s Content Marketing to influence consumers. The study used a document analysis method in selecting healthcare content from Facebook, w

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Jeevarekha, B., and P. Shobana. "AI- Powered Patient Engagement: Transforming Healthcare through Personalized Marketing in Coimbatore District." ComFin Research 13, S1-i2 (2025): 127–30. https://doi.org/10.34293/commerce.v13is1-i2.8749.

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This study explores the impact of AI-Powered patient engagement on healthcare outcomes, patient satisfaction, and loyalty. Patient engagement is a critical component of effective healthcare, but traditional engagement strategies often fall short. Leveraging personalized marketing strategies, this research investigation how AI-driven patient engagement can transform the healthcare industry. It enabling healthcare organizations to modify interactions to every single patient’s needs, preferences, and behavior. Ensuring acceptance with regulatory requirements, such as HIPAA, is essential for AI-po

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Krupskyi, Oleksandr, and Yulia Stasiuk. "Peculiarities of application of marketing technologies in the medical sphere." Economic Analysis, no. 33(3) (2023): 202–12. http://dx.doi.org/10.35774/econa2023.03.202.

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Introduction. The medical sphere is constantly evolving, requiring improved approaches to its organisation and functioning. Advances in medical technology, observable changes in patient needs and growing competition challenge medical institutions to improve their strategies and approaches. Marketing technologies are becoming one of the key tools for achieving strategic goals. Purpose. This article is aimed at studying the peculiarities of the use of marketing technologies in the medical field. The main purpose of the study is to analyse the impact of marketing tools on the development and succ

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Arebi, Ismail Tubosun, and Samson Adewumi. "Innovative healthcare marketing promotion, social marketing and outpatients’ satisfaction in selected private hospitals in Lagos Metropolis." International Journal of Academe & Industry Research 6, no. 2 (2025): 191–219. https://doi.org/10.53378/ijair.353217.

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There is hardly any study that has investigated healthcare promotion and social marketing in understanding hospital outpatient satisfaction in Lagos Metropolis. This study interrogate how innovative healthcare promotion and social marketing can be used to understand hospital outpatient satisfaction in Lagos metropolis. The research design supports the assumption of the cross-sectional-survey where data were collected from many samples at a single and short point in time. A total of 371 participants were recruited through stratified sampling from 18 modern care hospitals in 10 Local Government

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Samuel Ajibola Dada and Adeleke Damilola Adekola. "Optimizing preventive healthcare uptake in community pharmacies using data-driven marketing strategies." International Journal of Life Science Research Archive 7, no. 2 (2024): 071–79. http://dx.doi.org/10.53771/ijlsra.2024.7.2.0076.

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This review paper explores the potential of data-driven marketing strategies to optimize preventive healthcare uptake in community pharmacies. As accessible healthcare touchpoints, community pharmacies play a crucial role in promoting preventive health services, including vaccinations, screenings, and wellness consultations. By leveraging patient data, such as demographics, purchase history, and seasonal trends, pharmacies can implement targeted campaigns, behavioral segmentation, and personalized health education to engage patients effectively. This paper discusses practical strategies for ut

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Santos, Angelo R. "The Role of Digital Marketing in Shaping Students’ Attitudes towards Health Care Professions." International Review of Management and Marketing 14, no. 3 (2024): 26–33. http://dx.doi.org/10.32479/irmm.16131.

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Amidst a burgeoning digital landscape, the role of digital marketing in shaping students’ attitudes towards healthcare professions remains relatively unexplored. This study aimed to investigate how digital marketing influences students’ perspectives about healthcare careers, with a specific focus on students in Nueva Ecija, Philippines. Utilizing a quantitative approach, the study involved a survey of 148 students from Nueva Ecija, Philippines. Respondents were asked about their exposure to various forms of digital marketing and their attitudes towards healthcare professions. The study reveale

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Piter Piter and Anisa Indah Saputrie. "Strategi dan Inovasi Pemasaran dalam Mempertahankan Stabilitas Omzet Vitamin C (Brand Hevit-C) Selama dan Pasca Covid-19 di Apotek Wilayah Jakarta." OBAT: Jurnal Riset Ilmu Farmasi dan Kesehatan 2, no. 5 (2024): 319–42. http://dx.doi.org/10.61132/obat.v2i5.708.

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The Covid-19 pandemic has significantly altered the landscape of the healthcare product market, with a rapid increase in demand for Vitamin C as a means to enhance immune function. Amidst intensifying competition, Hevit-C, a well-known brand in Jakarta's pharmacies, has employed marketing strategies and innovations to maintain its revenue stability. This study aims to analyze various marketing strategies and innovations implemented by Hevit-C during and post-pandemic, and to identify the correlation between these strategies and innovations with the brand's revenue stability. The research metho

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Anjani, Salsabilla, and Diansanto Prayoga. "Effective Hospital Health Marketing Strategy: Literature Review." Media Publikasi Promosi Kesehatan Indonesia (MPPKI) 7, no. 9 (2024): 2268–72. http://dx.doi.org/10.56338/mppki.v7i9.5848.

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Introduction: As a health service provider institution, hospitals are required to provide quality and reliable services following community expectations. Hospitals as one of the places to obtain services depend on the level of patient visits. Marketing mix and communication strategies become vital tools for hospitals and other healthcare institutions to build relationships with patients increase enrollment, ensure efficient and effective healthcare services. Objective: The literature review aims to provide alternative solutions for consumers or hospital patients to decide and choose a service

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Willie, Michael, and Abigail Chivandi. "The Mediation Effect of Service Innovation on the Relationship Between Promotional Strategies and Market Share in Medical Schemes, South Africa." Journal of International Financial Trends 1, no. 1 (2025): 51–60. https://doi.org/10.55578/jift.2506.004.

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Orientation: The dynamic global healthcare landscape requires ongoing adaptation and innovation. Service innovation (SI) is pivotal for healthcare funders and providers, particularly in medical schemes, where it significantly enhances the effectiveness of promotional strategies (PS) and improves market share (MS). Research Purpose: This study investigated the mediating effect of service innovation on the relationship between promotional strategies and market share in the private healthcare sector, with a focus on medical scheme beneficiaries in Gauteng, South Africa. It aimed to assess how ser

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Che Senik, Zizah, Adlin Masood, Khairul Akmaliah Adham, Noreha Halid, and Rosmah Mat Isa. "KPJ Healthcare: service internationalization." Emerald Emerging Markets Case Studies 3, no. 4 (2013): 1–6. http://dx.doi.org/10.1108/eemcs-06-2013-0092.

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Title – KPJ Healthcare: service internationalization. Subject area – International business, international marketing, and strategic management. Study level/applicability – Advanced undergraduate and MBA students taking courses in international business, international marketing, and strategic management. Case overview – KPJ Healthcare Group started its operations in 1979. By the end of 2012, the Group operated 22 hospitals in Malaysia, two in Indonesia, one in Thailand, and one retirement resort in Australia. Its internationalization efforts began in mid-1990s with the provision of hospital man

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Willie, Michael. "Exploring the Impact of Marketing Strategies and Promotional Tactics on Consumer Behaviour in the Healthcare Sector, South Africa." Journal of International Financial Trends 1, no. 2 (2025): 90–101. https://doi.org/10.55578/jift.2506.006.

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Marketing strategies have been recognised as pivotal in shaping consumer behaviour and facilitating organisational success, particularly within the healthcare sector, where decision-making processes are inherently complex. This study examined the interplay between marketing strategies, focusing on promotional tactics, and consumer behaviour in healthcare. Guided by the conceptual framework of Ġostar and Ristanović, it investigated the influence of the 4 Ps (product, price, place, promotion) on healthcare consumer decisions. Employing a qualitative methodology, the study interrogated the effica

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Onyekachukwu Victor Unanah and Olu James Mbanugo. "Integration of AI into CRM for Effective U.S. healthcare and pharmaceutical marketing." World Journal of Advanced Research and Reviews 25, no. 2 (2025): 609–30. https://doi.org/10.30574/wjarr.2025.25.2.0396.

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The integration of Artificial Intelligence (AI) into Customer Relationship Management (CRM) systems is revolutionizing the landscape of U.S. healthcare and pharmaceutical marketing. As the healthcare sector becomes increasingly patient-centric, the need for personalized, data-driven marketing strategies is paramount. AI-powered CRM platforms offer the ability to analyze vast datasets, uncovering patterns and insights that facilitate more effective targeting of healthcare providers and patients. This integration enhances the ability of pharmaceutical companies to deliver tailored content, optim

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Bogdanović, Strahinja, and Srđan Tomić. "The significance of marketing in the healthcare sector." Serbian Journal of Engineering Management 9, no. 1 (2024): 15–24. http://dx.doi.org/10.5937/sjem2401015b.

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In modern society, the application of the marketing concept becomes crucial, even in the nonprofit sector, including areas such as healthcare, education, and culture. Although marketing traditionally has not been prevalent in nonprofit organizations, changes in funding sources and increased competition encourage these organizations to reconsider their approach. Analyzing the roles of marketing in the healthcare sector, we emphasize the need for adaptable strategies due to dynamic circumstances and the necessity of embracing the marketing concept in the daily operations of healthcare institutio

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Kurne, Dr Abhishek Arvind. "Devising an effective medical marketing strategy for a sustained customer engagement for a medical product organization." International Journal of Scientific Research and Management (IJSRM) 5, no. 5 (2017): 5297–303. http://dx.doi.org/10.18535/jsrm/v5i5.03.

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Protecting premium pricing is a challenge for pharmaceutical & medical device players in the global markets. Withthe global trend of making the healthcare services more affordable and more inclusive, this challenge continues topush us to create innovative strategies in marketing.Engagement of Healthcare Professionals through medical marketing strategies with appropriate planning andexecution can lead to sustained value creation beyond product for which customers are more than willing to pay. Thispaper presents the planning and execution process of medical marketing strategies for enhanced

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Purwowiyoto, Sidhi Laksono, Cattleya Ananda Vilda, Dionisius Indri Priyobodo, and Ivana Raisa Cicilia. "Strategi Pemasaran pada Sistem Layanan Kesehatan." Sanus Medical Journal 4, no. 2 (2022): 19–21. http://dx.doi.org/10.22236/sanus.v4i2.8062.

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Health marketing is interdisciplinary because it uses certain concepts, methods, and techniques for classical and social marketing. The specialty of health marketing is that there are services and markets but no money equivalent. Healthcare marketing differs mainly by the nature of the demand for health services. The beneficiary may not be the target of a marketing campaign, and the physician decides what, where, when, and how much to provide for a particular service. To understand the impact of marketing strategies on healthcare quality, it is essential to understand today's medical consumers

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Faridi, Faridi, Aang Curatman, and Dedi M. Siddiq. "The Role of Experiential Marketing and Digital Marketing on Brand Loyalty with Electronic Word Of Mouth as a Mediating Variable." Journal Transnational Universal Studies 3, no. 2 (2025): 91–104. https://doi.org/10.58631/jtus.v3i2.151.

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Healthcare services play an important role in ensuring the welfare of the community, with hospitals and clinics striving to provide high-quality and professional medical services. Amidst increasing competition in the healthcare sector, especially in specialized hospitals, brand loyalty is crucial to maintaining a strong patient base. This research examines the role of experiential marketing and digital marketing in shaping brand loyalty, with electronic word of mouth (eWOM) as a mediating variable. This research uses a quantitative methodology using a structured questionnaire distributed to 18

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Nazim, N. Haider. "Physician Segmentation in the Pharmaceutical Industry: A Review of Approaches and the Role of Real-World Data." European Journal of Advances in Engineering and Technology 8, no. 10 (2021): 88–90. https://doi.org/10.5281/zenodo.12758694.

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The paper highlights the importance of leveraging real-world data, advanced analytics, and segmentation strategies to enhance marketing effectiveness, optimize resource allocation, and improve engagement with healthcare providers. By understanding the unique needs, preferences, and behaviors of different physician segments, pharmaceutical companies can tailor their promotional efforts, educational programs, and product offerings to maximize the impact of their marketing campaigns. Recommendations such as data integration, advanced analytics utilization, behavioral segmentation, validation proc

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KUMARI, SONALI. "SERVICE QUALITY MEASUREMENT IN INDIAN HEALTHCARE INDUSTRY." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 04 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem32700.

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This study investigates the growing impact that internet marketing is having on the healthcare industry in India over the past few years. It examines the various dimensions of internet marketing strategies utilized by healthcare organizations and their impact on key performance indicators such as patient engagement, brand visibility, and revenue generation. This is accomplished by conducting a comprehensive analysis of the existing literature as well as empirical research. Additionally, the study explores the problems and opportunities given by digital marketing in the context of India's diver

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Kurolov, Maksud. "Exploring the Role of Business Intelligence Systems in Digital Healthcare Marketing:." International Journal of Social Science Research and Review 6, no. 6 (2023): 377–83. http://dx.doi.org/10.47814/ijssrr.v6i6.1226.

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This study explores the potential of business intelligence (BI) systems in facilitating digital healthcare marketing. The healthcare industry has undergone a digital transformation in recent years, with increasing use of digital channels for marketing and customer engagement. BI systems have emerged as a promising technology that can enable healthcare organizations to gain valuable insights into customer behavior, preferences, and trends. Despite the potential benefits of BI systems in healthcare marketing, there is a notable research gap in understanding the role and impact of these systems.

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Arjun, Jaiswal1 Sushil Chaurasiya1 Shiva1 Ajeet Sharma1 Ramayan Yadav1 Neha Chaudhary1 Ashutosh Chand Kaushal2. "Navigating India's Expanding OTC Healthcare Market: Trends, Challenges, and Strategies." International Journal in Pharmaceutical Sciences 2, no. 6 (2024): 518–27. https://doi.org/10.5281/zenodo.11543495.

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India's over-the-counter (OTC) healthcare market is experiencing a surge, projected to reach USD 11.62 billion by 2026. This growth stems from rising disposable incomes, increased health awareness, and a burgeoning middle class. The market offers a diverse range of products catering to various needs, from pain relievers to dietary supplements. Several factors contribute to this growth: growing health consciousness, changing lifestyles, and regulatory reforms promoting quality and accessibility. The e-commerce boom further expands product reach. Understanding the market requires segmentation by

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Hotmangatur, Anggi Parsaoran, and Adang Bachtiar. "Maximizing Artificial Intelligence for Patient Satisfaction: Marketing Strategies in The Digital Health Era." Contagion: Scientific Periodical Journal of Public Health and Coastal Health 6, no. 1 (2024): 575. http://dx.doi.org/10.30829/contagion.v6i1.19198.

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<div><table cellspacing="0" cellpadding="0" align="left"><tbody><tr><td align="left" valign="top"><p><em>The advent of the Fourth Industrial Revolution has catalyzed transformative changes in the healthcare sector, highlighting the need to optimize Artificial Intelligence (AI) to improve patient satisfaction. This research examines the role of AI in revolutionizing the healthcare market and its potential to improve patient outcomes. Using a systematic literature review, we collected and analyzed studies published from 2017 to 2022 from various database

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