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

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.