International Journal of Pharmaceutical and Healthcare Marketing
Scope & Guideline
Transforming Healthcare Marketing Through Scholarly Excellence.
Introduction
Aims and Scopes
- Pharmaceutical Marketing Strategies:
Research exploring various marketing techniques and their impact on physician behavior, patient engagement, and consumer decision-making in the pharmaceutical industry. - Consumer Behavior in Healthcare:
Studies examining consumer preferences, attitudes, and purchasing intentions related to healthcare products and services, including dietary supplements and e-pharmacies. - Healthcare Services Marketing:
Investigations into service quality, patient satisfaction, and loyalty in healthcare organizations, with a focus on how marketing strategies influence these factors. - Digital Health and Technology Adoption:
Research on the integration of digital technologies in healthcare, including telemedicine, mobile health applications, and the influence of social media. - Public Health and Policy Implications:
Exploration of public health marketing strategies, particularly in response to crises like the COVID-19 pandemic, and their implications for policy and practice. - Supply Chain Dynamics in Healthcare:
Analysis of supply chain management practices in the pharmaceutical sector, focusing on logistics, efficiency, and the adoption of technological innovations.
Trending and Emerging
- E-Pharmacy and Online Health Services:
A surge in research examining consumer behavior and adoption of e-pharmacy services, emphasizing the shift towards online purchasing and digital health solutions. - Impact of COVID-19 on Consumer Behavior:
Increased focus on how the COVID-19 pandemic has influenced consumer attitudes, health behaviors, and marketing strategies in the healthcare sector. - Value Co-Creation in Healthcare:
Emerging research on patient-to-patient interactions and value co-creation in online health communities, highlighting collaborative approaches to healthcare. - Technological Adoption in Healthcare:
Growing interest in the adoption of wearable technologies, telehealth, and mobile health applications, reflecting the integration of technology in health management. - Social Media Influence on Health Decisions:
Rising studies on the role of social media influencers in shaping consumer behaviors and perceptions related to health and wellness products. - Consumer Engagement and Experience:
A trend towards understanding consumer engagement strategies in healthcare marketing, focusing on experiential aspects and personalized approaches.
Declining or Waning
- Traditional Pharmaceutical Advertising:
There is a noticeable decline in research focusing exclusively on traditional advertising methods in pharmaceuticals, as the field shifts towards digital and social media strategies. - Generalized Patient Satisfaction Studies:
While patient satisfaction remains important, the focus on generalized studies without specific contextual factors or marketing implications has decreased in favor of more nuanced analyses. - Basic Consumer Health Education:
Research centered on basic consumer education regarding health products is waning, replaced by studies that emphasize behavioral insights and technology integration. - Single Market Focus:
Studies focusing on a single market or region are less prevalent, as there is a growing trend towards comparative studies and insights that span multiple contexts. - Non-Digital Health Marketing Techniques:
As digital transformation accelerates, there is a reduction in studies examining non-digital marketing techniques, reflecting a broader industry evolution.
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