Marketing médico: mapeo de la producción de su conocimiento
Palabras clave:
Marketing médico, bibliometría, mapeo, conocimiento, (Tesauro UNESCO).
Resumen
La salud se ha apoyado en las tecnologías digitales para mejorar los servicios de atención médica. El objetivo fue desarrollar el mapeo bibliométrico de las publicaciones científicas sobre marketing médico entre enero de 2020 y mayo de 2025. Este estudio tuvo un enfoque cuantitativo y descriptivo, y analizó 58 documentos que cumplieron con los estándares establecidos, con el uso de Microsoft Excel y RStudio. La base de datos revela las principales métricas seleccionadas como: año, productividad por autor, filiación institucional, fuentes relevantes, producción por países, palabras clave y red de colaboración. El año 2022 fue el de más publicaciones, las palabras clave que sobresalen son cuidado de la salud y marketing en la red de colaboración. El análisis evidencia que los estudios en la industria de la salud contribuyen a la sociedad con satisfacción y lealtad de los pacientes. Existe una orientación en la mejora continua del marketing médico.
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Citas
Aladwan, M. A., Anuar, M. M., Aladwan, R. M., & Salleh, H. S. (2023). The Effect of Service Quality, Patient Trust and Hospital Reputation on Patient Satisfaction in Jordanian Public Hospital. WSEAS transactions on business and economics, 21, 410-426. https://doi.org/10.37394/23207.2024.21.36
Behan, M., Nawshin, T., Nemanich, S., Kowalski, J., Sutter, E., Francis, S., Dubinsky, J., Freese, R., Rudser, K., & Gillick, B. (2020). A crossed-disciplinary evaluation of parental perceptions surrounding pediatric non-invasive brain stimulation research. International Journal of Pharmaceutical and Healthcare Marketing, 14(4), 623-640. https://doi.org/10.1108/IJPHM-01-2020-0005
Bellio, E., & Buccoliero, L. (2021). Main factors affecting perceived quality in healthcare: a patient perspective approach. The TQM Journal, 33(7), 176-192. https://doi.org/10.1108/TQM-11-2020-0274
Cham, T. H., Cheng, B. L., Low, M. P., & Cheok, J. B. C. (2021). Brand image as the competitive edge for hospitals in medical tourism. European Business Review, 33(1). https://doi.org/10.1108/EBR-10-2019-0269
Chang, C. C. (2022). The Role of Individual Factors in Users’ Intentions to Use Medical Tourism Mobile Apps. Tourism and Hospitality, 3(4), 896-907. https://doi.org/10.3390/tourhosp3040057
Danaher, T. S., Danaher, P. J., Sweeney, J. C., & McColl-Kennedy, J. R. (2024). Dynamic Customer Value Cocreation in Healthcare. Journal of Service Research, 27(2), 177-193. https://doi.org/10.1177/10946705231161758
Hendrawan, R., Rosari, R., & Nastiti, T. (2024). The basic themes of talent management: Bibliometric analysis and systematic literature review. In Cogent Business & Management 11(1). Cogent OA. https://doi.org/10.1080/23311975.2024.2429016
Irfan Nasution, M., Soemaryani, I., Yunizar, Y., & Hilmiana, H. (2023). The mediating role of employee ambidexterity and work engagement for talent management and medical representatives’ performance in Indonesian pharmaceutical companies. Problems and Perspectives in Management, 21(3), 642-655. https://doi.org/10.21511/ppm.21(3).2023.50
Joseph, O., Ntombana, L., & Sibanda, F. (2022). Factors Influencing Outbound Medical Tourism: India as the Preferred Destination for Nigerians. African Journal of Hospitality, Tourism and Leisure, 11(1), 310-327. https://doi.org/10.46222/ajhtl.19770720.227
Kabir, S. M. H., Maulan, S., Manaf, N. H. A., & Nasir, Z. W. (2022). The influence of direct-to-physician promotion towards physicians’ prescription behaviour in Malaysia. International Journal of Pharmaceutical and Healthcare Marketing, 16(1), 110-122. https://doi.org/10.1108/IJPHM-10-2020-0089
Khan, H., Arslan, A., Haapanen, L., Rodgers, P., & Tarba, S. Y. (2023). Hybrid market offering in the medical technology sector and the role of network configuration: an exploratory assessment in both developed and emerging markets. International Marketing Review, 40(4), 612-635. https://doi.org/10.1108/IMR-10-2021-0303
Kuong Morales, M., & Kuong Morales, S. (2022). Ranking bibliométrico internacional SCImago: una realidad para las universidades peruanas. Revista Venezolana de Gerencia, 27(Edición Especial 7), 426-442. https://doi.org/10.52080/rvgluz.27.7.28
Lavan, T., Tran, K. T., Chen, J., Yao, J., Wang, D., & Huang, Y. (2025). Knowledge transfer in business-to-business customer relationship development. Industrial Marketing Management, 125, 319-338. https://doi.org/10.1016/j.indmarman.2025.01.012
Martín-Santana, J. D., Cabrera-Suárez, M. K., & Déniz-Déniz, M. de la C. (2020). From culture to behaviour: donor orientation and organisational identification. Journal of Social Marketing, 10(4), 397-425. https://doi.org/10.1108/JSOCM-06-2019-0083
Mitchell, S. L., & Clark, M. (2021). Volunteer choice of nonprofit organisation: an integrated framework. European Journal of Marketing, 55(1), 63-94. https://doi.org/10.1108/EJM-05-2019-0427
Sboev, A., Rybka, R., Gryaznov, A., Moloshnikov, I., Sboeva, S., Rylkov, G., & Selivanov, A. (2022). Adverse Drug Reaction Concept Normalization in Russian-Language Reviews of Internet Users. Big Data and Cognitive Computing, 6(4), 145. https://doi.org/10.3390/bdcc6040145
Sboev, A., Selivanov, A., Moloshnikov, I., Rybka, R., Gryaznov, A., Sboeva, S., & Rylkov, G. (2022). Extraction of the Relations among Significant Pharmacological Entities in Russian-Language Reviews of Internet Users on Medications. Big Data and Cognitive Computing, 6(1), 10. https://doi.org/10.3390/bdcc6010010
Smith, M., Goodheart, K., Fryer, C., Balcytis, T., Wilmshurst, P., & Murray, P. (2024). An analysis of the UK’s commercial stem cell clinics. Prometheus, 40(1). https://doi.org/10.13169/prometheus.40.1.0007
Taheri, B., Chalmers, D., Wilson, J., & Arshed, N. (2021). Would you really recommend it? Antecedents of word-of-mouth in medical tourism. Tourism Management, 83, 104209. https://doi.org/10.1016/j.tourman.2020.104209
Traiyarach, S., Sawunyavisuth, B., & Palusuk, N. (2025). Trust as a key driver of purchase intentions in beauty services. Cogent Business & Management, 12(1). https://doi.org/10.1080/23311975.2025.2465898
Utama, D. N., & Oktafiani, S. (2020). Generic Decision Support Model for Determining the Best Marketer. Advances in Science, Technology and Engineering Systems Journal, 5(4), 841-848. https://doi.org/10.25046/aj050498
Weingott, S., & Parkinson, J. (2025). The application of artificial intelligence in health communication development: A scoping review. Health Marketing Quarterly, 42(1), 67-109. https://doi.org/10.1080/07359683.2024.2422206
Zghurska, O., Struk, N., Safonov, Y., Kulik, A., & Romanenko, O. (2022). Analysis of the volume and structure of health care services in Ukraine. Financial and Credit Activity Problems of Theory and Practice, 4(45), 346-354. https://doi.org/10.55643/fcaptp.4.45.2022.3829
Behan, M., Nawshin, T., Nemanich, S., Kowalski, J., Sutter, E., Francis, S., Dubinsky, J., Freese, R., Rudser, K., & Gillick, B. (2020). A crossed-disciplinary evaluation of parental perceptions surrounding pediatric non-invasive brain stimulation research. International Journal of Pharmaceutical and Healthcare Marketing, 14(4), 623-640. https://doi.org/10.1108/IJPHM-01-2020-0005
Bellio, E., & Buccoliero, L. (2021). Main factors affecting perceived quality in healthcare: a patient perspective approach. The TQM Journal, 33(7), 176-192. https://doi.org/10.1108/TQM-11-2020-0274
Cham, T. H., Cheng, B. L., Low, M. P., & Cheok, J. B. C. (2021). Brand image as the competitive edge for hospitals in medical tourism. European Business Review, 33(1). https://doi.org/10.1108/EBR-10-2019-0269
Chang, C. C. (2022). The Role of Individual Factors in Users’ Intentions to Use Medical Tourism Mobile Apps. Tourism and Hospitality, 3(4), 896-907. https://doi.org/10.3390/tourhosp3040057
Danaher, T. S., Danaher, P. J., Sweeney, J. C., & McColl-Kennedy, J. R. (2024). Dynamic Customer Value Cocreation in Healthcare. Journal of Service Research, 27(2), 177-193. https://doi.org/10.1177/10946705231161758
Hendrawan, R., Rosari, R., & Nastiti, T. (2024). The basic themes of talent management: Bibliometric analysis and systematic literature review. In Cogent Business & Management 11(1). Cogent OA. https://doi.org/10.1080/23311975.2024.2429016
Irfan Nasution, M., Soemaryani, I., Yunizar, Y., & Hilmiana, H. (2023). The mediating role of employee ambidexterity and work engagement for talent management and medical representatives’ performance in Indonesian pharmaceutical companies. Problems and Perspectives in Management, 21(3), 642-655. https://doi.org/10.21511/ppm.21(3).2023.50
Joseph, O., Ntombana, L., & Sibanda, F. (2022). Factors Influencing Outbound Medical Tourism: India as the Preferred Destination for Nigerians. African Journal of Hospitality, Tourism and Leisure, 11(1), 310-327. https://doi.org/10.46222/ajhtl.19770720.227
Kabir, S. M. H., Maulan, S., Manaf, N. H. A., & Nasir, Z. W. (2022). The influence of direct-to-physician promotion towards physicians’ prescription behaviour in Malaysia. International Journal of Pharmaceutical and Healthcare Marketing, 16(1), 110-122. https://doi.org/10.1108/IJPHM-10-2020-0089
Khan, H., Arslan, A., Haapanen, L., Rodgers, P., & Tarba, S. Y. (2023). Hybrid market offering in the medical technology sector and the role of network configuration: an exploratory assessment in both developed and emerging markets. International Marketing Review, 40(4), 612-635. https://doi.org/10.1108/IMR-10-2021-0303
Kuong Morales, M., & Kuong Morales, S. (2022). Ranking bibliométrico internacional SCImago: una realidad para las universidades peruanas. Revista Venezolana de Gerencia, 27(Edición Especial 7), 426-442. https://doi.org/10.52080/rvgluz.27.7.28
Lavan, T., Tran, K. T., Chen, J., Yao, J., Wang, D., & Huang, Y. (2025). Knowledge transfer in business-to-business customer relationship development. Industrial Marketing Management, 125, 319-338. https://doi.org/10.1016/j.indmarman.2025.01.012
Martín-Santana, J. D., Cabrera-Suárez, M. K., & Déniz-Déniz, M. de la C. (2020). From culture to behaviour: donor orientation and organisational identification. Journal of Social Marketing, 10(4), 397-425. https://doi.org/10.1108/JSOCM-06-2019-0083
Mitchell, S. L., & Clark, M. (2021). Volunteer choice of nonprofit organisation: an integrated framework. European Journal of Marketing, 55(1), 63-94. https://doi.org/10.1108/EJM-05-2019-0427
Sboev, A., Rybka, R., Gryaznov, A., Moloshnikov, I., Sboeva, S., Rylkov, G., & Selivanov, A. (2022). Adverse Drug Reaction Concept Normalization in Russian-Language Reviews of Internet Users. Big Data and Cognitive Computing, 6(4), 145. https://doi.org/10.3390/bdcc6040145
Sboev, A., Selivanov, A., Moloshnikov, I., Rybka, R., Gryaznov, A., Sboeva, S., & Rylkov, G. (2022). Extraction of the Relations among Significant Pharmacological Entities in Russian-Language Reviews of Internet Users on Medications. Big Data and Cognitive Computing, 6(1), 10. https://doi.org/10.3390/bdcc6010010
Smith, M., Goodheart, K., Fryer, C., Balcytis, T., Wilmshurst, P., & Murray, P. (2024). An analysis of the UK’s commercial stem cell clinics. Prometheus, 40(1). https://doi.org/10.13169/prometheus.40.1.0007
Taheri, B., Chalmers, D., Wilson, J., & Arshed, N. (2021). Would you really recommend it? Antecedents of word-of-mouth in medical tourism. Tourism Management, 83, 104209. https://doi.org/10.1016/j.tourman.2020.104209
Traiyarach, S., Sawunyavisuth, B., & Palusuk, N. (2025). Trust as a key driver of purchase intentions in beauty services. Cogent Business & Management, 12(1). https://doi.org/10.1080/23311975.2025.2465898
Utama, D. N., & Oktafiani, S. (2020). Generic Decision Support Model for Determining the Best Marketer. Advances in Science, Technology and Engineering Systems Journal, 5(4), 841-848. https://doi.org/10.25046/aj050498
Weingott, S., & Parkinson, J. (2025). The application of artificial intelligence in health communication development: A scoping review. Health Marketing Quarterly, 42(1), 67-109. https://doi.org/10.1080/07359683.2024.2422206
Zghurska, O., Struk, N., Safonov, Y., Kulik, A., & Romanenko, O. (2022). Analysis of the volume and structure of health care services in Ukraine. Financial and Credit Activity Problems of Theory and Practice, 4(45), 346-354. https://doi.org/10.55643/fcaptp.4.45.2022.3829
Publicado
2026-07-01
Sección
De Investigación
Derechos de autor 2026 Patricia Silvana Palomo-Rivera, Juan Carlos Castro-Analuiza, Ricardo Patricio Medina-Chicaiza
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