Medical marketing: mapping the production of your knowledge
Abstract
The healthcare sector has relied on digital technologies to improve healthcare services. The objective was to conduct a bibliometric mapping of scientific publications on medical marketing from January 2020 through May 2025. This study employed a quantitative and descriptive approach and analyzed 58 documents that meet established standards, using Microsoft Excel and RStudio. The database reveals key metrics such as year, productivity per author, institutional affiliation, relevant sources, output by country, keywords, and collaboration networks. The year 2022 saw the highest number of publications, with “health care” and “marketing” standing out as keywords in the collaboration network. The analysis shows that studies in the healthcare industry contribute to society by fostering patient satisfaction and loyalty. There is a focus on the continuous improvement of medical marketing.
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