EXAMINING THE EFFECTS OF COVID-19 ON HEALTH SERVICES MARKETING RESEARCH WITH A BIBLIOMETRIC ANALYSIS

Year 2021, Volume: 6 Issue: 3, 647 - 666, 26.11.2021

Nurperihan Tosun Selçuk Yasin Yıldız

Abstract

Aim: The Covid-19 pandemic has triggered serious socio-economic, social, and political crises as well as
an important public health crisis in infected countries. The studies in the literature before and after the
Covid-19 pandemic were examined with bibliometric analysis method by considering the Coronavirus
from the perspective of health services marketing. Thus, the articles written in the field of health care
marketing from the past to the present were examined in detail, and it is aimed to contribute to the
development of the field and further research
Methods: The bibliometric analysis method was used to uncover the current situation in health care
marketing and to determine research gaps.
Findings: A total of 1669 studies were identified using the keywords "health service and marketing,"
"health management and marketing," "health marketing," and "healthcare and marketing”.
This research examines studies published since 1981, when the first study in health marketing was
conducted. Before the Covid-19 pandemic, medical tourism, social marketing, and pharmacovigilance
were among the most common keywords used by authors.
Conclusion: In the studies carried out during the Covid-19 pandemic, it is seen that the keywords
‘hospitals, marketing communication, machine learning, and artificial intelligence’ are preferred,
respectively.

Keywords

Health Marketing, Health services marketing, Covid-19, Bibliometric analysis

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