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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

1. Aras R. (2011). Social marketing in healthcare. The Australasian medical journal, 4(8), 418– 424.
2. Arslan, İ. (2020). Küresel bir tehdit (COVID-19 salgını) ve değişime yolculuk. Üsküdar Üniversitesi Sosyal Bilimler Dergisi, (10), 1-36.
3. Beninger, P. (2018). Pharmacovigilance: an overview. Clinical therapeutics, 40(12), 1991-2004.
4. Bernhardt J. M. (2006). Improving health through health marketing. Preventing chronic disease, 3(3), 1-3.
5. Broadus, R. N. (1987). Toward a definition of “bibliometrics”. Scientometrics, 12(5–6), 373–379
6. Butt, I., Iqbal, T., & Zohaib, S. (2019). Healthcare marketing: A review of the literature based on citation analysis. Health marketing quarterly, 36(4), 271-290.
7. Chatterjee, S., Goyal, D., Prakash, A., & Sharma, J. (2021). Exploring healthcare/health-product ecommerce satisfaction: A text mining and machine learning application. Journal of Business Research, 131, 815-825.
8. Chichirez, C. M., & Purcărea, V. L. (2018). Health marketing and behavioral change: a review of the literature. Journal of medicine and life, 11(1), 15.

9. Chahal , H. ( 2010 ). Two component customer relationship management model for healthcare services . Managing Service Quality, 20 (4), 343 – 365.
10. Chahal, H., & Bala, M. (2012). Significant components of service brand equity in healthcare sector. International journal of health care quality assurance. 25(4):343–362
11. Chakraborty, I., & Maity, P. (2020). COVID-19 outbreak: Migration, effects on society, global environment and prevention. Science of the Total Environment, 728, 138882.
12. Chichirez, C. M., & Purcărea, V. L. (2018). Health marketing and behavioral change: a review of the literature. Journal of medicine and life, 11(1), 15–19.
13. Çamlidere, A., & Söyük, S. (2019). İstanbul’da Sağlık Turizmi Hizmeti Verilen Hastanelerde İnsan Kaynakları Bulma ve Seçme Süreci ve Bu Süreçte Karşılaşılan Sorunlar. Sağlık Bilimleri ve Meslekleri Dergisi, 6(3), 527-533.
14. Çöl M, Güneş G. (2020). COVID-19 Salgınına Genel Bir Bakış, O, S., Genç, V Editors. COVID19. 1 st ed. Ankara, Turkey: Ankara Üniversitesi Basımevi.
15. Deb, P., Furceri, D., Ostry, J. D., & Tawk, N. (2020). The economic effects of Covid-19 containment measures. IMF Working Paper, No:WP/20/158.
16. Djawoto, D., & Soekotjo, H. (2020). Effect Of Servıce Marketıng Mıx On Hospıtal Selectıon Medıated Wıth Brand Image On Hospıtal's Outpatıents. International Journal Of Economics, Business and Accounting Research (IJEBAR), 4(4).
17. Edwards, B. (2004). Managing the interface with marketing to improve delivery of pharmacovigilance within the pharmaceutical industry. Drug safety, 27(8), 609-617.
18. Elrod, J. K., & Fortenberry, J. L. (2020). Reflecting on “Marketing communications in health and medicine: perspectives from Willis-Knighton Health System”: understanding the big picture. BMC health services research, 20(1), 1-4.
19. Erkekoğlu, P., Köse, S. B. E., Balcı, A., & Yirün, A. (2020). Aşı kararsızlığı ve COVID-19’un etkileri. Literatür Eczacılık Bilimleri Dergisi, 9(2), 208-220.
20. Evren E, Us E (2020). COVID-19 Etkeni, O, S., Genç, V Editors. COVID-19. 1 st ed. Ankara, Turkey: Ankara Üniversitesi Basımevi 9–16.
21. Faes, L., Liu, X., Wagner, S. K., Fu, D. J., Balaskas, K., Sim, D. A., Bachmann, L. M., Keane, P. A., & Denniston, A. K. (2020). A clinician's guide to artificial intelligence: How to critically appraise machine learning studies. Translational vision science & technology, 9(2), 7-7.
22. Gill, L., & White, L. (2009). A critical review of patient satisfaction. Leadership in health services 22, 8-10.
23. Gostin, L.O., Wiley, L.F. (2020). Governmental Public Health Powers During the COVID-19 Pandemic: Stay-at-home Orders, Business Closures, and Travel Restrictions. JAMA,323(21):2137–2138.
24. Hacıkerim Karşıdağ, S., Şirvan, SS., Baş, S. (2020). COVİD-19 sürecinde kamu hastanelerinde çalışma şartları. Demirdöver C, editör. Plastik Cerrahi ve COVID-19. 1. Baskı. Ankara: Türkiye Klinikleri, 42-6.
25. Kern, C., Fu, D. J., Kortuem, K., Huemer, J., Barker, D., Davis, A., Balaskas, A., Keane, P. A. McKinnon, T., & Sim, D. A. (2020). Implementation of a cloud-based referral platform in ophthalmology: Making telemedicine services a reality in eye care. British Journal of Ophthalmology, 104(3), 312-317.
26. Kusumapradja, R. (2020). The Effect of Marketing Mix, Hospital Image, and Patient Loyalty on Intention for Retreatment over Outpatient Care at Pasar Minggu Hospital during COVID19 Outbreak. Journal of Multidisciplinary Academic, 4(6), 361-367. LaVela, S. L., & Gallan, A. (2014). Evaluation and measurement of patient experience. Patient Experience Journal, 1(1), 28-36.
27. Lovelock, Christopher & Wirtz, Jochen. (2004). Services Marketing: People, Technology, Strategy. Upper Saddle River, NJ. (8)
28. Mammì, M., Citraro, R., Torcasio, G., Cusato, G., Palleria, C., & di Paola, E. D. (2013). Pharmacovigilance in pharmaceutical companies: An overview. Journal of pharmacology & pharmacotherapeutics, 4(Suppl1), S33.
29. Mogaji, E. (2021). Marketing the COVID-19 vaccine and the implications for public health. Vaccine, 39(34), 4766-4768.
30. Nwaiwu, O., Oyelade, O., & Eze, C. (2016). Evaluation of Pharmacovigilance Practice in Pharmaceutical Companies in Nigeria. Pharmaceutical Medicine, 30(5), 291-295.
31. Platonova, E. A., Kennedy, K. N., & Shewchuk, R. M. (2008). Understanding patient satisfaction, trust, and loyalty to primary care physicians. Medical Care Research and Review, 65(6), 696-712
32. Pralea, A. R. (2011). The health marketing mix. Bulletin of the Transilvania University of Brasov. Economic Sciences. 4(1), 43.
33. Ramli, A. H., & Sjahruddin, H. (2015). Building patient loyalty in healthcare services. International Review of Management and Business Research, 4(2), 391.
34. Ravangard, R., Khodadad, A., & Bastani, P. (2020). How marketing mix (7Ps) affect the patients' selection of a hospital: experience of a low-income country. The Journal of the Egyptian Public Health Association, 95(1), 25.
35. Rerkrujipimol, J., & Assenov, I. (2011). Marketing strategies for promoting medical tourism in Thailand. Journal of Tourism, Hospitality & Culinary Arts, 3(2), 95-105.
36. Schweikhart, S. B., Strasser, S., & Kennedy, M. R. (1993). Service recovery in health services organizations. Journal of Healthcare Management, 38(1), 3.
37. Sheikh, A., Anderson, M., Albala, S., Casadei, B., Franklin, B. D., Richards, M., ... & Mossialos, E. (2021). Health information technology and digital innovation for national learning health and care systems. The Lancet Digital Health.
38. Siripipatthanakul, S., & Puttharak, S.(2021). Marketing Mix Analysis in Private Dental Healthcare Service Sector. International Journal of Trend in Scientific Research and Development (IJTSRD), 5(5), 827-831.
39. Sousa, B. M., & Alves, G. M. (2019). The role of relationship marketing in behavioural intentions of medical tourism services and guest experiences. Journal of Hospitality and Tourism Insights.2(3):224-240.
40. Stremersch, S. (2008). Health and marketing: The emergence of a new field of research. International Journal of Research in Marketing, 25(4), 229-233.
41. Suke, S. G., Kosta, P., & Negi, H. (2015). Role of Pharmacovigilance in India: An overview. Online journal of public health informatics, 7(2), e223.
42. Talbot, J. C., & Nilsson, B. S. (1998). Pharmacovigilance in the pharmaceutical industry. British journal of clinical pharmacology, 45(5), 427–431.
43. Tontus, H. Ö. (2018). Sağlık turizmi tanıtımı ve sağlık hizmetlerinin pazarlanması ilkeleri üzerine değerlendirme. Disiplinlerarası Akademik Turizm Dergisi, 3(1), 67-88.
44. Tosun, N., Söyük , S. (2019). Şikâyet Yönetimi Perspektifinden Müşteri Memnuniyeti ve Davranışsal Niyet Üzerine Kavramsal Bir Model Önerisi. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 23 (Özel Sayı) , 1873-1887
45. Tosun, N., Demir, Y., & Sağlık, E. (2020). Traditional And Complementary Medicine From Health Tourism Perspective. International Journal Of Health Management And Tourism, 5(1), 32-43.
46. Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a methodology for developing evidence‐ informed management knowledge by means of systematic review. British journal of management, 14(3), 207-222.
47. Turner, K., Sveticic, J., Almeida-Crasto, A., Gaee-Atefi, T., Green, V., Grice, D., Kelly, P., Krishnaiah, R., Lindsay, L., Mayahle, B., Patist, C., Van Engelen, H., Walker, S., Welch, M., Woerwag-Mehta, S., & Stapelberg, N. J. (2021). Implementing a systems approach to suicide prevention in a mental health service using the Zero Suicide Framework. Australian & New Zealand Journal of Psychiatry, 55(3), 241-253.
48. Valjak, A., & Draskovic, N. (2011). A literature review of public relations in public healthcare. International Journal of Management Cases, 13(3), 251-260.
49. Verhaar, B. J., Collard, D., Prodan, A., Levels, J. H., Zwinderman, A. H., Bäckhed, F., Vogt, L., Peters, M. J. L., Muller, M., Nieuwdorp, M., & van den Born, B. J. H. (2020). Associations between gut microbiota, faecal short-chain fatty acids, and blood pressure across ethnic groups: the HELIUS study. European heart journal, 41(44), 4259-4267.
50. Wang, L., Kelly, B., Lee, E. H., Wang, H., Zheng, J., Zhang, W., ... & Song, J. (2021). Multiclassifier-based identification of COVID-19 from chest computed tomography using generalizable and interpretable radiomics features. European journal of radiology, 136, 109552.
51. WHO. (2020). Clinical management of severe acute respiratory infection when novel coronavirus (2019-nCoV) infection is suspected: interim guidance. In Clinical management of severe acute respiratory infection when novel coronavirus (2019-nCoV) infection is suspected: Interim guidance (pp. 21-21).
52. WHO. (2021). WHO Coronavirus (COVID-19) Dashboard. Retrived from: https://covid19.who.int/ Retrived Date:05.10.2021.
53. Yeşilyurt, Ö. (2021). COVID-19 Pandemi Sürecinin Yönetilmesinde Sosyal Pazarlama Aracı Olarak Kamu Spotlarının İncelenmesi: İçerik Analizi. OPUS Uluslararası Toplum Araştırmaları Dergisi, 17 (Pandemi Özel Sayısı), 1-1.
54. Zarei, A., & Maleki, F. (2019). Asian medical marketing, a review of factors affecting Asian medical tourism development. Journal of Quality Assurance in Hospitality & Tourism, 20(1), 1-15.
55. Zupic, I., & Cater, T. (2015). Bibliometric methods in management and organization. Organizational Research Methods, 18(3), 429–472.