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KMID : 0926620230280040033
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Korean Journal of Hospital Management
2023 Volume.28 No. 4 p.33 ~ p.46
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Analyzing Healthcare Marketing Research Trends in Korea - Focusing on marketing strategy factors and performance factors perspectives -
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Bae Jong-Jin
Park Byeung-Tae
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Abstract
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Purpose: This study analyzed the research published in KCI-registered journals related to healthcare marketing for the last 27 years from 1995 to 2022 to identify academic research trends, the specificity of the healthcare field and to suggest future research directions.
Methodology: A total of 213 articles were selected for this study, and a descriptive analysis of the period and journals was conducted, as well as the analysis of research topics and keywords from the perspective of marketing strategy factors and performance factors.
Findings: A total of 213 articles related to healthcare marketing have been published in the last 27 years. The descriptive analysis showed a steady quantitative increase, but the STP field showed a decreasing trend, and many papers were mainly published in the Korean Journal of Hospital Management. According to the analysis of research topics and keywords, STP field will be hard to become an active research topic in the future, and even in the 7P field, only Product, People, and Process can be researched according to medical law regulations, and other factors such as PX & WOM, CRM, and the Internet fields are expected to be research topics.
Implications: Through the analysis of research trends over the past 27 years, we were able to identify the specificity of the healthcare marketing field in Korea and suggest future research directions based on this.
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KEYWORD
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Healthcare Marketing, Research Trends, Strategy Factors, Performance Factors
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