Decoding pharmaceutical and healthcare marketing research: a hybrid review and research agenda

Purpose This study aims to consolidate the existing pharmaceutical and healthcare marketing literature and outline a comprehensive research agenda for the future in this rapidly evolving field. Design/methodology/approach A sequential mixed-method approach was employed, involving bibliometric analysis of 789 scholarly articles and in-depth content analysis of 50 objectively selected articles to identify key themes and research gaps. Findings The study identifies several dominant themes that have garnered substantial scholarly attention over the past decade, including medical tourism, customer experience and satisfaction, service quality, value co-creation, and the increasing influence of artificial intelligence (AI) and machine learning. Other emerging areas include social media and digital marketing, direct-to-consumer advertising, e-health consultations, marketing of advanced robotic surgeries and sustainability in healthcare. However, the study also highlights areas requiring further exploration, such as the influence of destination image and patient experience, preventive healthcare strategies and integration of AI and other technologies in healthcare marketing. Research limitations/implications The findings provide researchers and practitioners with a clearer understanding of established and underexplored areas within pharmaceutical and healthcare marketing, and further guide future research, aiding in policy-making by identifying key issues. Originality/value This study provides a comprehensive overview of the current landscape and research gaps in pharmaceutical and healthcare marketing by synthesising a decade of research using a dual bibliometric and content analysis approach. It identifies key areas for future scholarly investigation.