Healthcare marketing: A review of the literature based on citation analysis

Primary Healthcare Marketing: A Bibliometric Study and Research Agenda

The evolution of our lives has forced changes to the healthcare system and consequently established healthcare marketing as an essential element of health services, including primary health care (PHC). This article aims to analyze the size, structure, and dynamics of research on primary healthcare marketing to identify the main topics and research trends in this area. The authors conducted a bibliographic analysis based on the methods of performance analysis and scientific mapping. The bibliographical analysis covered 1981 publications selected from the Scopus database and was carried out with the use of the MS Excel and VOSviewer applications. The results were supplemented with an in-depth analysis of 34 publications selected based on bibliographic coupling analysis to determine key research trends and results, which increased the understanding of the research area. The conducted research proves that the issue of marketing in primary health care is rarely addressed by researchers, which translates into very limited research results and little impact on the decision-making process in this area. This research field requires much greater commitment, especially in the areas indicated in the future research agenda recommendations.

Factors influencing consumers' intention to donate blood: A South African perspective

The objective of this study was to determine the factors influencing consumer intention to donate blood in an emerging market setting. A quantitative research design was followed that entailed the collection of data from 308 non-donor respondents, using a self-administered online questionnaire. The conceptual model and hypotheses were analysed statistically, using SPSS to conduct reliability analysis, correlation analysis, and multiple regression analysis. The findings revealed that awareness of consequences, ascription of responsibility, and personal norms had a positive and significant influence on consumers' intention to donate blood. Ascription of responsibility was the largest influencer of personal norms towards blood donation.

A bibliometric review of 35 years of studies about preeclampsia

The purpose of this study is to investigate preeclampsia. It used the visualization tools of CiteSpace, VOSviewer, Gunnmap, Bibliometrix®, and Carrot2 to analyze 3,754 preeclampsia studies from 1985 to 2020 in Obstetrics and Gynecology areas. Carrot2 was used to explain each cluster in extra detail. The results found that there is an increasing trend in many publications related to preeclampsia from 1985 to 2020. The number of studies on preeclampsia has increased significantly in the last century. Analysis of the keywords found a strong relationship with preeclampsia concepts and keywords classified into five categories. Co-citation analysis was also performed which was classified into six categories. Reading the article offers important to support not only to grind the context of preeclampsia challenges but also to design a new trend in this field. The number of studies on preeclampsia has substantially improved over the decades ago. The findings of documents published from 1985 to 2020 showed three stages in research on this subject: 1985 to 1997 (a seeding stage), 1997-2005 (rapid growth stage), and 2005 onwards (development stage).

The effect of multidimensional service quality on word of mouth in university on-campus healthcare centers

Purpose

The purpose of this paper is to investigate the impact of multidimensional service quality on word of mouth (WOM) in university on-campus healthcare centers.

Design/methodology/approach

Data were collected from self-administered questionnaires involving a sample of 407 currently enrolled student-patients visiting the on-campus university healthcare centers in the Jordanian capital, Amman. Non-probability convenience sampling was performed in this study. Factor analysis and multiple and hierarchical multiple regression methods were used to analyze the data and test the proposed relationships.

Findings

The results show that the primary dimensions (administration quality, interpersonal quality and technical quality) had a significant and positive impact on WOM, with administration quality appearing as the most influential factor leading to WOM. At the subdimensions level, the findings of this study revealed that interaction activity had the most significant predictive value on WOM compared to the other service quality subdimensions. An insignificant relationship between atmosphere, tangibles, relationship activity and WOM was found.

Practical implications

This study suggests that university administrators and managers of other high-contact service sectors (e.g. hospitality and travel services, tourism education services, financial and insurance services and public services) ought to take into consideration both service quality subdimensions and satisfaction as significant strategic endpoints, as these inputs provide a roadmap for administrators to elicit positive WOM from customers with regard to their businesses.

Originality/value

This study provided its contribution by presenting a comprehensive model of WOM formation and offering specific insights for the on-campus healthcare centers in higher education institutions. This is also the first study conducted in the Middle East, particularly in Jordan.

Patient consideration of local hospital, center of excellence, and medical tourism options for surgery

This research analyzes factors that patients consider when offered the option to have surgeries (knee-replacement or heart bypass) at one of three locations (local hospital, Center of Excellence hospital, or Medical Tourism) with financial incentives varying based on location/surgery. Quantitative and qualitative results, based on a national online survey of respondents over 45 years old, found a significant relationship between perceived risk and satisfaction based on location of the surgery. However, specific individual factors, such as personal responsibilities, concerns with travel, perception of healthcare quality, are found to impact patient location preference for surgery.

Telemedicine acceptance during the COVID-19 pandemic: User satisfaction and strategic healthcare marketing considerations

A lot remains unexplored regarding the antecedents and outcomes of telemedicine acceptance from health service marketing perspective. This study addresses this gap by integrating the Health Belief Model and the Unified Theory of Acceptance and Use of Technology model in the context of generation Y and Z's response to the COVID-19 pandemic. Data collected from 293 respondents were analyzed using structural equation modeling. The results confirm theoretical rigor of integrating two models examining the antecedents and user satisfaction as an outcome of telemedicine acceptance. The findings also suggest marketing strategies for implementing telemedicine during pandemic. Future research directions are highlighted.