Trends in pharmaceutical marketing and branding research: a bibliometric analysis (2009–2023)
Purpose – This study conducts a comprehensive bibliometric analysis of pharmaceutical marketing and branding research, focusing on the transformative period of the last 15 years (2009–2023), particularly during and after the COVID-19 pandemic. The purpose of this analysis is to highlight key shifts...
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| Format: | Article |
| Language: | English |
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Emerald Publishing
2025-01-01
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| Series: | IIM Ranchi Journal of Management Studies |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/IRJMS-03-2024-0030/full/pdf |
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| _version_ | 1832583363713564672 |
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| author | Thamburaj Anthuvan Kajal Maheshwari Raghunath Dantu |
| author_facet | Thamburaj Anthuvan Kajal Maheshwari Raghunath Dantu |
| author_sort | Thamburaj Anthuvan |
| collection | DOAJ |
| description | Purpose – This study conducts a comprehensive bibliometric analysis of pharmaceutical marketing and branding research, focusing on the transformative period of the last 15 years (2009–2023), particularly during and after the COVID-19 pandemic. The purpose of this analysis is to highlight key shifts and trends in the field over this period. Design/methodology/approach – This study examined 329 research papers sourced from JSTOR and PubMed. It explores the evolution of the field, emphasizing significant shifts and trends. Findings – The analysis identified 2009 and 2014 as pivotal years for research activity, with The British Medical Journal and BioMed Central emerging as key publication platforms. Contributions from the USA, led by authors like Joel Lexchin, were particularly notable. The study also highlighted a shift toward AI-driven marketing, digital transformation and personalized medicine, especially in the post-COVID-19 period (2020 onwards). Co-authorship networks and keyword analysis emphasized the growing focus on regulatory compliance, patient engagement and the integration of digital tools in pharmaceutical marketing. Originality/value – This study charts the historical and current state of pharmaceutical marketing and branding and sets the foundation for future research, emphasizing the increasing role of digitalization and AI. |
| format | Article |
| id | doaj-art-815b1d30c55346cdae2347aebcf187e0 |
| institution | Kabale University |
| issn | 2754-0138 2754-0146 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Emerald Publishing |
| record_format | Article |
| series | IIM Ranchi Journal of Management Studies |
| spelling | doaj-art-815b1d30c55346cdae2347aebcf187e02025-01-28T16:14:52ZengEmerald PublishingIIM Ranchi Journal of Management Studies2754-01382754-01462025-01-0141557110.1108/IRJMS-03-2024-0030Trends in pharmaceutical marketing and branding research: a bibliometric analysis (2009–2023)Thamburaj Anthuvan0Kajal Maheshwari1Raghunath Dantu2Department of Marketing, S. B. Patil Institute of Management, Pune, IndiaDepartment of Marketing, S. B. Patil Institute of Management, Pune, IndiaDepartment of Research, MEDEVA, Hyderabad, IndiaPurpose – This study conducts a comprehensive bibliometric analysis of pharmaceutical marketing and branding research, focusing on the transformative period of the last 15 years (2009–2023), particularly during and after the COVID-19 pandemic. The purpose of this analysis is to highlight key shifts and trends in the field over this period. Design/methodology/approach – This study examined 329 research papers sourced from JSTOR and PubMed. It explores the evolution of the field, emphasizing significant shifts and trends. Findings – The analysis identified 2009 and 2014 as pivotal years for research activity, with The British Medical Journal and BioMed Central emerging as key publication platforms. Contributions from the USA, led by authors like Joel Lexchin, were particularly notable. The study also highlighted a shift toward AI-driven marketing, digital transformation and personalized medicine, especially in the post-COVID-19 period (2020 onwards). Co-authorship networks and keyword analysis emphasized the growing focus on regulatory compliance, patient engagement and the integration of digital tools in pharmaceutical marketing. Originality/value – This study charts the historical and current state of pharmaceutical marketing and branding and sets the foundation for future research, emphasizing the increasing role of digitalization and AI.https://www.emerald.com/insight/content/doi/10.1108/IRJMS-03-2024-0030/full/pdfBibliometric analysisPharmaceutical marketing strategiesPharmaceutical brandingDigital transformation in pharmaPharmaceutical promotionVOSviewer |
| spellingShingle | Thamburaj Anthuvan Kajal Maheshwari Raghunath Dantu Trends in pharmaceutical marketing and branding research: a bibliometric analysis (2009–2023) IIM Ranchi Journal of Management Studies Bibliometric analysis Pharmaceutical marketing strategies Pharmaceutical branding Digital transformation in pharma Pharmaceutical promotion VOSviewer |
| title | Trends in pharmaceutical marketing and branding research: a bibliometric analysis (2009–2023) |
| title_full | Trends in pharmaceutical marketing and branding research: a bibliometric analysis (2009–2023) |
| title_fullStr | Trends in pharmaceutical marketing and branding research: a bibliometric analysis (2009–2023) |
| title_full_unstemmed | Trends in pharmaceutical marketing and branding research: a bibliometric analysis (2009–2023) |
| title_short | Trends in pharmaceutical marketing and branding research: a bibliometric analysis (2009–2023) |
| title_sort | trends in pharmaceutical marketing and branding research a bibliometric analysis 2009 2023 |
| topic | Bibliometric analysis Pharmaceutical marketing strategies Pharmaceutical branding Digital transformation in pharma Pharmaceutical promotion VOSviewer |
| url | https://www.emerald.com/insight/content/doi/10.1108/IRJMS-03-2024-0030/full/pdf |
| work_keys_str_mv | AT thamburajanthuvan trendsinpharmaceuticalmarketingandbrandingresearchabibliometricanalysis20092023 AT kajalmaheshwari trendsinpharmaceuticalmarketingandbrandingresearchabibliometricanalysis20092023 AT raghunathdantu trendsinpharmaceuticalmarketingandbrandingresearchabibliometricanalysis20092023 |