Rościszewski Piotr, Stępień Mariusz, Berniak-Woźny Justyna
Department of Family Medicine, Internal Diseases and Social Pharmacology, Medical University of Łódź, Łódż, Poland.
The Department of Management Tischner European University, Cracow, Poland.
Health Serv Insights. 2024 Aug 28;17:11786329241266648. doi: 10.1177/11786329241266648. eCollection 2024.
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.
我们生活的演变促使医疗保健系统发生变革，从而使医疗保健营销成为卫生服务（包括初级卫生保健）的一个基本要素。本文旨在分析初级卫生保健营销研究的规模、结构和动态，以确定该领域的主要主题和研究趋势。作者基于绩效分析和科学绘图方法进行了文献分析。文献分析涵盖了从Scopus数据库中选出的1981篇出版物，并使用MS Excel和VOSviewer应用程序进行。通过对基于文献耦合分析选出的34篇出版物进行深入分析来补充结果，以确定关键研究趋势和结果，这增进了对该研究领域的理解。所开展的研究证明，研究人员很少探讨初级卫生保健中的营销问题，这导致研究结果非常有限，且对该领域的决策过程影响甚微。这个研究领域需要更多投入，尤其是在未来研究议程建议中指出的领域。
