Trends in Pharmaceutical Marketing and Branding Research: A Bibliometric Analysis (2009-2023)
Description
This study conducts a comprehensive bibliometric analysis of pharmaceutical marketing and branding research, focusing on the transformative period of the last 15 years (2009 to 2023). By examining 329 research papers from JSTOR and PubMed, we delve into the field's evolution, highlighting significant shifts and trends, particularly during and post the COVID-19 pandemic. Our analysis identifies 2009 and 2014 as pivotal years for research activity, with The British Medical Journal emerging as a key publication venue. Major contributions from the United States and the University of California are noted, with Joel Lexchin being a prominent author. We offer novel insights into the development of pharmaceutical marketing strategies, especially in the context of rapid digital and AI advancements, underscoring their dynamic nature. We provide a nuanced understanding of the field's collaborative and thematic landscape by thoroughly examining co-authorship networks and keyword occurrences. This study not only charts the historical and current state of pharmaceutical marketing and branding but also sets a foundation for future research directions, highlighting the field's increasing focus on digitalization and the need for further exploration in this ever-evolving domain.