Korea Journal of Hospital Management (한국병원경영학회지)

Korean Society of Hospital Management (한국병원경영학회)
권호 표지

Analyzing Healthcare Marketing Research Trends in Korea - Focusing on marketing strategy factors and performance factors perspectives -

국내 의료서비스 마케팅 연구 동향 분석 - 마케팅 전략 요인과 성과 요인 관점으로 -

  • Jongjin Bae (Planning Team, The Catholic University of Korea, Seoul St. Mary's Hospital) ;
  • Byungtae Park (Graduate School of Public Health and Healthcare Management & Catholic Institute for Public Health and Healthcare Management of the Catholic University of Korea)
  • 배종진 (가톨릭대학교 서울성모병원 기획팀) ;
  • 박병태 (가톨릭대학교 보건의료경영대학원 겸 가톨릭보건의료경영연구소)
  • Received : 2023.11.20
  • Accepted : 2023.12.21
  • Published : 2023.12.30
Download PDF
⟨ Previous Next ⟩

Abstract

Purpose: This study analyzed the research published in KCI-registered journals related to healthcare marketing for the last 27 years from 1995 to 2022 to identify academic research trends, the specificity of the healthcare field and to suggest future research directions. Methodology: A total of 213 articles were selected for this study, and a descriptive analysis of the period and journals was conducted, as well as the analysis of research topics and keywords from the perspective of marketing strategy factors and performance factors. Findings: A total of 213 articles related to healthcare marketing have been published in the last 27 years. The descriptive analysis showed a steady quantitative increase, but the STP field showed a decreasing trend, and many papers were mainly published in the Korean Journal of Hospital Management. According to the analysis of research topics and keywords, STP field will be hard to become an active research topic in the future, and even in the 7P field, only Product, People, and Process can be researched according to medical law regulations, and other factors such as PX & WOM, CRM, and the Internet fields are expected to be research topics. Implications: Through the analysis of research trends over the past 27 years, we were able to identify the specificity of the healthcare marketing field in Korea and suggest future research directions based on this.

Keywords

References

  1. Parasuraman, A, Zeithaml, VA, Berry, LL. A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing 1985;49(4):41-50. https://doi.org/10.1177/002224298504900403
  2. Cronin, JJ, Taylor, SA, SERVPERF Versus SERVQUAL: Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality. Journal of Marketing 1994;58(1):125-131 https://doi.org/10.1177/002224299405800110
  3. Kim SH. Healthcare Service Marketing: A Review and Future Research Directions. Services Marketing Journal 2008;1(1):127-146
  4. Heo EJ, Jung MS. Analysis of Research Trends in Korean Medical and Nursing Service Marketing. The Journal of Korean Nursing Administration Academic Society 2018;24(4):352-363 https://doi.org/10.11111/jkana.2018.24.4.352
  5. Kim WJ, Kim JM, Shin JY, Kim TH, Lee SG. Analysis of research trends in healthcare service marketing. Korean journal of hospital management 2019;24(1):21-35
  6. Chae SI. 4th Edition Marketing. B&M Books 2009;183
  7. Yoo HS, Ji JH, Kim WJ, Choi HJ, Kim K, Bang KH, et al. Influence of Patient's Satisfaction to Marketing Mix on Trust and Relationship Commitment. The Korean Journal of Health Service Management 2013;7(3):137-147
  8. Sreenivas T, Srinivasarao B, Srinivasa Rao U. 7Ps in corporate hospitals - Administrators' perspective. African Journal of Business Management 2013;7(43):4363-4379
  9. Heo EJ, Jung MS. Analysis of Research Trends in Korean Medical and Nursing Service Marketing. The Journal of Korean Nursing Administration Academic Society 2018;24(4):352-363 https://doi.org/10.11111/jkana.2018.24.4.352
  10. Kim SH. Healthcare Service Marketing: A Review and Future Research Directions. Services Marketing Journal 2008;1(1):127-146
  11. Heo EJ, Jung MS. Analysis of Research Trends in Korean Medical and Nursing Service Marketing. The Journal of Korean Nursing Administration Academic Society 2018;24(4):352-363 https://doi.org/10.11111/jkana.2018.24.4.352
  12. Kim WJ, Kim JM, Shin JY, Kim TH, Lee SG. Analysis of research trends in healthcare service marketing. Korean journal of hospital management 2019;24(1):21-35
  13. Chae SI. 4th Edition Marketing. B&M Books 2009;183
  14. McCarthy, KF, Jinnett, K. A new framework for building participation in the arts. Santa Monica, CA. RAND 2001. www.rand.org/publications/MR/MR1323
  15. Rafiq, M, Ahmed, PK. Using the 7Ps as a generic marketing mix: An exploratory survey of UK and European marketing academics. Marketing Intelligence & Planning 1995; 13(9): 4-15. https://doi.org/10.1108/02634509510097793
  16. Bitner, MJ, Fisk, RP, Brown, SW. Tracking the evolution of the services marketing literature. Journal of Retailing 1993;69(1): 61-103. https://doi.org/10.1016/S0022-4359(05)80004-1
  17. Mindak, WA, Fine, S. A fifth 'P': Public relations". In Donnely, J. H. and George, W. R. (Eds). Marketing of services (pp. 71-73). Chicago, IL. American Marketing Association.
  18. Renaghan, L. P. ''A new marketing mix for the hospitality industry.'' Cornell Hotel and Restaurant Administration Quarterly 1981: August: 31-5.
  19. Judd, V. C. ''Differentiate with the 5th P: People.'' Industrial Marketing Management 1987; 16: 241-247. https://doi.org/10.1016/0019-8501(87)90032-0
  20. Christopher, M., Payne, A., & Ballantyne, D. (1991). Relationship marketing: Bringing quality, customer service and marketing together.
  21. Booms, Bernard H.; BITNER, Mary J. Marketing Strategies and Organization Structures for Service Firms. Marketing of Services, 1987: 47-51
  22. Cowell, D. The Marketing of Services, Institute of Marketing. The CAM Foundation, 1986.
  23. Kotler, P., & Clarke, R. N. Marketing for health care organizations. Prentice Hall, 1986.
  24. Sorochak, O., Mikhalyuno, Yu. Approaches to the formation of a system of indicators of the competitiveness of health care institutions. Enterprise economics: modern problems of theory and practice: Materials of the eighth international science and practice conf. Odesa 2019:40-41
  25. Napirah, M. R., & Rau, M. J. The Relationship Between Marketing Mix and Patient Loyalty in Intensive Care Unit, Anutapura Public Hospital Palu. Public Health of Indonesia 2016:2(3):125-137 https://doi.org/10.36685/phi.v2i3.81
  26. Djawoto, D., & Soekotjo, H. Effect of service marketing mix on hospital selection mediated with brand image on hospital's outpatients. International Journal of Economics, Business and Accounting Research (IJEBAR) 2020: 4(4): 1207-1214
  27. Chana, P., Siripipatthanakul, S., Nurittamont, W., & Phayaphrom, B. Effect of the service marketing mix (7Ps) on patient satisfaction for clinic services in Thailand. International Journal of Business, Marketing and Communication, 2021:1(2): 1-12.
  28. Rahmanto, D., Sumarwan, U., & Zulbainarni, N. Influence of Relationship Marketing on Customer Loyalty (Case Study of Midwives Patient Referral in Bekasi Regency), International Journal of Research and Review 2022:9(7):646-659.
  29. Yuliantine, T., Indasah, I., & Siyoto, S. Analysis of marketing mix characteristics of marketing factor 7P (Product, Price, Place, Promotion, People, Process, Physical Building) to patient satisfaction of inpatient patient hospital Muhammadiyah Ahmad Dahlan Kediri City. Journal for Quality in Public Health 2018:1(2):50-57. https://doi.org/10.30994/jqph.v1i2.17
  30. Yaghoubian, S., Jahani, M. A., YazdaniCharati, J., & Mahmoudi, G. The role of marketing mix (the 7 Ps) in patients' attitudes to Iranian hospitals based on their kind of ownership (case study in Iran). International journal of healthcare management 2018;1-5.
  31. Abedini, E., Abedi, G., Barzegari, H., Foladi, S., & Ganjali, A. The role of mixed marketing elements (7Ps) in patients' tendency to the public and private hospitals from the perspective of patients and nurses. Afinidad 2014; 80(565):47-53.
  32. Yaghubian, S., Mahmoudi, G., & Tiji, M. J. Effect of marketing mix (7 Ps) on patients' tendency to University and social security hospitals in Mazandaran. Biosci Biotechnol Res Commun 2016; 9(4): 776-782. https://doi.org/10.21786/bbrc/9.4/29
  33. Yoo HS, Choi HJ, Yi SC, Cho HJ, Kim K, Ji JH, Bang KH, Kim WJ. Influence of Patient's Satisfaction to Marketing Mix on Trust and Relationship Commitment. Korea Society of Health Service Management 2013;7(3): 137-147.
  34. Chana, P., Siripipatthanakul, S., Nurittamont, W., Phayaphrom, B. Effect of the service marketing mix (7Ps) on patient satisfaction for clinic services in Thailand. International Journal of Business, Marketing and Communication 2021; 1(2): 1-12.
  35. Siripipatthanakul, S., & Chana, P. Service marketing mix (7Ps) and patient satisfaction in clinics: A review article. International of Trend in Scientific Research and Development 2021; 5 (5): 842-850.
  36. Yoo HS, Choi HJ, Yi SC, Cho HJ, Kim K, Ji JH, Bang KH, Kim WJ. Influence of Patient's Satisfaction to Marketing Mix on Trust and Relationship Commitment. Korea Society of Health Service Management 2013; 7(3): 137-147
  37. Djawoto, D. Soekotjo, H. Effect of service marketing mix on hospital selection mediated with brand image on hospital's outpatients. International Journal of Economics, Business and Accounting Research (IJEBAR) 2020;4(4):1207-1214.
  38. Lee HY, Jung K. Hospital marketing strategies in competitive era: positioning and patient satisfaction strategies. Korean J Health Policy Adm 1995; 5(2): 127-154.
  39. Kim W, Kim JM, Shin, J, Kim TH, Lee SG. Analysis of research trends in healthcare service marketing. Korea Journal of Hospital Management 2019; 24(1): 21-35.
  40. Park SH, Lee WK. Task Assignment and Assessment based on Hierarchical Knowledge Structure as a Reference Model. Journal of Information Technology and Architecture 2011; 8(4): 395-401.
  41. Park JH. Improvement measures for marketing based on agricultural management. Yonsei Business Review 1963; 1(1), 1-8.
  42. Lee JH. Changes in marketing approaches. Yonsei Business Review 1963; 1(1): 55-65.
  43. Joo WH, American Marketing and Our Path, Journal of the Korean Ceramic Society 1967; 4(1): 71-72.
  44. Cho GS, Seo SM, Lee YW, Cho HC, Hwang CG, Lim JW, Case study on Marketing Frontier Award winning companies, Marketing Research 1993; 8(1):145-190.
  45. Kim SY. A case study on the advancement of medical tourism in Korea. Korean Consumption Culture Association 2011; 14(4):55-76.
  46. Jang W, Kim KA, Lee KH. Success Factors and Marketing Strategies of Bumrungrad Hospital. The Korean Journal of Health Service Management 2011; 5(2): 209-226. https://doi.org/10.12811/kshsm.2011.5.2.209
  47. Choi HH, Kim YM, Lee BJ. A study on MPR Strategy of Medical Tourism Business - Focused on Case Analysis of 「Bumrungrad International Hospital」 in Thailand and 「Wooridul Hospital」 in Korea -. Asia pacific journal of business review 2014; 8(1):33-42, https://doi.org/10.18014/hsmr.2014.8.1.33
  48. Sheridan, DR. The health care industry in the marketplace: implications for nursing. JONA: The Journal of Nursing Administration 1983; 13(9): 36-43 https://doi.org/10.1097/00005110-198309000-00008