Overview of Healthcare Marketing in the United Kingdom: A Literature Analysis
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2024-01-31
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Abstract
The following article presents a systematic literature review on one of the most relevant concepts in the field of strategic planning, marketing, and its application in healthcare companies, covering scientific production from 2018 to 2023. The aim was to identify and characterize the literature, highlighting the most used types of marketing, the studied populations, and the addressed topics. The systematic review protocol outlined in (García-Peñalvo, 2022) was followed, using keywords aligned with medical descriptors (DECS/MeSH). The PRISMA tool was utilized, and after collecting the information, content analysis was conducted with ATLAS.ti 23 for categorization, coding, and category creation following (Strauss, 2002). This study concluded that one of the most used types of marketing is social marketing, followed by digital marketing. Additionally, it was observed that the studied population focuses on student and youth segments, with mental health and childhood obesity being the main topics addressed. Some authors of similar studies found similarities in the findings of this research.
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How to Cite
Andrade-Díaz, K. V., Caipe, A. M., & Arias-Rios, J. A. (2024). Overview of Healthcare Marketing in the United Kingdom: A Literature Analysis. Journal of Economic and Social Science Research, 4(1), 210-229. https://doi.org/10.55813/gaea/jessr/v4/n1/95
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Watson, E. E., & Minns Lowe, C. J. (2023). Exploring the business skills, experiences and preparedness of UK-based private physiotherapists when establishing and developing a physiotherapy business: A hermeneutic phenomenological study. Musculoskeletal Science and Practice, 63, 1–8. https://doi.org/10.1016/J.MSKSP.2022.102694
Wood, G., Goodyear, V., Adab, P., Al-Janabi, H., Fenton, S., Jones, K., Michail, M., Morrison, B., Patterson, P., Sitch, A. J., Wade, M., & Pallan, M. (2023). Smartphones, social Media and Adolescent mental well-being: the impact of school policies Restricting dayTime use—protocol for a natural experimental observational study using mixed methods at secondary schools in England (SMART Schools Study). BMJ Open, 13(7), e075832. https://doi.org/10.1136/BMJOPEN-2023-075832
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Alderwick, H., & Dixon, J. (2019). The NHS long term plan. BMJ, 364. https://doi.org/10.1136/BMJ.L84
Andrade Díaz, K. V, Cabezas Angulo, A. G., Osuna, J. V., Lopez Mallama, O. M., & Salazar Villegas, B. (2024). El Marketing en las Empresas de Salud en Colombia. Ciencia Latina Revista Científica Multidisciplinar, 8(1), 4137–4152. https://doi.org/10.37811/cl_rcm.v8i1.9760
Caballero Uribe, C. V., & Alonso, L. M. (2008). Marketing en salud. Salud Uninorte Barranquilla . http://www.elheraldo.com.co/ELHERALDO/
Caballero-Uribe, C. V., & Alonso, L. M. (2008). Marketing en salud. Revista Salud Uninorte. http://www.scielo.org.co/scielo.php?script=sci_arttext&pid=S0120-55522008000200001
Caipe Guilombo, A. M., & Arias Ríos, J. A. (2024). Revisión Sistemática del Marketing en Salud en el Reino Unido.
Fenton, A., Heinze, A., Osborne, M., & Ahmed, W. (2022). How to Use the Six-Step Digital Ethnography Framework to Develop Buyer Personas: The Case of Fan Fit. JMIR Formative Research, 6(11), e41489. https://doi.org/10.2196/41489
Forja-Pena, T. (2022). Engagement de los ministerios de sanidad español, inglés y alemán en TikTok. Universitas, 36, 173–194. https://doi.org/10.17163/UNI.N36.2022.07
García-Peñalvo, F. J. (2022). Desarrollo de estados de la cuestión robustos: Revisiones Sistemáticas de Literatura. Education in the Knowledge Society (EKS), 23, e28600–e28600. https://doi.org/10.14201/EKS.28600
Hermans, A. M. (2023). Watermelons, Syringes, and Regulation: Instagram Marketing by Cosmetic Clinics in the UK and the Netherlands. Aesthetic Plastic Surgery, 47(5), 2179–2189. https://doi.org/10.1007/S00266-023-03420-0/TABLES/2
Lauber, K., Hunt, D., Gilmore, A. B., & Rutter, H. (2021). Corporate political activity in the context of unhealthy food advertising restrictions across Transport for London: A qualitative case study. PLOS Medicine, 18(9), e1003695. https://doi.org/10.1371/JOURNAL.PMED.1003695
Ministerio de Asuntos Exteriores, U. E. y C. (2024). Reino Unido, Ficha país.
Monferrer Tirado, D. (2013). Fundamentos del marketing. Fundamentos Del Marketing. https://doi.org/10.6035/SAPIENTIA74
Montes, R. J. (2018). El marketing en las empresas de servicios de la salud. 15, 151–161. https://doi.org/10.23857/pc.v3i1.391
Paramo Morales, D. (2016). Una aproximación al marketing social. http://www.scielo.org.co/scielo.php?script=sci_arttext&pid=S1657-62762016000200001
Parsons, K., Payne, S., Codling, S., & Murphy, M. (2023). A reflection on the co-design approach to the development of the Medway Can campaign; a whole systems approach to obesity prevention using COM-B. Health Marketing Quarterly. https://doi.org/10.1080/07359683.2023.2235501
Ponsford, R., Bragg, S., Meiksin, R., Tilouche, N., Van Dyck, L., Sturgess, J., Allen, E., Elbourne, D., Hadley, A., Lohan, M., Mercer, C. H., Melendez Torres, G. J., Morris, S., Young, H., Campbell, R., & Bonell, C. (2022). Feasibility and acceptability of a whole-school social-marketing intervention to prevent unintended teenage pregnancies and promote sexual health: evidence for progression from a pilot to a phase III randomised trial in English secondary schools. Pilot and Feasibility Studies, 8(1), 1–15. https://doi.org/10.1186/S40814-022-00971-Y/TABLES/7
Priego Álvarez, H. R. (2015). Mercadotecnia en salud, aspectos básicos y operativos.
Sánchez-Sagrado, T. (2016). La atención primaria en el Reino Unido. Medicina de Familia. SEMERGEN, 42(2), 110–113. https://doi.org/10.1016/J.SEMERG.2015.07.013
Sandhu, S., Wilson, E., & Chattopadhyay, K. (2023). Perceptions and Experiences of Undergraduate Students Regarding Social Media as a Tool for Government COVID-19-Related Messages: A Qualitative Study in Nottingham, UK. International Journal of Environmental Research and Public Health 2023, Vol. 20, Page 6903, 20(20), 6903. https://doi.org/10.3390/IJERPH20206903
Suárez Lugo, N. (2015). Enfoque social de la mercadotecnia y los desafíos de la cobertura universal en salud. Revista Cubana de Salud Pública, 41, 0–0. http://scielo.sld.cu/scielo.php?script=sci_arttext&pid=S0864-34662015000500010&lng=es&nrm=iso&tlng=es
Thomas, R. L., Alabraba, V., Barnard, S., Beba, H., Brake, J., Cox, A., Bowker, R., Edwards, D., Epps, A., Fletcher-Salt, T., Holmes, P., Kar, P. S., Kausar, N., Kelly, B., Leveridge, M., Newland-Jones, P., Ng, S. M., Puttana, A., & Stewart, R. (2023). Use of Social Media as a Platform for Education and Support for People With Diabetes During a Global Pandemic. Journal of Diabetes Science and Technology, 17(2), 353–363. https://doi.org/10.1177/19322968211054862
Watson, E. E., & Minns Lowe, C. J. (2023). Exploring the business skills, experiences and preparedness of UK-based private physiotherapists when establishing and developing a physiotherapy business: A hermeneutic phenomenological study. Musculoskeletal Science and Practice, 63, 1–8. https://doi.org/10.1016/J.MSKSP.2022.102694
Wood, G., Goodyear, V., Adab, P., Al-Janabi, H., Fenton, S., Jones, K., Michail, M., Morrison, B., Patterson, P., Sitch, A. J., Wade, M., & Pallan, M. (2023). Smartphones, social Media and Adolescent mental well-being: the impact of school policies Restricting dayTime use—protocol for a natural experimental observational study using mixed methods at secondary schools in England (SMART Schools Study). BMJ Open, 13(7), e075832. https://doi.org/10.1136/BMJOPEN-2023-075832
Yepes-Nuñez, J. J., Urrútia, G., Romero-García, M., & Alonso-Fernández, S. (2021). Declaración PRISMA 2020: una guía actualizada para la publicación de revisiones sistemáticas. Revista Española de Cardiología, 74(9), 790–799. https://doi.org/10.1016/J.RECESP.2021.06.016