EXAMINING THE EFFECTS OF COVID-19 ON HEALTH SERVICES MARKETING RESEARCH WITH A BIBLIOMETRIC ANALYSIS

Aim: The Covid-19 pandemic has triggered serious socio-economic, social, and political crises as well as an important public health crisis in infected countries. The studies in the literature before and after the Covid-19 pandemic were examined with bibliometric analysis method by considering the Coronavirus from the perspective of health services marketing. Thus, the articles written in the field of health care marketing from the past to the present were examined in detail, and it is aimed to contribute to the development of the field and further research Methods: The bibliometric analysis method was used to uncover the current situation in health care marketing and to determine research gaps. Findings: A total of 1669 studies were identified using the keywords "health service and marketing," "health management and marketing," "health marketing," and "healthcare and marketing”. This research examines studies published since 1981, when the first study in health marketing was conducted. Before the Covid-19 pandemic, medical tourism, social marketing, and pharmacovigilance were among the most common keywords used by authors. Conclusion: In the studies carried out during the Covid-19 pandemic, it is seen that the keywords ‘hospitals, marketing communication, machine learning, and artificial intelligence’ are preferred, respectively.

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