In The Digital Age, Branding for Sustainable Healthcare

Healthcare branding is increasingly central to reputation, trust, and service quality. This PRISMA-guided systematic review synthesizes 34 peer-reviewed studies (2019–2025) identified from Scopus and related sources. Findings show dominance of quantitative designs using SEM/PLS-SEM, rising digital and AI-driven branding, and hospital-focused contexts, with growing attention to telemedicine and medical tourism, especially in developing countries. Bibliometric mapping (VOSviewer) and thematic analyses consolidate key theories, Brand Equity, Service Quality, Brand Trust, and Smart/Digital Branding. We outline gaps in qualitative evidence, cross-cultural comparisons, and explainable AI, and practical implications for strategies aligned with SDGs 3, 10, and 17.