Trends in Pharmaceutical Marketing and Branding Research: A Bibliometric Analysis (2009-2023)

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.本研究针对药物营销与品牌化研究领域开展全面文献计量分析，聚焦2009年至2023年这一近15年的变革性发展阶段。本研究以JSTOR与PubMed数据库收录的329篇学术论文为分析样本，深入探究该领域的演进脉络，重点揭示其显著的研究转向与趋势特征，尤其关注新冠疫情期间及疫情后的行业变化。分析结果显示，2009年与2014年是该领域研究活动的关键节点，《英国医学期刊（The British Medical Journal）》为该领域的核心刊载平台。研究同时指出，美国与加利福尼亚大学为该领域贡献了大量顶尖学术成果，乔尔·莱克辛（Joel Lexchin）是该领域的代表性研究者。本研究针对药物营销策略的演进提出了创新性见解，尤其是在数字化与人工智能（AI）快速发展的背景下，凸显了该领域的动态发展属性。通过系统剖析合著网络与关键词出现频次，本研究对该领域的合作格局与主题分布实现了精细化解读。本研究不仅梳理了药物营销与品牌化研究领域的历史与当下发展全貌，更为未来研究方向搭建了坚实基础，同时凸显了该领域对数字化转型的日益重视，以及在这一持续演进的研究领域中开展深入探索的必要性。