Fahira Latifah Azmi, Anni Rahimah, Andriani Kusumawati, Sartika
This study explores the evolving role of digital marketing strategies in the healthcare industry in relation to digital adoption aimed at improving patient care, accessibility, and service efficiency. As digital transformation reshapes healthcare systems, marketing approaches must adapt to new technological contexts. Using a systematic literature review, this study analyzes 30 empirical articles from over 15 Scopus-indexed journals. The findings show growing academic interest, with publication activity peaking in 2023. The United States and the United Kingdom emerge as the most productive countries, while institutions such as Harvard University contribute prominently. The review indicates that digital marketing in healthcare is increasingly linked to innovations including artificial intelligence, social media engagement, and personalized health services. These strategies enhance patient engagement and strengthen the visibility and competitiveness of healthcare providers. However, significant challenges persist, particularly data privacy risks, ethical concerns, and inequalities in digital access. This study provides both practical and theoretical insights for scholars and practitioners, highlighting the importance of aligning marketing technologies with patient-centered values. It underscores the need for continued research on responsible integration of digital marketing in healthcare. Future studies are encouraged to explore theoretical frameworks and robust methods to support effective and ethical digital marketing in healthcare. © 2026 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
Business Administration Department, Faculty of Administrative Sciences, Universitas Brawijaya, Malang, Indonesia
