Partial Bibliometric Analysis of Academic Studies in the World and Turkey on Brand Issue in the Health Services Sector

Abstract

The global health sector continues its economic growth and has a total GDP of 7.3 quadrillion dollars. It is observed that developed countries, which are also included in the OECD, allocate close to 15% of their expenditures to the health sector. It can be said that the increase in health services, the increase in the transition of health services from the public to the private market, and the desire of people to be healthy lie on the basis of the breakthrough shown by the health sector, especially after the 2000’s. In this direction, health services have started to benefit from marketing services by expanding the mission of keeping people healthy. The product (service), price, distribution and promotion efforts were separated in the health service classification and the marketing process of health services started in this direction. However, hospitals, practices, clinics and other organizations providing health services have realized that while they are carrying out their marketing efforts, they also need to focus on branding and branding efforts, which is another instrument of marketing. In this direction, both public institutions and private institutions have carried out a number of studies to create and develop brand values. However, the fact that this effort is mostly managed by external support creates a financial burden especially on health institutions and health workers. It has been noted that most of the sector institutions and employees who try to advertise on social media today mostly make this effort without creating a brand identity. At this point, a need has arisen especially for the guidance of the academic community. This study has tried to shed light on the number of studies carried out on the brand in the health services sector in academic databases with both frequency (f) and percentage (%) and to offer some solution suggestions.