1 Department of Pharmacy Practice, JSS College of Pharmacy, JSS Academy of Higher Education & Research, Ooty - 643001, The Nilgiris, Tamil Nadu, India
2 Department of Phytopharmacy and Pharmacognosy, JSS College of Pharmacy, JSS Academy of Higher Education & Research, Ooty - 643001, The Nilgiris, Tamil Nadu, India
3 Department of Emergency Medicine, Govt. Medical College & Hospital, Ooty - 643001, The Nilgiris, Tamil Nadu, India
* Corresponding Author: Dr. S. Ponnusankar. Email: ponnusankarsivas@gmail.com
This bibliometric analysis examines the evolution and impact of pharmaceutical marketing, emphasizing its role in shaping healthcare innovation and industry practices. Utilizing data from PubMed and Scopus, the study analyzes 2,981 articles, identifying key trends, themes, and collaborative networks in pharmaceutical marketing research. Results indicate a substantial growth in publications, peaking between 2013 and 2018, driven by regulatory advancements and marketing innovations. Core themes include patient compliance, drug efficacy, regulatory adherence, and cost-effectiveness, reflecting the industry's shift towards evidence-based, patient-centric marketing strategies. The network analysis highlights prominent contributors like McMaster University and Karolinska Institutet as hubs of global collaboration, with keyword co-occurrence revealing critical topics such as clinical trials, patient safety, and risk assessment. The study underscores the intertwined nature of marketing with regulatory, economic, and ethical dimensions, advocating for strategic integration of these aspects to optimize healthcare outcomes. While limited by database scope and reliance on quantitative methods, the research provides actionable insights for aligning marketing strategies with public health goals and regulatory standards. Future studies should explore digital transformation, regional perspectives, and the long-term impact of marketing on patient outcomes. This analysis underscores the strategic role of pharmaceutical marketing in fostering innovation, ensuring compliance, and enhancing patient trust in an increasingly scrutinized industry.
Key Words: Pharmaceutical marketing, healthcare innovation, patient compliance, drug efficacy, regulatory adherence, and evidence-based strategies are key themes in the evolution of industry practices.
How to cite this article: Jayaseelan J, Yuvaraj J, Sukirtha GB, Nikethen GS, Dhanabal SP, Balasubramaniam V, Ponnusankar S. Global Trends in Pharmaceutical Marketing: A Bibliographic Analysis. Int J Drug Deliv Technol. 2026;16(4): 238-248. DOI: 10.25258/ijddt.16.4.27
Source of support: Nil.
Conflict of interest: None