Trends in pharmaceutical marketing and branding research: a bibliometric analysis (2009–2023)

In the competitive pharmaceutical sector, companies focus on improving efficiency and profitability to maintain their market position (Tömöri, Bács, Felföldi, & Orbán, 2022). Digital and AI-based marketing strategies have become essential to achieve this, enabling companies to set competitive prices, penetrate new markets, and maintain a strong media presence (Chaffey & Ellis-Chadwick, 2022; Chornous & Fareniuk, 2021). Pharmaceutical marketing plays a vital role in informing healthcare practitioners about the accessibility, safety, effectiveness, potential risks, and optimal use of medications (Levy, 1994). As digital platforms and AI technology evolve, the pharmaceutical marketing landscape is rapidly transforming, introducing new paradigms for interaction and engagement with healthcare professionals and patients (Verma, Tiwari, & Singh, 2024).

Marketing strategies, when aligned with Booms and Bitner’s 7Ps of the Marketing Mix, can vary depending on factors such as company size, market conditions, brand identity, promotional budgets, and field force capabilities. This highlights the need for quality, consistency, and effective implementation in marketing (Al Thabbah, Almahairah, Naser, Alrawashdeh, & Araidah, 2022; Booms & Bitner, 1981; Khoso, Ahmed, & Ahmed, 2014; Siddiqui & Yadav, 2019). The Indian pharmaceutical market serves as a prime example of how digital tools and AI are revolutionizing traditional marketing approaches, reflecting a broader industry shift towards digitalization as a key element for competitive advantage (WIL Group, 2024).

Bibliometric studies, which use empirical and quantitative methods to analyze research paper distribution over time, are increasingly important in understanding these shifts (Bakker, Groenewegen, & Den Hond, 2005; Lee & Hew, 2017; Okubo, 1997). Bibliometric analysis allows researchers to quantify changes in research fields, uncover publication patterns, and identify key trends (Donthu, Kumar, Mukherjee, Pandey, & Lim, 2021; Zupic & Čater, 2015). Our research, which spans the past 15 years, has revealed a significant gap in bibliometric analysis within pharmaceutical marketing, particularly regarding the influence of digital and AI technologies.

Pharmaceutical marketing refers to the strategic activities pharmaceutical companies undertake to promote their products to healthcare professionals, patients, and regulatory bodies (Levy, 1994). These activities encompass a variety of tactics, including direct marketing to healthcare professionals, digital marketing strategies, and educational outreach to patients (Marcus, 2023). Branding, in this sector, is equally important, focusing on creating a recognizable and trustworthy identity for products and companies, fostering loyalty, and ensuring compliance with regulations (In Blackett & Robins, 2001).

Marketing and branding are critical for ensuring that healthcare providers and patients are well-informed about the benefits and safety of new drugs and therapies (Ventola, 2011). They also contribute to competitive differentiation, which is especially crucial in an industry where innovation and regulatory approvals, which can take several years to complete (Gregorio, 2024). In the digital age, with the rise of AI-driven tools, these strategies have become even more important for fostering personalized patient engagement and improving healthcare outcomes (Chaffey & Ellis-Chadwick, 2022).

This study aims to address the gap in bibliometric research by providing a comprehensive analysis of the evolving nature of pharmaceutical marketing and branding, with a focus on the transformative impact of digital and AI technologies over the past 15 years (2009–2023). It identifies key trends, contributions, and emerging strategies, laying the foundation for future research. The remainder of the paper is organized as follows: Section 2 outlines the methodology, Section 3 presents key findings, Section 4 discusses the results, and Section 5 concludes with recommendations for future research.

This study conducted a detailed bibliometric analysis of pharmaceutical marketing and branding from 2009 to 2023. This period was chosen to capture modern trends, particularly those observed before, during and after the COVID-19 pandemic.

An initial search yielded over 30,000 entries, which underwent a rigorous multi-stage screening process to identify the most relevant articles. The first stage involved title and abstract screening to exclude studies that were irrelevant to the research focus. In the subsequent stage, a full-text review was conducted to ensure alignment with the study’s emphasis on pharmaceutical marketing and branding. To minimize bias, each article was reviewed independently by two reviewers. Any discrepancies were resolved through discussion, resulting in a final dataset of 329 high-quality and relevant articles.

The primary data sources for this study were JSTOR and PubMed, chosen for their accessibility and extensive coverage of pharmaceutical marketing literature. JSTOR provides a wide range of academic journals, particularly relevant to marketing and management research, while PubMed specializes in biomedical and pharmaceutical studies, ensuring a comprehensive overview of marketing within healthcare contexts.

While Scopus and Web of Science are known for their broad global research coverage, they were excluded from this analysis due to access constraints. Future studies should include these databases to broaden the research scope and ensure even more comprehensive coverage of global literature.

The keywords used in the search process included “Pharmaceutical Marketing,” “Pharmaceutical Marketing Strategies,” “Pharmaceutical Brand Building,” “Pharmaceutical Promotion,” and “Pharmaceutical Advertising.” These terms were meticulously selected to ensure the inclusion of all relevant research on marketing and branding strategies within the pharmaceutical industry. Particular emphasis was placed on capturing studies that addressed trends shaped by digital transformation and regulatory changes.

To ensure the relevance and focus of the dataset, specific inclusion and exclusion criteria were applied. The inclusion criteria required studies to be published between 2009 and 2023, written in English, and focused specifically on pharmaceutical marketing or branding strategies. Conversely, the exclusion criteria eliminated studies unrelated to pharmaceutical marketing, such as clinical trials or basic biomedical research. Non-peer-reviewed publications, including news articles and opinion pieces, were also excluded. Additionally, articles published in languages other than English were not considered due to resource constraints.

It is important to note that this research was conducted in September 2023, and as a result, fewer studies from 2023 were included rather than all relevant papers from that year. This timing likely explains the low number of papers from 2023 in the dataset. Furthermore, it was observed that the number of papers meeting the inclusion criteria up to September 2023 was unusually low, which could be attributed to shifting research priorities in the post-pandemic period or other unexplored factors.

This study conducted a comprehensive bibliometric analysis to explore the evolution of pharmaceutical marketing and branding between 2009 and 2023. The analysis focused on identifying key trends, significant contributors, and thematic developments within the field, particularly in the context of technological advancements and the impact of the COVID-19 pandemic.

The analysis examined publication trends to uncover pivotal years marking shifts in scholarly attention, such as the increasing focus on digital marketing strategies post-2020. Additionally, the study assessed the contributions of key journals and authors, evaluating their influence in shaping discourse on pharmaceutical marketing and branding. The institutional affiliations of contributing authors were also mapped to identify leading research centers and academic institutions that have significantly driven innovation in the field.

Through keyword co-occurrence analysis, the study highlighted recurring topics and emerging trends, providing a clear understanding of the evolving priorities in pharmaceutical marketing research. This approach also facilitated an examination of international co-authorship networks, shedding light on the collaborative efforts and global interconnectedness.

By employing these quantitative measures, the study offers a detailed understanding of the field’s trajectory over the last 15 years, with particular emphasis on the ways in which digitalization and the pandemic have influenced research directions and marketing strategies.

Our analysis revealed notable peaks in publication activity in 2009 and 2014, with 38 and 37 publications, respectively. These peaks align with significant industry developments, such as the FDA's introduction of new marketing guidelines for pharmaceuticals in 2009 and the rapid expansion of digital marketing strategies in the industry (Hugar & Sab, 2020). The 2014 peak could be attributed to regulatory changes, including implementing stricter compliance standards in pharmaceutical marketing, which prompted increased scholarly attention to ethical practices and promotional strategies (Shaw & Whitney, 2016).

The decline in publications over the past four years likely reflects the shifts in research focus caused by the global COVID-19 pandemic. This redirected scholarly attention towards pandemic-related healthcare and the role of digital health interventions (Ayati, Saiyarsarai, & Nikfar, 2020; Kessel, Kyriopoulos, Wong, & Mossialos, 2023).

Figure 1 illustrates these trends, providing a year-by-year overview of research paper distribution, underscoring the fluctuating scholarly interest in this field. Understanding these temporal trends is crucial for grasping the evolution of pharmaceutical marketing and branding, aligning with our study's aim to map out the landscape of academic contributions in this domain.

This study analyzed 329 papers across 186 journals published between 2009 and 2023, identifying key journals that significantly shaped pharmaceutical marketing and branding research. The top five journals collectively account for 63 of the total publications, underscoring their influential role in this domain.

The British Medical Journal (BMJ), with an impact factor of 7.776, stands out as a leading platform for high-quality medical research. Its influence extends to pharmaceutical marketing through its focus on clinical practices, regulatory updates, and healthcare policies, which directly impact marketing strategies (Journal Citation Reports). BMJ’s role in covering topics such as direct-to-consumer advertising and the ethics of pharmaceutical promotion, positioning it as a key driver in the ongoing discussions about regulatory compliance in marketing.

BioMed Central (BMC), known for its open-access model, includes journals like BMC Medicine, which has an H-index of 120, indicating a broad citation reach in biomedical research as indexed by Scopus. BMC journals have contributed significantly to pharmaceutical marketing research, particularly through studies on patient engagement, healthcare communication, and the growing use of digital platforms in marketing strategies. The open-access nature of BMC has facilitated wider dissemination of cutting-edge research, driving innovations in the pharmaceutical marketing and healthcare communication.

The European Journal of Health Economics, with an impact factor of 2.873, provides vital insights into the economic aspects of healthcare, including cost-effectiveness and pricing strategies, which are critical to pharmaceutical marketing. This journal has played a crucial role in bridging the gap between economic theory and practical marketing strategies, especially in response to the evolving pricing regulations in the pharmaceutical sector.

PLOS One, with an impact factor of 3.240, is known for its multidisciplinary approach, making significant contributions to the understanding of pharmaceutical marketing across various fields, including technology adoption and digital transformation. The journal’s accessibility and wide readership have made it instrumental in disseminating research on how digital and AI tools are reshaping marketing approaches, particularly post-COVID-19.

Economic and Political Weekly (EPW), with an impact factor of 1.059, offers unique insights into the broader economic and policy landscape, which influences pharmaceutical marketing. By addressing issues such as healthcare regulations, intellectual property rights, and market access, EPW plays a pivotal role in understanding how external factors such as government policies and economic shifts affect pharmaceutical branding strategies.

The prominence of these top five journals, as illustrated in Figure 2, underscores their critical role in shaping the research agenda in pharmaceutical marketing. Their influence is closely tied to pivotal regulatory changes, technological advancements, and shifts in healthcare policies. These journals not only serve as major platforms for scholarly discourse but also reflect the diversity and global reach of research within the field. By facilitating discussions on both theoretical and practical applications, they have significantly influenced the evolution of marketing strategies, particularly in response to global trends such as the rise of digital marketing and increased regulatory scrutiny. Their collective contributions highlight the dynamic interplay between academic research and real-world practices in the pharmaceutical industry.

The geographical distribution of the 329 analyzed papers highlights significant global trends in pharmaceutical marketing and branding research from 2009 to 2023. North America, particularly the United States of America (USA), leads with a substantial number of publications, signifying its dominant role in the pharmaceutical market and research. This prominence aligns with North America's extensive research infrastructure and influential pharmaceutical industry position. Asia, ranking second, indicates its emerging role in research and development, highlighting the shift towards emerging markets, especially in countries like India and China.

This rise showcases Asia's growing investment in healthcare and pharmaceutical research. Europe's steady contribution mirrors its consistent academic and industrial capabilities in pharmaceutical research, with notable contributions from the United Kingdom (UK) and Germany. Though smaller, the contributions from Australia, South America, and Africa represent the expanding scope of pharmaceutical research and the potential for growth in these regions. This continent-wise distribution underscores the global nature of pharmaceutical marketing research. It highlights the need for increased research collaboration and support, especially in less-represented regions.

The global distribution of pharmaceutical marketing and branding research spans publications from 49 countries between 2009 and 2023. This wide-reaching survey underscores the geographical diversity and extensive global influence of this academic field. The landscape of pharmaceutical marketing research is notably diverse, with contributions from numerous countries highlighting the universal relevance and applicability of pharmaceutical marketing strategies across regions. The study reveals significant research outputs from nations with robust pharmaceutical sectors while also bringing to light emerging contributions from developing countries, signaling a global shift in focus areas within pharmaceutical marketing research. This section examines the significance of these country-wise contributions and how they shape global research trends, foster international collaborations, and enrich the field with varied perspectives and approaches.

This section highlights the geographical contributions to pharmaceutical marketing research, focusing on the origins of the most prolific authors. The USA leads the field by contributing 170 papers, reflecting the country's robust research infrastructure, significant investment in pharmaceutical R&D, and the presence of leading academic and industry entities.

India follows with 32 papers, highlighting its growing influence in pharmaceutical research, driven by its expanding pharmaceutical industry and focus on healthcare innovation. Other significant contributors include the UK, Canada, Australia, Germany, Pakistan, Turkey, Italy, China, and the Netherlands, demonstrating the global scope of pharmaceutical marketing studies. Notably, the combined contributions from authors in the USA and India account for over half of the total publications, underscoring their dominant role in shaping research in this field.

This geographic distribution offers valuable insights into global trends and focal areas, highlighting the diverse perspectives within pharmaceutical marketing research.

This section presents the results of a VOSviewer network analysis, which illustrates international collaborations in pharmaceutical marketing research. The analysis highlights key academic partnerships across borders, showing clusters of countries frequently collaborating in this field.

The largest cluster includes the USA, Italy, and Brazil, indicating strong research ties among these nations. The central role of the USA in these collaborations underscores its significant influence on global research efforts. Additionally, the involvement of countries like Italy and Brazil reflects their growing importance in pharmaceutical marketing research. Overall, this global collaboration map reveals the value of international partnerships in advancing the field. By connecting researchers from different countries, it fosters the exchange of diverse perspectives and expertise, helping address shared challenges in pharmaceutical marketing.

Figure 3 showcases the leading authors significantly contributing to pharmaceutical marketing and branding research. This analysis focuses on authors with more than two primary publications, identifying the top six who have been instrumental in shaping the field.

Figure 4 illustrates the leading primary authors significantly contributing to pharmaceutical marketing and branding research. This analysis focuses on authors with more than two primary publications, identifying the top six who have been instrumental in shaping the field.

Among them, Professor Tim K. Mackey stands out for his wide-ranging impact on pharmaceutical marketing. At the same time, Jeremy A. Greene has made notable contributions through his research on healthcare systems and policy. These key figures and the others listed in the figure have been pivotal in advancing academic understanding and shaping regional developments and global perspectives in pharmaceutical marketing. This section highlights the importance of individual scholarly contributions, demonstrating how the work of these authors influences the broader narrative of pharmaceutical marketing research.

Figure 5 highlights the most influential co-authors in pharmaceutical marketing research. This analysis, derived from examining 329 papers contributed by 744 authors and co-authors, identifies individuals who have collaborated on multiple publications, underscoring their role in advancing the field through teamwork.

Figure 6 provides a network-level perspective by illustrating the international co-authorship network, showcasing connections between authors from different countries and institutions.

Aaron S. Kesselheim and Bryan A. Liang are noted for their collaborative research in pharmaceutical marketing, emphasizing the value of teamwork in this field. Jeremy A. Greene and Barbara Mintzes closely follow Tim K. Mackey and Joel Lexchin. These pairings represent a blend of diverse expertise and perspectives, contributing significantly to the field's richness and depth of research. The presence of these leading co-authors from various backgrounds and institutions points to the importance of collaborative networks in pharmaceutical marketing research. Such collaborations enrich the quality of research and foster the exchange of ideas and methods across different geographic and academic landscapes. This co-authorship ranking highlights the interconnected nature of modern research efforts. It emphasizes the importance of collaborative partnerships in driving pharmaceutical marketing research forward.

In this segment, Figure 7, created using VOSviewer, offers a detailed visualization of the co-authorship patterns within pharmaceutical marketing research. This network map is instrumental in understanding how authors collaboratively contribute to the field.

The map features interconnected circles representing authors, with the size of each circle indicating the extent of an author's collaborative engagements. Larger circles correspond to authors with more extensive co-authorship connections, highlighting their central role in pharmaceutical marketing research collaborations. VOSviewer’s clustering technique, as detailed by Waltman, van Eck, and Noyons (2010), organizes authors into distinct groups based on their co-authorship relationships. Authors within the same cluster typically exhibit stronger collaborative ties, suggesting shared research interests or complementary expertise. These clusters provide insights into how knowledge in pharmaceutical marketing is developed through collaborative efforts, often crossing disciplinary and institutional boundaries. The network map visualizes individual author collaborations and illustrates the broader structure of the research community. It reveals key nodes or authors who act as central figures in the network, often serving as bridges between clusters and facilitating the flow of ideas and research across the field. This co-authorship pattern analysis is crucial for understanding the dynamics of research collaborations in pharmaceutical marketing. It sheds light on the importance of collaborative networks in advancing the field, fostering innovation, and addressing complex research questions through diverse perspectives.

This analysis delves into the academic affiliations of authors from the 329 papers surveyed, highlighting the universities that stand out in their contributions to pharmaceutical marketing and branding research. The University of California, USA, emerges as a leading institution, with its authors contributing 15 papers. This notable achievement reflects the university's strong focus on pharmaceutical research and its commitment to advancing knowledge in this domain. Harvard University, USA, closely follows, showcasing its prestige and influence in the field. The University of Toronto, Canada, also marks its presence among the top contributors, indicating the global scope and international impact of pharmaceutical marketing research. These institutions represent centers of academic excellence and serve as key contributors to the evolving landscape of pharmaceutical marketing and branding studies. Their leading role in producing high-quality research highlights the importance of academic institutions in driving forward the field, fostering innovation, and shaping the future of pharmaceutical marketing strategies. The diverse geographic locations of these top universities underline the global nature of pharmaceutical marketing research. It also points to the wide-reaching influence and collaboration in the field, transcending regional boundaries and fostering a worldwide academic community dedicated to advancing pharmaceutical marketing knowledge.

This section explores the prevalent research themes and topics in pharmaceutical marketing and branding. By analyzing the frequency and co-occurrence of keywords across the 329 papers reviewed, we identified the primary focuses and emerging trends within this field of study.

To provide a focused overview, Table 1 highlights the top 10 most frequently mentioned keywords in the literature. These include terms such as “Pharmaceutical Marketing,” “Direct-to-Consumer Marketing,” and “Pharmaceutical Promotion,” which underscore the foundational aspects of the field. Meanwhile, emerging themes like “Social Media,” “Gift Giving,” and “Medical Ethics” reflect the increasing influence of digital platforms, ethical concerns, and consumer engagement in shaping marketing strategies.

To further contextualize these findings, a cluster analysis of the most frequently occurring keywords was conducted, grouping related terms into broader thematic categories. As detailed in Table 2, this analysis identified four major research clusters. The first cluster, Digital Marketing and AI, captures the adoption of digital tools, artificial intelligence, and personalized marketing strategies, reflecting the technological advancements shaping the field. The second cluster, Regulatory Changes and Compliance, emphasizes the critical role of policy updates, regulatory frameworks, and drug approval processes in guiding marketing practices. Patient Engagement and Education, the third cluster, highlights the growing importance of patient-centric approaches, health education, and enhanced communication strategies in pharmaceutical marketing. The fourth cluster, Post-COVID-19 Strategies, reflects the strategic adaptations necessitated by the pandemic, including telemedicine and remote healthcare solutions.

Together, these tables provide a comprehensive map of the current research landscape, offering valuable insights into dominant themes while simultaneously identifying areas that warrant further exploration. By linking foundational topics with emerging trends, this analysis establishes a robust framework for researchers and practitioners to navigate and contribute to the most impactful areas of pharmaceutical marketing.

This section aims to uncover the dominant themes and topics in pharmaceutical marketing and branding research by thoroughly analyzing keywords, Figure 8, used across 329 papers. This approach helps identify the primary focuses and trends within these studies, offering insights into the evolving landscape of pharmaceutical marketing research.

By examining the frequency and context of specific keywords, we understand the most discussed subjects in the field. This analysis highlights the current priorities of researchers and suggests areas that may require further exploration. For instance, the prevalence of terms related to “digital marketing,” “consumer behavior,” and “regulatory challenges” indicates a shift in focus towards adapting marketing strategies in a digital era and understanding the complexities of pharmaceutical marketing in different regulatory environments. Furthermore, the recurrence of keywords related to “ethical considerations” and “patient engagement” underscores the growing importance of these aspects in pharmaceutical marketing. This trend reflects an increasing awareness of the need for ethical marketing practices and the significance of patient-centric approaches in the industry.

To better understand the evolution of pharmaceutical marketing and branding, we performed a period-wise thematic analysis of the literature from 2009 to 2023. This analysis highlights the key research themes that have emerged in distinct periods, supporting the argument regarding the transition of research towards digital and AI-driven strategies, which has gained momentum in recent years, especially post-COVID-19.

Table 3 presents the distribution of articles across three key periods (2009–2014, 2015–2019, and 2020–2023) and their associated research themes. The period from 2020 to 2023 is labeled as the “Peri-COVID and Post-COVID Era,” encompassing the years during and following the onset of the COVID-19 pandemic. Between 2009 and 2014, research primarily focused on traditional pharmaceutical marketing strategies, regulatory compliance, and ethical considerations in promotional practices, with a strong emphasis on patient education. From 2015 to 2019, there was a noticeable shift toward the integration of digital platforms, social media, and branding strategies aimed at enhancing consumer engagement, along with a growing focus on personalized communication. The 2020–2023 period marked a profound shift toward AI-driven strategies and digital transformation. Research during this time centered on the use of AI technologies, telemedicine, personalized marketing strategies, and addressing data privacy concerns as the industry adapted to the challenges of a socially distanced world.

Our bibliometric analysis highlights a substantial evolution in pharmaceutical marketing and branding, marked by a clear shift towards digital and AI-driven strategies. This transition, particularly driven by the digital surge during and after the COVID-19 pandemic, is evidenced by the significant rise in related publications (see Figure 1). This trend indicates a growing focus in the research community, suggesting an expected increase in scholarly output in these areas. The evolution of the pharmaceutical industry towards Marketing 4.0 and 5.0 demonstrates an increased integration of advanced technologies in marketing strategies. This shift, as evidenced by our findings (see Figure 2), enhances the accessibility of precise and relevant information for healthcare professionals and patients. These advancements facilitate more precise and effective communication, aligning with the broader trend of digital transformation observed in the post-COVID landscape. While Boateng and Owusu Donkor (2022) concentrated on online pharmaceutical marketing, our research provides a more comprehensive perspective by integrating both branding and marketing strategies (Boateng and Owusu Donkor, 2022). This broader approach (see Figure 3) offers a holistic view of the field. It highlights the complex interplay between various marketing tactics and their combined effects on brand perception and consumer behavior, thus contributing to a deeper understanding of the evolving landscape.

The decline in publications over the past four years, as observed in our study (see Figure 1), correlates with the global impact of the COVID-19 pandemic. This period of disruption acted as a catalyst for significant changes in the pharmaceutical industry’s marketing mix, accelerating shifts towards digital and hybrid strategies. This change is characterized by an increased reliance on digital and hybrid strategies, adapting to the new norms of healthcare delivery and pharmaceutical sales. Our study highlights the increasing use of bibliometric analysis in marketing research, demonstrating its effectiveness in uncovering trends and patterns within the field. This methodological approach has proven invaluable for mapping the evolution of pharmaceutical marketing strategies and identifying emerging research areas. Our comprehensive use of bibliometric analysis to explore key themes in pharmaceutical marketing and branding supports the findings of Popa, ŢARCĂ, Bodog, SASU, and ROŞCA (2022). Their study reinforces the value of bibliometric methods as a powerful tool for mapping trends and guiding future research in this evolving field (Popa et al., 2022).

Our bibliometric analysis reveals significant pharmaceutical marketing and branding trends, particularly the shift toward digital and AI-driven strategies. This shift aligns with findings from recent studies highlighting the growing role of technology in marketing approaches. Chaffey and Ellis-Chadwick (2022) discusses how digital transformation has become integral to marketing strategies, emphasizing the integration of digital tools and AI to enhance marketing effectiveness (Chaffey & Ellis-Chadwick, 2022).

Our observation of peaks in publications in 2009 and 2014 reflects significant industry advancements. Our results also highlight the critical roles of top journals, such as the British Medical Journal and PLOS One. The British Medical Journal, with an impact factor of 7.776 (Journal Citation Reports, 2023), and PLOS One, with an impact factor of 3.240 (Journal Citation Reports, 2023), are key platforms for influential research. These journals play a substantial role in shaping research trends and contributing to the field's evolution, as emphasized by Moed (2005), who discusses the importance of high-impact journals in scientific research.

By contextualizing these findings with existing literature, we provide a comprehensive understanding of the evolving landscape of pharmaceutical marketing and branding. This approach highlights how technological advancements and industry shifts influence research trends and practical applications.

For research, this study provides a foundation for future explorations in pharmaceutical marketing and branding. It identifies key contributors and uncovers geographic and thematic trends, steering researchers towards unexplored topics and potential collaborations. Expanding the research landscape to include more diverse databases, languages, and qualitative methodologies can further enrich our understanding of this field. In practice, the insights from this study are invaluable for industry professionals, policymakers, and healthcare practitioners. They offer a strategic perspective on market trends and decision-making processes within pharmaceutical companies and regulatory bodies. An evidence-based approach can guide the development of marketing strategies and policies that are ethically sound and aligned with public health objectives.

While this study provides valuable insights into the trends in pharmaceutical marketing and branding, it is important to acknowledge its limitations. The research focused on articles sourced from JSTOR and PubMed, which may not fully capture the breadth of global research, particularly from non-English-speaking regions. Additionally, this analysis only considered peer-reviewed journal articles published in English, limiting the generalizability of the findings, to non-English literature. Future research could benefit from expanding the scope to include additional databases, such as Scopus or Web of Science, and incorporating studies in other languages to provide a more comprehensive global perspective.

The findings of this study open several avenues for future research in pharmaceutical marketing and branding. First, there is a need to broaden the scope of analysis by extending the study period to capture evolving trends and developments. Incorporating additional databases and languages will allow for a more comprehensive global understanding, while including unpublished articles, dissertations, and theses will enrich the dataset with broader insights. Exploring qualitative methodologies, such as interviews and case studies, can offer nuanced perspectives on consumer behavior, market dynamics, and ethical considerations.

Enhancing methodological rigor is also essential for future research. Scholars are encouraged to employ systematic literature reviews, meta-analyses, and theoretical frameworks, which will facilitate rigorous data synthesis, analysis, and interpretation. A multidisciplinary approach, integrating fields such as marketing, psychology, sociology, and public health, can yield novel insights and contribute to advancing the theoretical knowledge in pharmaceutical marketing and branding. Collaborations between academia, industry, and regulatory agencies are recommended to co-create knowledge, promote its translation, and address real-world challenges.

To assess the impact of future research, scholars can adopt metrics such as the number of citations, H-index scores, and journal impact factors to measure academic influence. Additionally, practical outcomes, such as policy changes, improvements in patient care, and the adoption of new technologies, can act as indicators of the real-world effectiveness of research. These metrics will provide clearer goals for future studies and ensure that research efforts translate into measurable contributions to pharmaceutical marketing and healthcare practices.

Furthermore, several emerging research avenues warrant exploration. These include investigating topics such as prescription behavior, the role of pharmaceutical sales representatives, corporate reputation management, sustainability and strategies for value-based pricing. Culture-specific research examines the cultural nuances and socio-economic factors influencing consumer behavior and marketing practices across different regions and demographic segments is also crucial.

This bibliometric analysis highlights the evolution of pharmaceutical marketing and branding from 2009 to 2023, with a particular emphasis on the rising significance of digital and AI-driven strategies. Our findings show that the COVID-19 pandemic accelerated this shift, solidifying the role of digital tools in transforming pharmaceutical marketing. High-impact journals such as The British Medical Journal and PLOS One have played key role in disseminating this emerging research.

The study demonstrates the value of bibliometric analysis in mapping trends and identifying influential contributors and institutions. It underscores the increasing importance of personalized marketing, AI, and digital engagement in the pharmaceutical industry, which is set to define future marketing practices.

Future research should explore the application of frameworks such as the Technology Acceptance Model (TAM) to assess digital strategies’ impact. Expanding the scope to include diverse databases, languages, and qualitative methodologies will enrich global research. Collaboration across marketing, data science, and healthcare professionals will be key to leveraging digital tools while addressing challenges such as data accessibility and privacy.

This study offers a foundation for understanding the evolution of pharmaceutical marketing and provides insights into areas ripe for future exploration. Researchers are encouraged to target high-impact journals and foster global collaboration to address gaps and advance the field in the digital age.