Digital Health Marketing – Towards Interdisciplinary Cointegration and Evolution
Digital health refers to any technology that is electronic in nature and that is used to store, communicate, or process health related information. When used properly, digital health can be used to improve health care access, empower patients’/consumers’ control over their health, improve the operational efficiency of any business processes related to health care, and to promote the rational, safe, and effective use of health care and pharmaceutical goods and/or services. The use of digital health also creates concerns related to provider ethics, the use of artificial intelligence in clinical decision-making, and patient privacy, among a host of other possible concerns.
Digital health is an extremely vast, inter-disciplinary area of inquiry, with broad applicability to marketing professionals, researchers, and policy-makers. While digital health has been growing in importance over the past 30 years, the COVID-19 pandemic rapidly accelerated the use and importance of digital health. That acceleration has created substantial gaps in the marketing research and policy literature related to improved use of digital health in marketing, and where the use of digital health is expected to grow over the next decade.
List of topic areas
- Meta-analyses and other structured research methodologies that synthesize the literature at the intersection of digital health and health care and/or pharmaceutical marketing.
- Identify new and evolving ethical concerns related to the use of digital health in pharmaceutical and health care marketing.
- Evaluate the effectiveness of new digital health marketing technologies using existing marketing research tools.
- Develop new marketing research tools to evaluate new or existing digital health technologies.
- Identify and evaluate managerial and policy issues that will be of primary concern to health and pharmaceutical marketers over the next 10 years.
Submissions Information
Submissions are made using ScholarOne Manuscripts. Registration and access are available at: https://mc.manuscriptcentral.com/ijphm
Author guidelines must be strictly followed. Please see: https://www.emeraldgrouppublishing.com/journal/ijphm
Authors should select (from the drop-down menu) the special issue title at the appropriate step in the submission process, i.e. in response to ““Please select the issue you are submitting to”.
Submitted articles must not have been previously published, nor should they be under consideration for publication anywhere else, while under review for this journal.
Key deadlines
Opening date for manuscripts submissions: 01/11/2025
Closing date for manuscripts submission: 30/06/2026
Guest editors
Dr. Daniel Friesner, University of Akron, USA, dfriesner@uakron.edu
Dr. Swapnarag Swain, Indian Institute of Management Bodh Gaya, India, swapnarag.s@iimbg.ac.in
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