Selling health or communicating care? A bibliometric mapping of health marketing communications

This study examines the development of health marketing communications research through a bibliometric analysis of 171 articles indexed in Scopus within the Business, Management, and Accounting domain. Using Bibliometrix and Biblioshiny, the study maps publication trends, influential sources, collaboration patterns, and thematic development. The findings show that the field is anchored in health communication, health marketing, and social marketing, while stronger thematic streams have emerged around persuasion, message framing, prevention-oriented communication, and co-design. The study also highlights underdeveloped areas related to digital health, cultural context, and health equity, offering a foundation for future research in health marketing communications.