Prescriptions Beyond Pills: A Scientometric Mapping of Pharmacy in Social Marketing and Public Health

Abstract

Background: The expanding role of pharmacies in community health, driven by social marketing, requires careful examination. This study examines the historical environment, analyzing the themes, contributors, and trends that have influenced this dynamic intersection.

Objective: The study uses scientometric analysis to uncover trends in the symbiotic interaction between pharmacy and social marketing campaigns. By identifying contributions, themes, and collaborative networks, this study provides valuable insights for future research and practical applications in the fields of community health and pharmaceutical practice.

Method: The study utilised a meticulous strategy, incorporating the utilisation of Biblioshiny for scientometric analysis, specific keywords for document retrieval, and a dataset sourced from the Scopus database.

Results: The study scrutinized 120 documents published over 43 years. An annual growth rate of 1.63% was found in the trend in publications. The USA was the leading contributor, followed by Canada and the UK.Key findings identified four thematic clusters, top journals such as the Australian Journal of Pharmacy, and high-frequency keywords such as   ‘social marketing’ and ‘family planning’.

Conclusions: This study provides an overview of the main discoveries, consequences, and recommendations for future research and practice in the subject of social pharmacy. Emphasising the crucial importance of pharmacists, the ever-changing nature of the field, and the possible influence on community health and knowledge through social marketing campaigns.