“Digital Health Marketing – Towards Interdisciplinary Cointegration and Evolution”

Call for Papers – Special Issue: “Digital Health Marketing – Towards Interdisciplinary Cointegration and Evolution”

Journal: International Journal of Pharmaceutical and Healthcare Marketing
Publisher: Emerald Publishing
Submission deadline: 30 June 2026

Overview

Digital health—the use of electronic technology to store, communicate, and process health-related information—has transitioned from a niche sector to a fundamental pillar of healthcare delivery. While the COVID-19 pandemic catalyzed the adoption of digital health tools, significant gaps remain in the marketing and policy literature. This special issue invites interdisciplinary research exploring how digital health can improve access, empower consumers, and enhance operational efficiency, while simultaneously addressing the complex ethical and privacy challenges inherent in these technologies.

Key Research Themes

• Methodological Syntheses: Meta-analyses and structured reviews investigating the intersection of digital health with pharmaceutical and healthcare marketing.

• Ethical & Policy Frontiers: Identifying emerging ethical concerns (e.g., AI in clinical decision-making) and evaluating policy issues critical to the next decade of healthcare marketing.

• Technological Effectiveness: Assessing the efficacy of new digital health marketing technologies using both traditional research tools and the development of novel evaluation frameworks.

• Management & Strategy: Examining managerial strategies for the rational, safe, and effective use of digital healthcare goods and services.

Submission Details

• Submission window: Open now – 30 June 2026.

• Submission portal: https://mc.manuscriptcentral.com/ijphm

• Special Instructions: Select the special issue title from the dropdown menu during the submission process.

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)

Why This Issue Matters

As digital health technologies redefine the relationship between providers, patients, and pharmaceutical entities, marketers face unprecedented opportunities and responsibilities. This special issue serves as a scholarly hub for defining the "interdisciplinary cointegration" of these fields, ensuring that future marketing practices remain grounded in ethical standards, patient empowerment, and clinical efficacy.

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