Digital Marketing of Healthcare Products: A Systematic Review of Trust, Engagement, and Commercial Outcomes

Denies Susanto; Muhammad Iqbal Ismail; Indar Riyanto

doi:https://doi.cibangsa.org/DOI-2026-351

Authors

Denies Susanto Department of Management, Faculty of Economics and Business, Universitas Pamulang, South Tangerang, Indonesia Author
Muhammad Iqbal Ismail Department of Management, Faculty of Economics and Business, Universitas Pamulang, South Tangerang, Indonesia Author
Indar Riyanto Department of Management, Faculty of Economics and Business, Universitas Pamulang, South Tangerang, Indonesia Author

DOI:

https://doi.cibangsa.org/DOI-2026-351

Keywords:

Consumer trust, Brand engagement, Online pharmacy, Purchase intention, Regulatory governance

Abstract

Healthcare product markets have become increasingly digital, but evidence remains fragmented across pharmaceutical advertising, online pharmacies, mobile health applications, supplements, and influencer-led promotion. This study systematically reviews how digital marketing creates or destroys commercial value in healthcare product markets. Following PRISMA 2020 and SPAR-4-SLR principles, peer-reviewed studies published between 2010 and June 2026 were retrieved from PubMed and major publisher and indexing platforms using terms related to healthcare products, digital promotion, consumer trust, engagement, adoption, and commercial outcomes. Forty-two studies met the eligibility criteria and were synthesized through descriptive coding and thematic analysis. Five themes emerged: channel migration from one-way promotion to interactive ecosystems; trust and source credibility as the dominant conversion mechanisms; engagement, value co-creation, and brand equity as relational pathways; heterogeneous effects on purchase, adoption, adherence, and firm-level outcomes; and regulatory, privacy, misinformation, and health-literacy constraints. The review shows that digital reach alone does not generate sustainable value. Commercial outcomes are strongest when credible expertise, transparent sponsorship, evidence-based content, responsive interaction, and secure platform design jointly build trust. Conversely, persuasive personalization and influencer narratives can increase attention while weakening informed choice when disclosure and risk communication are inadequate. The study develops an integrated framework linking digital marketing capabilities to commercial outcomes through trust, engagement, and brand equity, moderated by product risk, regulation, platform governance, and health literacy.

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