Proposed Health Marketing Theory: An Integrative Framework for Ethics, Digitalization, and Sustainability

This study addresses the limitations of traditional health marketing models, which often prioritize short-term financial objectives while neglecting ethical, social, and environmental dimensions. To bridge this gap, it introduces the Health Marketing Theory, an integrated conceptual framework that balances organizational performance, patient well-being, and societal sustainability. Employing a theoretical development approach, the study critically analyzes prior literature, identifies knowledge gaps, and reconstructs key concepts into a unified model. The findings highlight three interrelated dimensions essential for effective health marketing: ethics, digital transformation, and sustainability. Additionally, the study proposes the concept of “Conscious Health Loyalty,” emphasizing value- and knowledge-based engagement that positions patients as active partners rather than passive recipients. The study recommends integrating these dimensions into health marketing strategies to achieve long-term value and calls for future empirical research to test the theory across diverse healthcare contexts.