Integrating Transformational Core Marketing, Website Quality, Service Quality, and Electronic Medical Records Toward Marketing 5.0 Readiness

Abstract

Digital transformation has fundamentally reconfigured hospital operations, service delivery, and competitive positioning within increasingly data-driven healthcare ecosystems. While prior research has extensively examined electronic medical records (EMR), website quality, and service quality independently, limited attention has been given to their conceptual integration within a Marketing 5.0 framework that emphasizes technology-enabled human-centric value creation. This study aims to systematically map and synthesize the intellectual structure of digital transformation research in hospitals, focusing on the interconnections among EMR, website quality, service quality, and marketing-related outcomes. A Systematic Literature Review approach was employed using 842 peer-reviewed journal articles indexed in Scopus between 2015 and 2025. Data were analysed through performance analysis and science mapping techniques, including keyword co-occurrence, co-citation analysis, and thematic evolution mapping using VOS viewer. The findings reveal three dominant thematic clusters: digital health infrastructure, service quality and patient experience, and digital interface/marketing integration. Electronic medical records and patient satisfaction emerge as structurally central constructs, while website quality functions as a bridging variable linking technological systems with relational outcomes such as hospital image and loyalty. Thematic evolution analysis indicates a recent shift toward AI-enabled personalization, omnichannel engagement, and data-driven marketing capabilities aligned with Marketing 5.0 principles. The study contributes theoretically by proposing a Transformational Core Marketing architecture that integrates backend digital infrastructure with frontend experiential quality to explain marketing performance in hospital contexts. Methodologically, it provides a macro-level synthesis of interdisciplinary convergence within digital health research. Practically, the findings underscore the strategic importance of aligning technological investment with patient-cantered digital interfaces and service excellence to enhance institutional competitiveness in the digital era.

Keywords: Digital transformation; Hospital marketing; Electronic medical records (EMR); Website quality; Service quality; Marketing 5.0.