TI Tongil Kim
Papers
2
Total Citations
25
H-Index
2
About
TI Tongil Kim is a rising scholar at the intersection of healthcare marketing and technology adoption. His research primarily investigates how advertising influences the diffusion of high-tech medical procedures, with a particular focus on robotic surgeries. In his most-cited work, "The Role of Advertising in High-Tech Medical Procedures: Evidence from Robotic Surgeries" (2022, 19 citations), Kim introduces a customer-centric perspective to the understudied domain of hospital advertising, which has grown more than five-fold in the past two decades. Unlike traditional studies on pharmaceutical detailing, he examines how direct-to-consumer advertising shapes patient demand for advanced surgical technologies. His findings reveal that advertising not only increases procedure volumes but also alters patient demographics and treatment choices, offering critical insights for policymakers and healthcare administrators. By bridging marketing theory with healthcare economics, Kim’s work has been cited by scholars in both fields, demonstrating its interdisciplinary impact. His research carries significant implications for understanding how commercial forces influence medical decision-making in an era of rapidly evolving surgical innovations.
Research Focus
Key Achievements
Top Papers
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