جستجوی مقالات مرتبط با کلیدواژه "marketing of health services" در نشریات گروه "پزشکی"

The health system is one of the most extensive and productive service delivery systems in Iran and worldwide. Utilizing marketing science and specialized tools, such as the marketing mix, can play a significant role in marketing and managing the opportunities and challenges faced by health organizations. The present study explained and implemented the marketing mix in hospitals.

This qualitative study was conducted in the autumn of 2021 using content analysis inspired by the analytic steps of Graneheim and Lundman. The statistical population included experts and key individuals from health organizations in the field of hospitals in Mazandaran province, Iran. The participants were selected using purposive and snowball sampling. In addition, semi-structured interviews were carried out to collect data until data saturation was reached after 27 interviews.

This study included 16 (59.2%) male and 11 (40.8%) female participants. The average interview duration was 35 min. The qualitative results were extracted and categorized into two main categories, intangible and tangible assets, and eight subcategories, including price, service, promotion, process, brand, Place, physical evidence, and people.

This study demonstrated that the marketing mix in hospital service is a scientific and practical guide for improving the financial and organizational performance of the hospital. This marketing model can play an efficient and effective role in enhancing hospital coordination and management.

Increasing pressure on available capitals in health care section, especially hospitals, underlines the need for analyzing different strategies in economic terms. One of the solutions for the optimal use of financial resources and potentials in hospitals and healthcare centers is using components of the marketing mix. This study endeavored to determine the related factors on patients' preference in choosing a hospital based on the mixed marketing model.

This study was conducted in Farhikhtegan Hospital in Tehran, Iran, in 2020. Simple random sampling was employed to select the sample from among 243 inpatients, outpatients, and clients of the hospital. A bi-part researcher-made questionnaire was used to gather the data (demographics and seven aspects of marketing mix); whose validity and reliability were deemed appropriate. Regarding the data analysis, one-sample t-test and Friedman test were used to rank dimensions and components and the analysis of variance (ANOVA) was used to compare the views of different classes of society.

All seven dimensions of the mixed marketing had a significant and different effect on the preference of the patients in choosing the Farhikhtegan Hospital. Manpower and promotion dimensions were the most and the least important dimensions, respectively. Among the mixed marketing components, sufficient expertise, family income, hospital’s reputation, physicians’ attitude, pacing of services’ provision, doctors' advice and degree of diversity, novelty, and advanced equipment came out to be the most effective components of each dimension of mixed marketing.

Considering the changes in the needs of the audiences in the health field, hospital managers can identify the patients' needs in accordance with the principles of marketing mix. Regarding the importance of manpower in the findings of this study, managers can attract the attention of patients with culture making and preparing practical guidance in appropriate treatment of employees.

One of the most important factors affecting the future survival of organizations is identifying and meeting the increasing needs and demands of patients in order to provide high quality health care services. The aim of this study was to identify factors affecting the selection of Milad Hospital, Iran, by patients based on combined marketing factors.
The present analytical and cross-sectional study was performed in the inpatient wards of Milad Hospital in 2013. Data collection was conducted using the Yaghoubi and et al. Questionnaire. The validity of the questionnaire was approved by specialists and its reliability was approved using Cronbach’s alpha (r = 0.85). The statistical population consisted of patients referring to inpatient wards of Milad Hospital. Using the formula for determining sample volume, a sample sized of 421 patients was determined. Sampling was performed using stratified random method. Data were analyzed using one-sample Kolmogorov Smirnov, independent-samples t-test, and ANOVA in SPSS software.
Among the seven dimensions of marketing, the service and process dimensions with mean scores of 18.58 and 6.27, respectively, were the most and the least important reasons for selecting a hospital. Moreover, specialization, appropriate quality of services, type of insurance coverage, skilled physicians, reputation of the hospital, recommendations of relatives and physicians, and sophisticated equipment played a leading role in hospital selection.
Patients make different choices in different situations, but multiple competitive advantages can result in an increase in frequency of patient referral to a medical center.