Document Type : Original Article
Authors
1 MSc, Health Services Management, Department of Health Services Management, School of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
2 Associate Professor, Health Services Management, Department of Health Services Management, School of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
3 Assistant Professor, Health Services Management, Health Economic Policy Research Center AND Department of Health Services Management, School of Health, Tehran Medical Sciences Branch, Islamic Azad University, Tehran, Iran
Abstract
Introduction: Increasing pressure on available funds in health care section, especially hospitals, underlines the 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.Methods: This study was conducted in Farhikhtegan Hospital in Tehran, Iran, in the year 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. To analysis the data, one-sample t-test and Friedman test to rank dimensions and components as well as the analysis of variance (ANOVA) to compare the views of different classes of society were employed.Results: 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. Among the components of mixed marketing, 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 every dimension of mixed marketing.Conclusion: Considering the change in the needs of the audiences in the health field, hospital managers can identify the patients' needs in keeping 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.
Keywords
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