Ghasem Abedi, Zeynolabedin Rahmani, Ehsan Abedini, Farideh Rostami,
Volume 13, Issue 4 (3-2015)
Abstract
Background: Services marketing mix (7Ps) is one of the most important concepts of management and marketing. This study has surveyed the role of services marketing mix components in patients` tendency towards the public and private hospitals in Sari.
Materials and methods: In this cross-sectional study, 900 patients were selected from sari`s public and private hospitals based on non-probability quota sampling. Data were collected using a questionnaire including the marketing mix components of which the validity and reliability was confirmed. The data were analyzed using the SPSS V.16 software with a multiple regression hypothesis.
Results: The results showed that among the components of the services marketing mix, the price had the maximum effect (49.2%) and the physical assets had the minimum effect (14.1%) on patients` tendency to public hospitals. On the other hand, staff had the maximum effect (48.4%) and the promotion had the minimum effect (18.6%)on the patients` tendency to private hospitals.
Conclusion: Price is a determining factor in patient’s tendency to refer to public hospitals compared to private hospitals because of delivering services with lower rates. On the other hand, the main reason for patient’s reference to private hospitals is their staff that could be due to their sense of responsibility, accuracy and speed in providing services to patients
Shadi Khalilolahi, Nasrin Kazemi, Saeid Besharati, Atefe Abedini, Mohammad Varharam,
Volume 23, Issue 3 (11-2024)
Abstract
Background and purpose: The globalization of medical tourism has intensified competition among destinations, making it crucial to identify key success factors. While research emphasizes the role of host communities in tourism development, non-medical aspects of medical tourism remain underexplored. This study examines healthcare staff perspectives to identify the drivers and barriers affecting medical tourism in public hospitals.
Methods: This qualitative study employed structured interviews with 16 healthcare staff at Masih Daneshvari Hospital, selected through purposive sampling. Interviews were conducted in person during the summer of 2024 until data saturation was reached. Data analysis followed an inductive content analysis approach using MAXQDA software for coding, grouping, and categorization of themes into drivers and barriers.
Results: Key drivers of medical tourism development include skilled human resources, strong medical potential, affordable healthcare and associated costs, and the presence of complementary attractions. Conversely, major barriers include inadequate welfare services for medical tourists, managerial and institutional inefficiencies, hospital infrastructure deficiencies, and political and cultural challenges.
Conclusion: Developing a successful medical tourism sector requires a holistic approach. Identifying, prioritizing, and implementing strategic plans to strengthen facilitators and address obstacles are essential steps toward sustainable growth in this field.
