Showing 7 results for Marketing
M Soofi, M Bazyar, A Rashidian,
Volume 11, Issue 3 (10-2012)
Abstract
Background: Insurance coverage has a tendency to alter the consumer and provider's behavior. Moral hazard is a serious problem in all risk pooling systems, such as insurance and taxes-based financial systems that cause negative consequences as increased costs in the health system. Therefore we decide, at this review article, to discuss about moral hazard, in different classifications and effects on the insurance marketing and health system.
Materials & Methods: This is a review article. Relevant materials selected from published articles, studies, and sites. The databases of Medline, Web of Science, Science Direct, Google Scholar, and Springer were explored to use the key words of moral hazard and health insurance.
Results: Insurance covered individuals, knowing that their health expenditures will be reimbursed by insurance in the time of illness, and their demand medical services are more than un insurance covered individuals. On the other hand the providers have financial incentive to provide unnecessary and excess medical services. Different types of moral hazard like as ex ante and ex post moral hazard hidden information and hidden action moral hazard provider and consumer moral hazard may arise due to insurance coverage. These lead to negative consequences such as consumption of unnecessary care services, alteration of consumption pattern for inefficient use of resources, welfare loss, and an increase in the health expenditures.
Conclusion: Studying and controlling the effects of moral hazards seems necessary to prevent unwelcome outcomes as well as misallocation of financial resources.
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
Sayed Masood Mosavi-Negad, Omid Adeli, Tahere Hariri, Neda Vali-Pour, Zahra Moshkani,
Volume 15, Issue 3 (8-2016)
Abstract
Background: Many hospitals of Iran make use of their therapeutic capacities in order to attract medical tourists and increase revenue and efficiency of their affiliated hospitals. This issue has major benefits for hospital and tourists. This study assessed the potential of medical tourists' attraction in a military hospital in Tehran.
Materials and Methods: This was a descriptive- analytical one which used secondary data to analyze. Data gained from quality improvement and finance offices, recipients of service and health information management units from the first of 2014 to the first semester of 2015. Strategic plan document were used to analyze the opportunities and strengths points.
Results: The mean of studied hospital performance indicators like bed occupancy rate, length of stay, Bed turnover, rate of admissions to bed, mortality and bedsores rates, nosocomial infections, medication error, patients' rights and patient satisfaction were 4.68 , 3.3, 5.1 , 6.6 , 5.2, 1, 69, 9.74 , 70 percent respectively. The strengths points of the studied hospital were diverse expertise, updated equipment and minimum waiting time.
Conclusion: Because of skilled man power, physical resources and especially modern equipment, the hospital does not need huge investment in medical tourists' attraction. This issue will increase admission, productivity and satisfaction of clients and staff.
Mahmood Nekoei-Moghadam, Anahita Behzadi, Khalil Kalavani, Zahra Naderkhah,
Volume 20, Issue 1 (5-2021)
Abstract
Introduction: Branding is one of the most important needs of any organization to survive and improve the quality of provided products and services.
Today, branding is also being increasingly used by health organizations and has become one of the important elements for improving the quality of services provided by hospitals as the main body of health services. In the present study, the factors affecting the customer-based brand equity were investigated in selected hospitals.
Materials and Methods: This is a descriptive-analytical and cross-sectional study. Using stratified random sampling method, 350 patients were selected from private hospitals in Tehran and Kerman in 2020. Data were collected through a questionnaire and the Stata software V.14 was used for data analysis.
Results: The average customer-based brand equity was higher in women, those with a degree lower than diploma, and in surgical treatment group. Different dimensions of hospital brand value including perceived quality (average), patient loyalty (average), brand image (good) and service brand value (very good) were evaluated and average customer-based brand equity received 76.38 points out of 100 and was at a high level.
Conclusion: Hospital brand value has an important effect on hospital marketing. Hospitals can take steps to attract and retain patients and can create a competitive advantage over others. The results showed the positive effect of perceived quality, patient loyalty, brand image and service brand value on customer-based brand equity.
Mehrdad Estiri, Mitra Rezvani, Abbas Nargesian,
Volume 20, Issue 3 (12-2021)
Abstract
Background: The performance of nurses as the largest human resources element of health care organizations has an important impact on the quality and results of patients' treatment. The main purpose of this research is to investigate the impact of internal marketing orientation on nurses’ performance by considering the mediating role of nurses’ engagement.
Materials & Methods: In this regard, while reviewing the implications of internal marketing orientation, engagement with the job and performance of employees, using path analysis and structural equation modeling, we examined the effect of internal marketing orientation on the performance of nurses by examining the role of mediation in job engagement. The study population included nurses of Sasan and Parsian hospitals in Tehran. Stratified random sampling and a questionnaire were used to collect the data. In order to analyze the data, Kolmogorov-Smirnov tests were used for the normal test and Path Analysis and Structural Equation Modeling for confirmation of hypotheses.
Results: Results showed that internal marketing orientation, through the engagement of nurses, influences their performance. Moreover, it was proved that internal marketing orientation has a direct relationship with engagement, but it does not directly influence nurses’ performance.
Conclusion: The most significant achievement of this research is that the managers and executives of healthcare centers can provide a more suitable environment for nurses caring patients, through improving working conditions. Implementing internal marketing orientation is one of the practices that can enhance nurses’ performance through affecting work attitudes, especially work engagement.
Behrooz Rahimi, Seyed Mahdi Jalali, Hamed Nazarpour Kashani,
Volume 22, Issue 2 (9-2023)
Abstract
Introduction: Equitable geographical distribution of healthcare system initiatives, aimed at increasing quality and economic efficiency, is a crucial aspect of ensuring access to healthcare services. This study seeks to elucidate the contextual, procedural, and outcome factors of health marketing in Iran, with a focus on enhancing and improving health services.
Methods: This research was conducted using a qualitative approach. The sampling method employed was purposive, resulting in the participation of 51 experts. The study data were analyzed using content analysis.
Findings: The findings of this study have been categorized into conceptual subgroups, including causal conditions, foundational components, strategies, contextual factors, intervening factors, and consequences of implementation.
Conclusion: Adopting an effective health marketing model can create opportunities for service providers to generate sufficient income, thereby motivating them to deliver high-quality services. Attracting ample income, in addition to ensuring service quality for recipients, will also lead to their satisfaction with the healthcare system and contribute to the continuous provision of desirable services.
Fatemeh Daei Bidgoli, Leila Nazarimanesh, Kamran Hajinabi,
Volume 22, Issue 3 (12-2023)
Abstract
Background and Purpose: Experiential marketing is a type of marketing strategy that attracts and engages customers by creating real-life experiences, allowing them to form lasting positive memories. Creating an excellent customer experience in the healthcare sector is challenging. Therefore, the aim of this study is to investigate the effect of experiential marketing on the intention to revisit social security clinics in Qom province.
Methods: This quantitative and applied research utilized a survey approach for data collection. The statistical population comprised clients of the social security clinics in Qom province. A total of 522 individuals were invited to participate in the study using stratified random sampling. Data analysis was conducted using covariance-oriented structural equation modeling with the help of Amos V24 software.
Results: The effect of experiential marketing (with dimensions of sensory experience, physical experience, emotional experience, cognitive experience, and relational experience) on the intention to return to the clinic was confirmed, with a path coefficient value of +0.540. Additionally, the structural indicators of the model and the validity of the constructs demonstrated a good fit for the model.
Conclusion: Experiential marketing, along with the enhancement of patient-doctor relationships, is crucial. Patient-centered facilities can increase the likelihood of patients returning to clinics by focusing on experiential marketing, providing amenities, and utilizing technologies to improve service delivery.
