Hospital
بیمارستان
jhosp
Medical Sciences
http://jhosp.tums.ac.ir
211
godadmin
2008-1928
2228-7450
000
000
000
000
000
fa
jalali
1402
6
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gregorian
2023
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online
1
fulltext
fa
تبیین عوامل زمینهای، مداخلهگر و پیامدی بازاریابی سلامت در ایران؛ استراتژی و رویکرد بهبود و ارتقاء خدمات سلامت
Exploring the Context, Intervention, and Consequences of Health Marketing in Iran; Strategies for Enhancing and Improving Health Services
کیفیت خدمات و ایمنی بیمار در بیمارستان
کیفیت خدمات و ایمنی بیمار در بیمارستان
مقاله ی اصیل
Original Article
<span style="font-size:11pt"><span style="line-height:150%"><span style="direction:rtl"><span style="unicode-bidi:embed"><span style="font-family:Calibri,sans-serif"><b><span lang="FA" style="border:none windowtext 1.0pt; font-size:14.0pt; padding:0in"><span style="background:white"><span style="line-height:150%"><span b="" nazanin="" style="font-family:"><span style="color:black">مقدمه</span></span></span></span></span></b><b><span dir="LTR" style="border:none windowtext 1.0pt; font-size:14.0pt; padding:0in"><span style="background:white"><span style="line-height:150%"><span inherit="" style="font-family:"><span style="color:black">: </span></span></span></span></span></b><span style="font-variant-ligatures:normal"><span style="font-variant-numeric:inherit"><span style="font-variant-east-asian:inherit"><span style="font-variant-alternates:inherit"><span style="font-variant-position:inherit"><span style="font-stretch:inherit"><span style="line-height:inherit"><span style="font-optical-sizing:inherit"><span style="font-kerning:inherit"><span style="font-feature-settings:inherit"><span style="font-variation-settings:inherit"><span style="text-decoration-thickness:initial"><span style="text-decoration-style:initial"><span style="text-decoration-color:initial"><span style="font-size:inherit"><span style="font-style:inherit"><span style="font-variant:inherit"><span style="font-weight:inherit"><span style="font-stretch:inherit"><span style="font-optical-sizing:inherit"><span style="font-kerning:inherit"><span style="font-feature-settings:inherit"><span style="font-variation-settings:inherit">توزیع عادلانه جغرافیایی اقدامات نظام سلامت با هدف افزایش کیفیت و کارایی اقتصادی، یکی از اجزای مهم دسترسی به خدمات بهداشتی درمانی میباشد. تبیین عوامل زمینهای، فرآیندی و پیامدی بازاریابی سلامت در ایران از اهداف مطالعه حاضر میباشد<span dir="LTR" style="border:none windowtext 1.0pt; font-size:14.0pt; padding:0in"><span style="background:white"><span style="line-height:150%"><span inherit="" style="font-family:"><span style="color:black">.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><span dir="LTR" style="font-size:10.0pt"><span style="line-height:150%"><span style="font-family:" tahoma=""><span style="color:black"></span></span></span></span></span></span></span></span></span><br>
<span style="font-size:11pt"><span style="line-height:150%"><span style="direction:rtl"><span style="unicode-bidi:embed"><span style="font-family:Calibri,sans-serif"><b><span lang="FA" style="border:none windowtext 1.0pt; font-size:14.0pt; padding:0in"><span style="background:white"><span style="line-height:150%"><span b="" nazanin="" style="font-family:"><span style="color:black">مواد و روشها</span></span></span></span></span></b><b><span dir="LTR" style="border:none windowtext 1.0pt; font-size:14.0pt; padding:0in"><span style="background:white"><span style="line-height:150%"><span inherit="" style="font-family:"><span style="color:black">: </span></span></span></span></span></b><span style="font-variant-ligatures:normal"><span style="font-variant-numeric:inherit"><span style="font-variant-east-asian:inherit"><span style="font-variant-alternates:inherit"><span style="font-variant-position:inherit"><span style="font-stretch:inherit"><span style="line-height:inherit"><span style="font-optical-sizing:inherit"><span style="font-kerning:inherit"><span style="font-feature-settings:inherit"><span style="font-variation-settings:inherit"><span style="text-decoration-thickness:initial"><span style="text-decoration-style:initial"><span style="text-decoration-color:initial"><span style="font-size:inherit"><span style="font-style:inherit"><span style="font-variant:inherit"><span style="font-weight:inherit"><span style="font-stretch:inherit"><span style="font-optical-sizing:inherit"><span style="font-kerning:inherit"><span style="font-feature-settings:inherit"><span style="font-variation-settings:inherit">پژوهش حاضر به صورت کیفی انجام شد. روش نمونهگیری در این مطالعه هدفمند بود که در نهایت 51 نفر از افراد خبره در این مطالعه شرکت نمودند. دادههای مطالعه نیز به روش تحلیل محتوا مورد تجزیهوتحلیل قرار گرفتند<span dir="LTR" style="border:none windowtext 1.0pt; font-size:14.0pt; padding:0in"><span style="background:white"><span style="line-height:150%"><span inherit="" style="font-family:"><span style="color:black">.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><span dir="LTR" style="font-size:10.0pt"><span style="line-height:150%"><span style="font-family:" tahoma=""><span style="color:black"></span></span></span></span></span></span></span></span></span><br>
<span style="font-size:11pt"><span style="line-height:150%"><span style="direction:rtl"><span style="unicode-bidi:embed"><span style="font-family:Calibri,sans-serif"><b><span lang="FA" style="border:none windowtext 1.0pt; font-size:14.0pt; padding:0in"><span style="background:white"><span style="line-height:150%"><span b="" nazanin="" style="font-family:"><span style="color:black">نتایج</span></span></span></span></span></b><b><span dir="LTR" style="border:none windowtext 1.0pt; font-size:14.0pt; padding:0in"><span style="background:white"><span style="line-height:150%"><span inherit="" style="font-family:"><span style="color:black">:</span></span></span></span></span></b><span style="font-variant-ligatures:normal"><span style="font-variant-numeric:inherit"><span style="font-variant-east-asian:inherit"><span style="font-variant-alternates:inherit"><span style="font-variant-position:inherit"><span style="font-stretch:inherit"><span style="line-height:inherit"><span style="font-optical-sizing:inherit"><span style="font-kerning:inherit"><span style="font-feature-settings:inherit"><span style="font-variation-settings:inherit"><span style="text-decoration-thickness:initial"><span style="text-decoration-style:initial"><span style="text-decoration-color:initial"><span style="font-size:inherit"><span style="font-style:inherit"><span style="font-variant:inherit"><span style="font-weight:inherit"><span style="font-stretch:inherit"><span style="font-optical-sizing:inherit"><span style="font-kerning:inherit"><span style="font-feature-settings:inherit"><span style="font-variation-settings:inherit"> </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><span dir="RTL" lang="FA" style="border:none windowtext 1.0pt; font-size:14.0pt; padding:0in"><span style="background:white"><span style="line-height:107%"><span b="" nazanin="" style="font-family:"><span style="color:black">یافتههای این مطالعه در بخشهای شرایط علی؛ مؤلفههای زیربنایی؛ راهبردها؛ عوامل زمینهای؛ عوامل مداخلهگر و پیامدهای استقرار گروهبندی شدند</span></span></span></span></span><span style="border:none windowtext 1.0pt; font-size:14.0pt; padding:0in"><span style="background:white"><span style="line-height:107%"><span inherit="" style="font-family:"><span style="color:black">.</span></span></span></span></span><br>
<span style="font-size:11pt"><span style="line-height:150%"><span style="direction:rtl"><span style="unicode-bidi:embed"><span style="font-family:Calibri,sans-serif"><b><span lang="FA" style="border:none windowtext 1.0pt; font-size:14.0pt; padding:0in"><span style="background:white"><span style="line-height:150%"><span b="" nazanin="" style="font-family:"><span style="color:black">نتیجهگیری</span></span></span></span></span></b><b><span dir="LTR" style="border:none windowtext 1.0pt; font-size:14.0pt; padding:0in"><span style="background:white"><span style="line-height:150%"><span inherit="" style="font-family:"><span style="color:black">: </span></span></span></span></span></b><span style="font-variant-ligatures:normal"><span style="font-variant-numeric:inherit"><span style="font-variant-east-asian:inherit"><span style="font-variant-alternates:inherit"><span style="font-variant-position:inherit"><span style="font-stretch:inherit"><span style="line-height:inherit"><span style="font-optical-sizing:inherit"><span style="font-kerning:inherit"><span style="font-feature-settings:inherit"><span style="font-variation-settings:inherit"><span style="text-decoration-thickness:initial"><span style="text-decoration-style:initial"><span style="text-decoration-color:initial"><span style="font-size:inherit"><span style="font-style:inherit"><span style="font-variant:inherit"><span style="font-weight:inherit"><span style="font-stretch:inherit"><span style="font-optical-sizing:inherit"><span style="font-kerning:inherit"><span style="font-feature-settings:inherit"><span style="font-variation-settings:inherit">برخورداری از الگوی مطلوب بازاریابی سلامت امکان جذب درآمد کافی را برای عرضهکنندگان خدمات فراهم سازند تا آنها انگیزه کافی برای ارائه خدمات باکیفیت مطلوب را داشته باشند. جذب درآمد کافی علاوه بر تضمین کیفیت خدمات برای گیرندگان خدمت رضایت آنها را نیز از نظام سلامت به دنبال خواهد داشت و به تداوم عرضه خدمات مطلوب خواهد انجامید<span dir="LTR" style="border:none windowtext 1.0pt; font-size:14.0pt; padding:0in"><span style="background:white"><span style="line-height:150%"><span inherit="" style="font-family:"><span style="color:black">.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br>
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<span style="font-size:11pt"><span style="text-justify:kashida"><span style="text-kashida:0%"><span style="line-height:115%"><span style="direction:rtl"><span style="unicode-bidi:embed"><span style="font-family:Calibri,sans-serif"><span dir="LTR" style="font-size:13.0pt"><span style="line-height:115%"><span style="font-family:"Times New Roman",serif"></span></span></span></span></span></span></span></span></span></span>
<div dir="rtl" style="text-align: left;"><span style="font-size:10pt"><span style="line-height:115%"><span style="unicode-bidi:embed"><span new="" roman="" times=""><b><span style="line-height:115%"><span arial="">Introduction</span></span></b><span style="line-height:115%"><span arial="">: 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.</span></span><br>
<b><span style="line-height:115%"><span arial="">Methods</span></span></b><span style="line-height:115%"><span arial="">: 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.</span></span><br>
<b><span style="line-height:115%"><span arial="">Findings</span></span></b><span style="line-height:115%"><span arial="">: 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.</span></span><br>
<b><span style="line-height:115%"><span arial="">Conclusion</span></span></b><span style="line-height:115%"><span arial="">: 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.</span></span><span style="font-size:7.0pt"><span style="line-height:115%"><span style="font-family:"Arial",sans-serif"></span></span></span></span></span></span></span><br>
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بازاریابی اجتماعی؛ نظام سلامت؛ مدیریت کیفیت
Social Marketing, Healthcare System, Quality Management
1
11
http://jhosp.tums.ac.ir/browse.php?a_code=A-10-1801-1&slc_lang=fa&sid=1
Behrooz
Rahimi
بهروز
رحیمی
be.rahimi.ir@gmail.com