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Comparing the Marketing between the Libraries of Tehran and Shahid Beheshti Medical Sciences Universities based on 7Ps Marketing Model in 2017
Seyed Javad Ghazi Mirsaeed, Nadia Motamedi, Matin Shahivand,
Volume 12, Issue 4 (11-2018)
Abstract
Background and Aim: Libraries need strategies, such as marketing, to provide services to patrons. The purpose of this research is to compare the components of marketing in academic libraries of Tehran University of Medical Sciences (TUMS) and Shahid Beheshti University of Medical Sciences (SBUMS) based on the 7ps Marketing Mix Model.
Materials and Methods: This is a cross-sectional, comparative study with an applied approach. The population members are 77 librarians working in 20 academic libraries at TUMS and SBUMS. A census sampling was performed for data collection. The data collection tool was a researcher-made questionnaire that was completed through interview. The data were analyzed by SPSS (ver. 20) using Chi-square analysis, independent samples t-test, and Mann-Whitney test.
Results: There was no significant difference in gender, work experience, and level of education between the librarians of the two universities. Mean scores for people, physical evidence, promotion, and process in the libraries of SBUMS were higher than those of TUMS. Only the price factor (the fee paid by users for goods and services) in libraries of TUMS was significantly higher than those of SBUMS. Besides, for product factor (lending books and returning services, audio-visual resources, and access to databases, etc.) and place (library website or building and user interface), there was no significant difference between the studied libraries of the two universities, as well (p>0.05).
Conclusion: Overall, the marketing scores of TUMS libraries were lower than those of SBUMS. Nevertheless, SBUMS must also pay attention to marketing for library services, especially for product factor.

Marketing Channel Problems of Herbal Medicines from the Perspective of Pharmaceutical Distribution Companies
Ali Abedini Abedini , Hamidreza Irani, Hamidreza Yazdani,
Volume 13, Issue 6 (2-2020)
Abstract
Background and Aim: Due to the variety of herbal medicine products and brands, competition among herbal medicine manufacturing companies has become a scientific and tactical competition. Herbal medicine companies by identifying the problems of pharmaceutical distribution companies can evaluate them and find solutions to their problems and finally, they can maintain their competitive advantage in the market. Therefore, the purpose of this study was to identify the marketing channel problems of herbal medicine from the perspective of pharmaceutical distribution companies.
Materials and Methods: In this research, with exploratory interviews, the marketing channel problems of herbal medicine were identified from the perspective of distributors and analyzed using content analysis method. The statistical population of this study was pharmaceutical distributor’s managers in Tehran provinces, among which 16 persons were selected through the judgmental and snowball sampling method.
Results: The results showed the marketing channel problems of herbal medicines were categorized in Product, Prices, Place, Promotion, Physical Evidence, Process and People.
Conclusion: The government and the laws, in addition to the marketing can affect the marketing channel problems of these drugs from the perspective of distributors.

The Status of Medical Tourism Marketing in Private and Public Hospitals Affiliated to Tehran University of Medical Sciences
Masood Taheri Mirghaed, Batool Ahmadi, Abbas Rahimi Foroushani, Ghasem Rajabi Vasoukolaii, Mohammad Arab,
Volume 13, Issue 6 (2-2020)
Abstract
Background and Aim: Nowadays, medical tourism market is considered as one of the most profitable and competitive industries in the world and is one of the new areas of advanced tourism. The aim of this study was to investigate the marketing status of medical tourism in private and public hospitals affiliated to Tehran University of Medical Sciences (TUMS) in 2018.
Materials and Methods: This is a cross-sectional descriptive-analytic study that investigated the marketing status of medical tourism in 6 private and 14 public hospitals affiliated to TUMS in 2018. A valid checklist was used for data collection; besides, SPSS software, descriptive statistics, Mann-Whitney test and Kruskal-Wallis test were applied for data analysis.
Results: Product factor has a satisfactory status in state-owned hospitals and an average status in private hospitals. Place factor, people factor, process factor, and physician factor are satisfactory in public and private hospitals. Promotion factor in public hospitals is unacceptable and in private hospitals is average. Besides, price and place factors in public and private hospitals are average. Moreover, there is no significant relationship between any of the above factors and the type of hospitals (public, private).
Conclusion: Due to marketing mix, hospitals and medical institutions can increase the confidence of tourists by adopting international standards in addition to enhancing international reputation. Also, paying more attention to media advertising and providing more facilities can improve the condition of hospitals, thereby attracting more medical tourists and expanding the industry in Tehran.

A Survey of Librarians' Perspectives on Marketing Library Services Using Social Media in Tehran, Iran, and Shahid Beheshti Universities of Medical Sciences
Sirus Panahi, Leila Nemati Anaraki, Nahid Roostaei,
Volume 15, Issue 4 (10-2021)
Abstract
Background and Aim: The present study has examined librarians' views on the marketing of library services using social media as well as the applications, benefits, and challenges of their use in Tehran, Iran, and Shahid Beheshti Universities of Medical Sciences. 
Materials and Methods: This research was a descriptive and applied survey and was conducted in 2019. The data collection tool was a researcher-made questionnaire based on texts. The validity of the content of the questionnaire was confirmed by 9 professors of librarianship and medical information, and the reliability of the questionnaire was confirmed by an alpha coefficient of 0.95. The study population consisted of 115 librarians working in the mentioned libraries. Descriptive statistics and SPSS software were used to analyze the data. 
Results: The results of the present study indicate that the level of librarians’ knowledge about social media tools with an average of 3.49 is at a relatively desirable level and the rate of use in library affairs with an average of 1.81 is undesirable. In addition, Telegram, WhatsApp and blogs are the most frequently used social media tools, respectively. Moreover, challenges examined from librarians’ point of view are examined separately at different levels of factors related to librarians, users, technical factors and organizational factors. Challenges of social media filtering in Iran are those in marketing library services with an average of 3.6 and security issues in using social media with an average of 2.8 with the fewest challenges among organizational factors. From librarians’ point of view, lack of specific rules for using social media in marketing library services with an average of 3.25 is the most and the challenge of legal and financial issues of the library as an affiliated organization with an average of 2.91 is one of the fewest challenges in using social media in marketing library services from the librarians' point of view.
Conclusion: Familiarity and importance of using social media for marketing in libraries was in a relatively favorable position from the librarians' point of view. Low cost of use has been the most important advantage and lack of interest and resistance to use have been the most important challenges of using social networks in library marketing.

Production of Branding Model for Health Services Based on Clients’ Expectations Approach
Masoomeh Abdi Talarposhti, Ghahraman Mahmoudi Alemi, Mohammad Ali Jahani,
Volume 15, Issue 4 (10-2021)
Abstract
Background and Aim: One of the reasons that caused healths clients are feeling dissatisfaction with health organizations is expectations that they are creating and not able to meet according to their expectations. Therefore, the present study was conducted with the aim of production a branding model for health services with the of clients’ expectations approach.
Materials and Methods: This compound study was performed in 2021. The statistical population of this study in qualitative phase included 20 academic and institutional experts using snowball sampling and the Delphi technique. For the quantitative phase, 830 people referred to health centers were selected as service recipients. The validity of the questionnaire was confirmed by face, content, and structural validity, and its reliability was confirmed by Cronbach’s alpha of 0.96 Quantitative data were presented by EQS software version 6.1 with confirmatory factor analysis and using structural equations.
Results: The results of factor structure in healthcare branding based on six main themes of competitive position, brand equity, brand accessibility, brand consolidation in the minds of clients and the market, branding strategies, and consumer-brand relationship with 19 sub-themes based on the perspective of health services clients (CFI=0/9, TLI=0/9, SRMR=0/049, RMSEA=0/09) had a good fit and the internal consistency of the items had significant levels (P<0/05).
Conclusion: The results of this study show that 19 sub-main themes confirm the six-factor structure of health services branding and were one of the effective themes in branding from the perspective of clients. Since the branding of health services improves the quantity and quality of services provided in the health system, therefore, it is suggested that by creating innovation in the quantity and quality of services provided, access to health services, creating a competitive advantage and empowering employees and improving communication skills, an effective step can be taken in health services branding planning.

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