Optimal Marketing Mix Pattern in Selected Hospitals of Iran University of Medical Sciences: Model of Booms and Bitner 2016-2017

The mixed marketing is an important issue in healthcare sector and is essential to healthcare provider organizations for survival in the contemporary era to have more market shares, revenue and to increase customer service efficiency and effectiveness. The purpose of this article to provide a practical model of the factors influencing the marketing mix in the health care services in hospitals of Iran University of Medical Sciences with Bed occupancy rate below 50%.
This is an applied and analytical study. Considering the field of health care services, the integrated marketing services model of "Booms and Bitner" were selected and the conceptual research model was determined. Using the review studies, the variables relevant to each dimension were collected. Data analysis was performed through Lisrel and SPSS version 22, using exploratory and confirmatory factor analysis.
The fit indexes of Lisrel confirmed and acknowledged the healthcare mixed marketing model with seven dimensions. The dimensions having the greatest impact included the place and price. Meanwhile, other aspects of the research in terms of impact were identified: services, promotion, physical evidences, personnel and processes.
Healthcare centers can use marketing mix model with the seven confirmed dimensions in marketing management through concentration on place and price.