Factors Affecting Patient's Preferences in Choosing a Hospital Based on the Mix Marketing Components in Isfahan

Health care managers and planners should be able to use resources with the most effective and efficient ways. The purpose of this study was to investigate the factors affecting in patient's preferences for choosing a hospital based on the mix marketing components in Isfahan in 2010. In this cross-sectional study, 350 patients were selected from Isfahan's hospitals based on random sampling. Data were collected using a questionnaire including the mix marketing components. The validity and reliability of the questionnaire was confirmed. We analyzed the data in the SPSS. The highest score in choosing a hospital belonged to "staff" (doctors and paramedical personnel) (72.2± 18.4) and the lowest score belonged to the "location" (hospital environment) (44.5±19.1). The "cost of services" was the most important factor in choosing a hospital in public hospitals; however, in private hospitals, the "personnel" (doctors and paramedical personnel) was the most important factor. Recent advances in health care have created needs for innovative marketing techniques. Because health care consumers differ from other domains consumers; and the nature of services provided makes different kinds of relationships, it is necessary to notice to marketing principles, especially the mix marketing components in providing services.