Untimarketing the Unnecessary Use of Health Services on Social Security Organization

Health services, like other services, have a specific capacity and overuse of this capacity will reduce quality. Part of the referrals to the Social Security Organization for the use of health care services is unnecessary visits and leads to improper use of available capacities. Anti-marketing is one of the duties of marketers to carry out activities to discourage people from consuming products or services. The purpose of this study is to identify the causes and methods of anti-marketing in theunnecessary use of health care services of the Social Security Organization.

This research is an applied in terms of research purpose, exploratory in terms of nature and qualitative research in terms of approach. In this research, the data from an interview with 24 physicians, staff and clients referring to social security centers using the grounded Theory Method and was analyzed in three stages (open coding, axial coding and selective coding).

As a result of data analysis, 27 concepts from all interviews were extracted and eventually categorized into selective coding in six segments of cultural, personal, infrastructural, access, medical and communication.

Based on the results of the research, social security organization should pay attention to the causes of unnecessary referrals to social welfare centers, and use relevant strategies in various cultural, personal, hospital settings, and communication in their planning.