Related factors of Patients' Preference in Choosing Farhikhtegan Hospital based on the Mixed Marketing Model

Increasing pressure on available capitals in health care section, especially hospitals, underlines the need for analyzing different strategies in economic terms. One of the solutions for the optimal use of financial resources and potentials in hospitals and healthcare centers is using components of the marketing mix. This study endeavored to determine the related factors on patients' preference in choosing a hospital based on the mixed marketing model.

This study was conducted in Farhikhtegan Hospital in Tehran, Iran, in 2020. Simple random sampling was employed to select the sample from among 243 inpatients, outpatients, and clients of the hospital. A bi-part researcher-made questionnaire was used to gather the data (demographics and seven aspects of marketing mix); whose validity and reliability were deemed appropriate. Regarding the data analysis, one-sample t-test and Friedman test were used to rank dimensions and components and the analysis of variance (ANOVA) was used to compare the views of different classes of society.

All seven dimensions of the mixed marketing had a significant and different effect on the preference of the patients in choosing the Farhikhtegan Hospital. Manpower and promotion dimensions were the most and the least important dimensions, respectively. Among the mixed marketing components, sufficient expertise, family income, hospital’s reputation, physicians’ attitude, pacing of services’ provision, doctors' advice and degree of diversity, novelty, and advanced equipment came out to be the most effective components of each dimension of mixed marketing.

Considering the changes in the needs of the audiences in the health field, hospital managers can identify the patients' needs in accordance with the principles of marketing mix. Regarding the importance of manpower in the findings of this study, managers can attract the attention of patients with culture making and preparing practical guidance in appropriate treatment of employees.