A study of consumer expectations and requirements for the quality of osteopathic services in parents of minor patients

Abstract

Introduction. The provision of medical care in the fi eld of osteopathy is a relatively new product on the Russian medical services market. And there are practically no studies on the problems of developing and increasing the competitiveness of osteopathic clinics, the impact on customer loyalty and minimizing possible claims to the services of osteopathic doctors.The aim of the work is to assess the characteristics of consumer behavior when patients choose osteopathy as a method of treatment and a medical institution and the perception of quality in the osteopathic services market.Materials and methods. The study included in-depth interviews with parents of children under the age of 14 who applied for treatment of their child. A total of 100 in-depth interviews were conducted. The in-depth interview research methodology included developing a scenario with questions, and interviewing respondents in compliance with the conditions of anonymity and the requirements for conducting marketing research of the international ESOMAR code. Projective questions and methods of working with metaphorical maps according to Zaltman were used to identify deep values and motivation for turning to osteopathic services. The assessment of the signifi cance of the identifi ed factors in assessing consumer requirements was carried out by ranking them using a score on a 10-point scale (10 points — maximum signifi cance, 1 point — no signifi cance).Results. Most respondents perceive osteopathy as a scientifi cally proven method, systemic, complex therapy aimed at fi nding the causes of the disease and their solution, in which the result of treatment is completely dependent on the doctor. To meet the expectations of clients, the most signifi cant parameters are related to the personality of the osteopath, his competence, behavior during the procedure and his reputation, as well as the safety, convenience and comfort of staying in the clinic, especially for children. The organization of the work of an osteopathic clinic, taking into account the above, will ensure a high level of consumer demand and organize a marketing policy and promotion of medical services in osteopathy, taking into account current trends.Conclusion. Key patterns of consumer behavior of clients and motives for seeking osteopathic treatment have been identifi ed. The results of the study will allow more effective interaction with people who seek treatment, as they give an understanding of what they are guided by when applying, what is important to them in terms of values and rational benefi ts, what expectations they have from visiting an osteopath.