Factors Affecting Patients' Preference in Choosing a Hospital Based on Marketing Mix (7p) in Iran

Abstract

Introduction: Meeting the increasing demand and satisfaction of patients from hospital services is considered the most important factor in the survival of health care institutions. The aim of this study was to identify the most effective reasons for patients to select health centers based on seven factors of marketing mix (7p) in Iranian hospitals. Materials & Methods: The present research is a escriptive-analytical study implemented in a cross-sectional approach in 2016. To collect data, Soltani et al.'s questionnaire, which was validated by qualified people and its reliability was assessed using Cronbach's alpha coefficient (85%), was used. The statistical population of this study covered admited and discharged patients at educational hospitals affiliated to Iran's medical universities, selected out of five counties of north, south, east, west, and center of Iran and randomly selected from two hospitals in each region. Using a sample size formula, a ratio of N = 400 was determined. The obtained data was analyzed using Kruskal Wallis test in SPSS version 19. Findings: Among the seven dimensions of marketing in the selection of health centers, the highest index of prices (60.2) and the lowest of advertising (17.7) was the most significant. The type of insurance in the price index and the recommendation of the doctor in the index of advertising ranked first. The findings indicated that there was a significant positive correlation between the factors affecting patients' preferences in choosing a hospital (r=0.278, p=0.00). Discussion & Conclusions: The results showed that the most important factor in patients' interests was the low costs of the hospital as well as hospitals acceptance of all types of insurance, so that the patients payment charge might be reduced and some services provided to them free of charge.