REVIEW

A systematic review of factors influencing healthcare services marketing in Iran

Yaghoubi Maryam, Rafiei Sima, Khosravizadeh Omid , Mirbahaeddin Elmira, Jalilvand Mina, Sarkhosh Samaneh, Ezzatabadi Ranjbar Mohammad

Yaghoubi Maryam
Assistant Professor, Health Management Research Center, Baqiyatallah University of Medical Sciences, Tehran, IR Iran

Rafiei Sima
Assistant Professor, Department of Health Management, School of Health, Qazvin University of Medical Sciences, Qazvin, Iran

Khosravizadeh Omid
Ph.D. Candidate of Health Services Management, Health Management and Economics Research Center, Iran University of Medical Sciences, Tehran, IR Iran. Email: k_omid@gmail.com

Mirbahaeddin Elmira
Department of health service management, school of health, Tehran University of Medical Sciences, Tehran, IR Iran

Jalilvand Mina
Department of health service management , School of Health Management and Information Science, Iran University of Medical Sciences, Tehran, IR Iran

Sarkhosh Samaneh
Department of health service management , School of Health Management and Information Science, Iran University of Medical Sciences, Tehran, IR Iran

Ezzatabadi Ranjbar Mohammad
Health Research Center, Shahid Sadoughi University of Medical Sciences, Yazd, Iran
Online First: May 02, 2017 | Cite this Article
Maryam, Y., Sima, R., Omid, K., Elmira, M., Mina, J., Samaneh, S., Mohammad, E. 2017. A systematic review of factors influencing healthcare services marketing in Iran. Bali Medical Journal 6(2): 268-278. DOI:10.15562/bmj.v6i2.536


Health services marketing is an integrated approach which consists of marketing principles based on scientific strategies mainly focus on health promotion and service recipients’ satisfaction through ensuring the congruence between customers’ needs and service provided features. In this systematic review study, we aimed to explore affecting factors on healthcare marketing in Iran. For this purpose, Pub Med, Scopus, Google Scholar, and Iranian databases such as SID, Iran Medex, Magiran, and Iran Doc were searched using relevant search terms linking healthcare marketing and associated factors for literature published from 2008 to 2016. After reviewing 968 records, 24 studies met inclusion criteria; among which the greatest number focused on appropriate communication between service providers and patients, quality of provided services, lower costs, service availability, credibility and continuity, quality of physical facilities and convenience as significant factors affecting healthcare marketing in Iran. Although a considerable amount of research has been done in this area, each focusing on a particular issue, this review tried to bring various research findings together. Due to the inadequate attention paid to health marketing principles in Iran health sector, many care providers are not able to benefit from related advantages. Therefore, identification of influencing factors and strengthening them can take important steps in this regard.

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