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A systematic review of factors influencing healthcare services marketing in Iran

机译：对伊朗医疗服务营销影响因素的系统回顾

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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.
机译：卫生服务营销是一种综合方法，由基于科学策略的营销原则组成，主要通过确保客户需求与服务提供功能之间的一致性来关注健康促进和服务接受者的满意度。在这项系统的审查研究中，我们旨在探讨影响伊朗医疗保健营销的因素。为此，使用相关搜索词搜索了2008年至2016年出版的医疗保健营销和相关因素，以搜索Pub Med，Scopus，Google Scholar和SID，Iran Medex，Magiran和Iran Doc等伊朗数据库。记录，有24项研究符合纳入标准;其中，最大的数字集中在服务提供商和患者之间的适当沟通，所提供服务的质量，较低的成本，服务可用性，信誉和连续性，物理设施的质量和便利性，这些都是影响伊朗医疗保健营销的重要因素。尽管在该领域已进行了大量研究，每个研究都针对特定问题，但本次审查试图将各种研究发现结合在一起。由于伊朗卫生部门对卫生营销原则的重视不足，许多护理提供者无法从相关优势中受益。因此，确定影响因素并加强影响因素可以在这方面采取重要步骤。

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