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Journal of Health Management and Informatics، جلد ۱۰، شماره ۲، صفحات ۶۲-۷۰
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عنوان انگلیسی Designing a Health Marketing Model to Improve the Health of Community in Iran
چکیده انگلیسی مقاله Introduction: Health marketing is gaining prominence as a vital field in both healthcare
and marketing, especially in Iran, where improving the nation’s health is of paramount
importance. This study aimed to formulate a robust and comprehensive health marketing
model tailored to the unique context of Iran. This research was conducted in 2023 in Tehran,
using a mixed-method approach.
Methods: In the qualitative phase, grounded theory was utilized to select 18 participants with
expertise in executive management, healthcare service provision, marketing, and scientific
knowledge. Semi-structured interviews were conducted, and Nvivo software facilitated data
analysis. Subsequently, Delphi method was employed to gather insights, and the data were
analyzed using the Partial Least Squares (PLS) software.
Results: Among the interviewees, 62.75% were male, and approximately 31.37% had 15 to
20 years of work experience. Nearly 41.18% fell within the age range of 40 to 50 years, and
19 participants held doctoral degrees. The majority of interviewees were university faculty
members and experts. The qualitative phase identified influential variables categorized into
causal factors, contextual factors, intervening factors, strategies, and consequences. The
resulting model exhibited high internal validity (over 70% for each component), substantial
measurement quality (over 39% for each component), and a strong goodness of fit (0.791 for
the entire model).
Conclusion: The key findings of the study highlighted the significant influence of intervening
factors, phenomenon-oriented factors, and consequences on health marketing in Iran.
These insights offer valuable guidance to decision-makers and healthcare managers in Iran,
facilitating the enhancement of health marketing strategies to better serve the nation’s public
health objectives.
کلیدواژه‌های انگلیسی مقاله Health marketing, Grand Theory approach, Structural Equation Modeling, Iran
نویسندگان مقاله Behrooz Rahimi |
Business Management Department, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Seyed Mahdi Jalali |
Business Management Department, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Hamed Nazarpoor Kashani |
Business Management Department, Central Tehran Branch, Islamic Azad University, Tehran, Iran

نشانی اینترنتی https://jhmi.sums.ac.ir/article_49696_9646adf21d0afaa0d84411b768f66e32.pdf
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