Table 2.
Mean and standard deviation of marketing mix components
| Marketing mix | Components | Mean ± SD | Mean ± SD | Z score |
|---|---|---|---|---|
| Product | Sub-specialists of medicine | 4.13 ± 0.78 | 3.49 ± 0.662 | + 0.75 |
| Quality of services | 3.94 ± 0.85 | |||
| Update and new services | 3.37 ± 1.05 | |||
| Consulting services | 3.30 ± 1.15 | |||
| Appropriate preventive services | 3.32 ± 1.10 | |||
| Home care after discharge | 3.34 ± 1.10 | |||
| Telemedicine | 3.19 ± 1.14 | |||
| Waiting lists for needed services | 3.20 ± 1.22 | |||
| Differentiated services of the hospitals | 3.67 ± 1.01 | |||
| Place | The location of hospital based on the population | 3.82 ± 1.05 | 3.54 ± 0.730 | + 0.75 |
| Appropriate transportation | 3.70 ± 1.07 | |||
| Possibility of delivering portable services | 3.12 ± 1.0 | |||
| People | Adequate number of people for service delivery | 3.81 ± 0.96 | 3.85 ± 0.628 | + 1.36 |
| Attention of staff to mental needs of the patients | 3.54 ± 1.18 | |||
| Good relationship between staff and patients | 3.65 ± 1.11 | |||
| Having the spirit of criticism, sunniness and commitment | 3.49 ± 1.15 | |||
| Scientific skills of the staff | 3.78 ± 0.94 | |||
| Using uniforms based on the hospital’s uniforms | 4.13 ± 0.86 | |||
| Scientific experience and skills of physicians | 4.15 ± 0.82 | |||
| Practitioners’ commitments and their relationship with patients | 4.13 ± 0.78 | |||
| Useful recommendations to patients by nurses and doctors | 3.94 ± 0.85 | |||
| Promotion | Good reputation | 3.37 ± 1.05 | 3.34 ± 0.675 | + 0.50 |
| Using banners and advertising tools | 3.30 ± 1.15 | |||
| Using websites | 3.32 ± 1.10 | |||
| Using brochures to introduce hospital’s services | 3.34 ± 1.10 | |||
| Periodic reports for the success and achievements | 3.19 ± 1.14 | |||
| Using TV advertisements and telephone | 3.20 ± 1.22 | |||
| Applying ceremonies to introduce hospital’s potentials | 3.01 ± 1.0 | |||
| Price | Appropriate tariff fees comparing the other centers | 3.80 ± 0.97 | 3.49 ± 0.812 | + 0.60 |
| Contract with basic and complementary insurances | 3.82 ± 1.04 | |||
| Waive for the poor patients | 3.20 ± 1.25 | |||
| Transparent and on time bills of the patients | 3.56 ± 1.09 | |||
| Free services | 3.07 ± 1.22 | |||
| Process | Using HIS# and other networks | 3.61 ± 0.92 | 3.59 ± 0.666 | + 0.89 |
| Attention to patients’ comments and complains | 3.16 ± 1.08 | |||
| Describing the details of services to the patients | 3.53 ± 10 | |||
| Discipline and carefulness in service delivery | 3.82 ± 0.88 | |||
| Speed of service delivery by the staff | 3.85 ± 0.96 | |||
| Physical environment | Beautifulness and well designing of internal sections | 3.90 ± 0.91 | 3.94 ± 0.652 | + 1.45 |
| Good air condition system and sufficient light | 3.99 ± 0.86 | |||
| Nice external view of the hospital | 4.01 ± 0.93 | |||
| Appropriate size of the yard and parking lot | 4.02 ± 0.87 | |||
| Appropriate diagnostic and treatment equipment | 3.90 ± 0.95 | |||
| Good communication and responding | 3.84 ± 1.01 |
#Hospital Information System