Publication Details
Abstract
Growing competition in the medical services market requires healthcare institutions to reassess their marketing activity, since medical services are intangible and their quality is difficult for patients to evaluate in advance. This study aims to identify the criteria patients use when choosing a hospital, their information channels, and their attitudes toward the marketing activity of Shams-Med Service, a private medical institution, in order to develop recommendations for improving its marketing research system. A quantitative online survey (n=78) was conducted through Google Forms using convenience and snowball sampling. Descriptive statistics and Pearson correlation analysis were applied; open-ended responses were processed through thematic content analysis. Doctors' qualification (82.1%) was the leading criterion in hospital choice, followed by service quality (52.6%). Recommendations from friends and relatives (78.2%) were the dominant information source. A strong positive correlation (r=0.57, p<0.01) was found between awareness of Shams-Med Service and the rating given to its services. Marketing effectiveness in the medical services market depends primarily on staff competence and the ability to disseminate positive patient experience rather than on price incentives. Practical recommendations are proposed for patient-relationship management and digital communication.