A systematic review of factors influencing healthcare services marketing in Iran

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.