Providing a Social Marketing Model for Social Health Services

Subject Areas : medical documents

Alireza Pirhayati ¹ , Hossein Vazifedust ² , pejman jafari ³ , Asghar Seif ⁴

1 - PhD Student, Department of Business Management, Faculty of Management and Economics, Research Branch, Islamic Azad University, Tehran, Iran
2 - Associate Professor, Department of Business Management, Faculty of Management and Economics, Research Science Branch, Islamic Azad University, Tehran, Iran
3 - Assistant Professor, Department of Business Management, Faculty of Management and Economics, Research Branch, Islamic Azad University, Tehran, Iran
4 - Assistant Professor, Department of Statistics, Bu-Ali Sina University, Hamedan, Iran

Received: 2019-11-25 Accepted : 2020-02-04 Published : 2020-01-21

Keywords: Social marketing, Health services, Hamadan Municipality,

Abstract :

Introduction:In today's world, Businesses need to gain trust among their audience. Social marketing as the latest marketing philosophy, It has such a capacity. And it can reflect on the interests of business and customers along with the interests of the community. The main purpose of the present study, Provide a social based marketing model. Methods: To achieve this goal, in the qualitative phase, while reviewing the subject literature and interviewing marketing and municipal experts, with the Grounded Theory approach, effective criteria were identified using MAXQDA software. In the next step, the identified criteria were identified using the interpretive structural modeling approach in new dimensions of classification and levels of components and their relationships. Results: The results of the first question led to the identification of nine main factors including: Responsibility, Strategicism, Marketing Infrastructure, Tendency to Social Marketing Capabilities, Understanding Environmental Dynamics, Citizens Understanding, National Characteristics, Social Marketing Mix and Developing Citizen Beliefs and Attitudes. The results of interpretive structural modeling showed the influence of responsibility, marketing infrastructure and strategy as independent variables on the tendency to social marketing capabilities. Conclusion: Finally, based on the results of the research, it can be concluded that by utilizing social marketing strategies and influencing the attitude and mentality of citizens, it can be possible to develop citizens' beliefs and attitudes. Therefore, the increasing attention of senior executives of organizations is essential to the vital role of social marketing.

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