Identifying and Prioritizing Factors Affecting Marketing Innovation in Medical Service Organizations

Subject Areas : -Health economy

Mohammad Jahanifar ¹ (Master of Executive Management, Science and Research Unit, Islamic Azad University, Tehran, Iran)
Ehsaneh Nejad Mohammad Nameghi ² (Assistant Professor, Business Management Department, Science and Research Unit, Islamic Azad University, Tehran, Iran)
Abas Asadi ³ (Assistant Professor, Department of Business Management - Marketing, Varamin-Pishva branch, Islamic Azad University, Varamin, Iran)
Akbar Bahmani Chub basti ⁴ (Assistant Professor, Department of Public Administration, Faculty of Management, Payam Noor University, Tehran, Iran)

Received: 2023-07-18 Accepted : 2023-09-26 Published : 2023-10-22

Keywords: Healthcare service organizations, Technological factors, Competitive factors, Marketing innovation, Ranking,

Abstract :

Introduction: What today's organizations to a great extent need so that they can gain a position and competitive advantage in dynamic and complex markets is the ability to produce new, unique and competitive products and services in changing markets. The current research seeks to identify and rank the factors affecting marketing innovation in medical service organizations.Methods: Using the Delphi technique, we identified factors affecting marketing innovation in medical service organizations. Factors affecting marketing innovation in medical service organizations were provided to the statistical sample in the form of a questionnaire to measure the agreement of the sample with each of these factors and methods. We ranked the known and verified factors with the help of TOPSIS technique.Results: According to the findings of this project, the factors affecting marketing innovation in service organizations are divided into technological, competitive, political, legal, economic and social respectively.Conclusion: Paying attention to the subject of foresight and long-term thinking and the use of innovation in marketing should be placed on the agenda of the organization. Special attention should be paid to the internal and external environment of the organization and their analysis to select and implement innovative proposals in the organization (corresponding to the prioritization of factors affecting social marketing) and a productive organizational culture that encourages creativity and innovation in the organization.

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