Volume 23, Issue 4 (2-2025)
jhosp 2025, 23(4): 422-434 |
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Bornaye Agah L, Qasem Beglou A, Mirzaei A. Determining the Criteria of Digital Medical Marketing and Investigating Their Association with the Admission of Foreign Patients in Selected Hospitals of Tehran in 1401. jhosp 2025; 23 (4) :422-434
URL: http://jhosp.tums.ac.ir/article-1-6660-en.html
URL: http://jhosp.tums.ac.ir/article-1-6660-en.html
1- Master's Student, Department of Health Services Management, Faculty of Health and Medical Engineering, Tehran Islamic Azad University of Medical Sciences, Tehran, Iran. *Corresponding Author Email: a.borna1975@gmail.com
2- Assistant Professor of Health Services Management, Faculty of Health and Medical Engineering, Islamic Azad University of Medical Sciences, Tehran, Iran. ,Begloo.AM@gmail.com
3- Assistant Professor of Health Services Management, Faculty of Health and Medical Engineering, Islamic Azad University of Medical Sciences, Tehran, Iran.
2- Assistant Professor of Health Services Management, Faculty of Health and Medical Engineering, Islamic Azad University of Medical Sciences, Tehran, Iran. ,
3- Assistant Professor of Health Services Management, Faculty of Health and Medical Engineering, Islamic Azad University of Medical Sciences, Tehran, Iran.
Abstract: (275 Views)
Background and purpose: Developing countries strive for solutions to attract medical tourists. Digital marketing is explored here. The aim is to assess digital medical marketing criteria and their relation to health tourist acceptance in selected Tehran hospitals in 2022.
Methods: A descriptive-analytical approach using mixed methods. Qualitatively, through text review, digital medical marketing criteria were identified using fuzzy Delphi, resulting in 5 factors and 61 concepts. Quantitatively, after distributing questionnaires among 30 experts, 25 valid questions were retained. The sample included 125 experts from health tourism units and hospital staff. Kendall's correlation and Chi-square tests were run via SPSS 18.
Results: Identified criteria encompassed multilingual websites, content, digital systems, human resources, and health tourist attraction. Kendall's correlation indicated significant relations with human resource performance (r=0.413), website content (r=0.247), and digital systems (r=0.235) significantly influencing tourist attraction (p<0.01). Chi-square tests revealed significant differences in multilingual websites, website content, digital systems, and human resource performance impacting health tourist attraction (p<0.01).
Conclusion: Iran's medical tourism benefits from enhancing service quality, website content, human resource performance, and digital systems, leading to increased health tourist attraction.
Methods: A descriptive-analytical approach using mixed methods. Qualitatively, through text review, digital medical marketing criteria were identified using fuzzy Delphi, resulting in 5 factors and 61 concepts. Quantitatively, after distributing questionnaires among 30 experts, 25 valid questions were retained. The sample included 125 experts from health tourism units and hospital staff. Kendall's correlation and Chi-square tests were run via SPSS 18.
Results: Identified criteria encompassed multilingual websites, content, digital systems, human resources, and health tourist attraction. Kendall's correlation indicated significant relations with human resource performance (r=0.413), website content (r=0.247), and digital systems (r=0.235) significantly influencing tourist attraction (p<0.01). Chi-square tests revealed significant differences in multilingual websites, website content, digital systems, and human resource performance impacting health tourist attraction (p<0.01).
Conclusion: Iran's medical tourism benefits from enhancing service quality, website content, human resource performance, and digital systems, leading to increased health tourist attraction.
Type of Study: Original Article |
Subject:
سایر
Received: 2024/01/6 | Accepted: 2025/05/13 | Published: 2025/06/10
Received: 2024/01/6 | Accepted: 2025/05/13 | Published: 2025/06/10
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