Razi Journal of Medical Sciences

fa ارائه مدل کیفی رفتار مصرف کننده محصولات سلامت محور و پزشکی در محیط‌های درمانی Providing a Qualitative Model of Consumer Behavior of Health and Medical Products in Therapeutic Environments روانشناسی بالینی Clinical Psychiatry پژوهشي Research زمینه و هدف: در فضای رقابتی کنونی و با تغییرات سریع در نیازهای مصرف‌کنندگان، توجه به رفتار مصرف کننده اهمیت دارد. لذا هدف این مطالعه تدوین مدل کیفی رفتار مصرف کننده محصولات سلامت محور و پزشکی در محیط‌های درمانی بود. روش کار: جامعه‌ی آماری این مطالعه کیفی شامل تمام پژوهشگران و اساتید دانشگاهی متخصص در حوزه‌ی بازاریابی و برخی فعالان حوزه بازاریابی در فروش تجهیزات سلامت محور و پزشکی بود. حجم نمونۀ ‌آماری (مشارکت‌کنندگان در پژوهش) در بخش کیفی 20 نفر تا رسیدن به اشباع نظری از طریق مصاحبه‌های دلفی نیمه‌ساختارمند بود. جهت تجزیه و تحلیل داده‌ها از روش‌کدگذاری باز، محوری وانتخابی با انتخاب مقوله‌های اصلی پژوهش بر اساس الگوی زیر تا رسیدن به اشباع نظری صورت گرفت. یافته‌ها: نتایج نشان داد مقولهها در قالب 26 کد مقوله و 95 گویه مشخص شد و در دل سازه‌های ۶ گانه الگوی پارادایمی به صورت پدیده اصلی و مرکزی (3 مقوله و 13 مفهوم)، شرایط علّی (4 مقوله، 15 گویه)، شرایط زمینهای (7 مقوله، 25 گویه)، ‌شرایط مداخلهگر یا میانجی (5 مقوله، 15 گویه)، راهبردها (3 مقوله، 12 گویه) و پیامدها (4 مقوله، 15 گویه) جای گرفتند. نتیجه‌گیری: به طور کلی می‌توان بیان کرد که در بازار رقابتی لوازم سلامت محور و پزشکی، طراحی یک مدل کیفی رفتار مصرف کننده سلامت محور که به عوامل مختلفی همچون شفافیت اطلاعات، شخصی‌سازی ارتباطات، و مسئولیت‌پذیری اجتماعی توجه دارد، می‌تواند به موفقیت برندها در جذب و حفظ مشتریان کمک شایانی کند.   <div style="text-align: justify;"> Background & Aims: Medical centers as the main centers for providing medical and care services have a special importance in the marketing of medical products. These environments are places of direct interaction between medical equipment and their main users, including doctors, nurses, and patients. Medical products used in medical centers must be evaluated very carefully in terms of quality, efficiency, and safety because they directly affect patients' health and treatment results. Therefore, medical centers play a key role in the introduction and acceptance of medical products and can be used as a platform for practical evaluation of these products and demonstration of their capabilities. In addition, the recommendation of doctors and the positive experiences of the treatment staff in using this equipment can act as an indirect advertising tool and affect the expansion of the market for these products. Therefore, it is crucial to focus on the needs and expectations of hospitals in formulating marketing strategies for medical products. Consumer behavior of health-oriented products plays a very important role in the use of medical equipment in medical centers. In medical environments where medical and care services are directly related to the health of patients, choosing the right medical equipment is very important. These equipment must not only have high quality and efficiency but must also be well understood and accepted by the medical community and patients. Appropriate consumer behavior can be influential in their decisions to buy and choose products. One of the basic challenges in this field is the difference in the different approaches of consumer behavior of health-oriented products. In this regard, it should be said that many people applying for health-oriented products, in addition to attractive advertising features, consider sufficient scientific and practical information to win their trust. In this regard, the use of digital marketing methods, medical exhibitions, presenting scientific reports, and holding educational workshops can be effective on consumer behavior and increase the individual's purchase demand. However, consumer behavior in the hospital environment faces limitations such as different preferences of the audience. This issue makes the design and implementation of advertising campaigns in this environment require more precision and planning to influence consumer behavior. Also, understanding the needs of hospitals, doctors and patients by companies that produce and distribute medical equipment is an important factor in the success of marketing these products, provided that they also pay attention to consumer behavior. Therefore, investigating the effect of consumer behavior on medical equipment in hospital environments and identifying effective strategies to increase this variable can lead to improving the performance of companies that produce and supply this equipment and improve the quality of healthcare services. Therefore, this study aimed to develop a qualitative model of consumer behavior of health-oriented and medical products in medical environments. Methods: The research method in terms of strategy, qualitative, in terms of the implementation path, descriptive and qualitative, that is, the foundational data theorizing method, semi-structured interviews (theoretical saturation), and in terms of the goal, according to the capacity of building models, tools and Application has three dimensions, practical, fundamental and development (theoretical). The systematic method of Strauss and Corbin was used in this research. The statistical population of this qualitative study included all researchers and university professors specializing in the field of marketing and some activists in the field of marketing in the sale of health and medical equipment. The size of the statistical sample (participants in the research) in the qualitative part was 20 until reaching theoretical saturation through semi-structured Delphi interviews. To analyze the data, open, central, and selective coding was done by selecting the main categories of the research based on the following pattern until reaching theoretical saturation. Results: The results showed that the categories were identified in the form of 26 category codes and 95 items, and the heart of the 6 constructs of the paradigm model as the central phenomenon (3 categories and 13 concepts), causal conditions (4 categories, 15 items), contextual conditions (7 categories, 25 items), intervening or mediating conditions (5 categories, 15 items), strategies (3 categories, 12 items) and consequences (4 categories, 15 items). Conclusion: The conclusion of this study shows that in the competitive market of health and medical supplies, designing a qualitative model of consumer behavior that pays attention to various factors such as information transparency, personalization of communication, and social responsibility can help brands succeed in attracting and retaining customers. It helps a lot. Brands that create a personalized experience and clear and authentic communication with a proper understanding of customer needs and preferences can gain customers' trust and loyalty. This model allows brands to communicate with customers effectively and efficiently by using new digital marketing tools, such as influencer marketing, online interactions, and targeted advertising, and by responding to society's expectations, have a positive impact on customers' views and experience. In general, the qualitative model of consumer behavior in medical and health-oriented devices enables brands to respond to the changing needs of the market by identifying and applying key dimensions, strengthening their position, and creating a positive and value-added experience. , improve their market share sustainably.</div> رفتار مصرف کننده, محصولات پزشکی, بیمارستان Consumer Behavior, Medical Products, Hospital 1 10 http://rjms.iums.ac.ir/browse.php?a_code=A-10-8379-1&slc_lang=fa&sid=1 Fahimeh Hasankhani Kouhestani فهیمه حسن خانی کوهستانی 3900319475328460090087 0009-0007-5183-6177 No Ph.D. student in Marketing Management, Department of Management, Shahrood Branch, Islamic Azad University, Shahrood, Iran دانشجوی دکتری مدیریت بازاریابی، گروه مدیریت، واحد شاهرود، دانشگاه آزاد اسلامی، شاهرود، ایران Hassan Vahedi حسن واحدی h.vahedi1960@gmail.com 3900319475328460090088 3900319475328460090088 Yes Assistant Professor of Management Department, Shahrood Branch, Islamic Azad University, Shahrood, Iran استادیار، گروه مدیریت، واحد شاهرود، دانشگاه آزاد اسلامی، شاهرود، ایران Seyed Hossein Hosseini سیدحسین حسینی 3900319475328460090089 0009-0005-1309-0775 No Assistant Professor of Management Department, Shahrood Branch, Islamic Azad University, Shahrood, Iran. استادیار، گروه مدیریت، واحد شاهرود، دانشگاه آزاد اسلامی، شاهرود، ایران.