فهرست نشریات علمی دسترسی آزاد ایران

Introduction: Health marketing is gaining prominence as a vital field in both healthcareand marketing, especially in Iran, where improving the nation’s health is of paramountimportance. This study aimed to formulate a robust and comprehensive health marketingmodel tailored to the unique context of Iran. This research was conducted in 2023 in Tehran,using a mixed-method approach.Methods: In the qualitative phase, grounded theory was utilized to select 18 participants withexpertise in executive management, healthcare service provision, marketing, and scientificknowledge. Semi-structured interviews were conducted, and Nvivo software facilitated dataanalysis. Subsequently, Delphi method was employed to gather insights, and the data wereanalyzed using the Partial Least Squares (PLS) software.Results: Among the interviewees, 62.75% were male, and approximately 31.37% had 15 to20 years of work experience. Nearly 41.18% fell within the age range of 40 to 50 years, and19 participants held doctoral degrees. The majority of interviewees were university facultymembers and experts. The qualitative phase identified influential variables categorized intocausal factors, contextual factors, intervening factors, strategies, and consequences. Theresulting model exhibited high internal validity (over 70% for each component), substantialmeasurement quality (over 39% for each component), and a strong goodness of fit (0.791 forthe entire model).Conclusion: The key findings of the study highlighted the significant influence of interveningfactors, phenomenon-oriented factors, and consequences on health marketing in Iran.These insights offer valuable guidance to decision-makers and healthcare managers in Iran,facilitating the enhancement of health marketing strategies to better serve the nation’s publichealth objectives.