Table 2 Mean and standard deviation of marketing mix components

Product

Sub-specialists of medicine

4.13 ± 0.78

3.49 ± 0.662

+ 0.75

Quality of services

3.94 ± 0.85

Update and new services

3.37 ± 1.05

Consulting services

3.30 ± 1.15

Appropriate preventive services

3.32 ± 1.10

Home care after discharge

3.34 ± 1.10

Telemedicine

3.19 ± 1.14

Waiting lists for needed services

3.20 ± 1.22

Differentiated services of the hospitals

3.67 ± 1.01

Place

The location of hospital based on the population

3.82 ± 1.05

3.54 ± 0.730

+ 0.75

Appropriate transportation

3.70 ± 1.07

Possibility of delivering portable services

3.12 ± 1.0

People

Adequate number of people for service delivery

3.81 ± 0.96

3.85 ± 0.628

+ 1.36

Attention of staff to mental needs of the patients

3.54 ± 1.18

Good relationship between staff and patients

3.65 ± 1.11

Having the spirit of criticism, sunniness and commitment

3.49 ± 1.15

Scientific skills of the staff

3.78 ± 0.94

Using uniforms based on the hospital’s uniforms

4.13 ± 0.86

Scientific experience and skills of physicians

4.15 ± 0.82

Practitioners’ commitments and their relationship with patients

4.13 ± 0.78

Useful recommendations to patients by nurses and doctors

3.94 ± 0.85

Promotion

Good reputation

3.37 ± 1.05

3.34 ± 0.675

+ 0.50

Using banners and advertising tools

3.30 ± 1.15

Using websites

3.32 ± 1.10

Using brochures to introduce hospital’s services

3.34 ± 1.10

Periodic reports for the success and achievements

3.19 ± 1.14

Using TV advertisements and telephone

3.20 ± 1.22

Applying ceremonies to introduce hospital’s potentials

3.01 ± 1.0

Price

Appropriate tariff fees comparing the other centers

3.80 ± 0.97

3.49 ± 0.812

+ 0.60

Contract with basic and complementary insurances

3.82 ± 1.04

Waive for the poor patients

3.20 ± 1.25

Transparent and on time bills of the patients

3.56 ± 1.09

Free services

3.07 ± 1.22

Process

Using HIS^# and other networks

3.61 ± 0.92

3.59 ± 0.666

+ 0.89

Attention to patients’ comments and complains

3.16 ± 1.08

Describing the details of services to the patients

3.53 ± 10

Discipline and carefulness in service delivery

3.82 ± 0.88

Speed of service delivery by the staff

3.85 ± 0.96

Physical environment

Beautifulness and well designing of internal sections

3.90 ± 0.91

3.94 ± 0.652

+ 1.45

Good air condition system and sufficient light

Nice external view of the hospital

Appropriate size of the yard and parking lot

Appropriate diagnostic and treatment equipment

Good communication and responding