Designing a Model for Improving Health Sector Policies Using a Social Marketing Approach
Keywords:
policy improvement, policy-making, social marketing, policy marketingAbstract
The present study was conducted with the aim of designing a model to improve health sector policies using a social marketing approach. In terms of purpose, this study is applied in nature, and in terms of the implementation process, it adopts a mixed-method (quantitative and qualitative) approach and employs the meta-synthesis method. In this study, in order to categorize the indicators of policy improvement through a social marketing approach, factor analysis techniques and a meta-synthesis approach were used. The statistical population of this study consisted of the reviewed texts, which were ultimately examined through three rounds of the Delphi method involving 17 experts and faculty members in the fields of management, marketing, policy-making, and health sector administration. The final concepts obtained in the qualitative section were then examined in the quantitative section, which included service recipients and providers in the health sector. To determine the sample size in the quantitative section, the simple random sampling method was used, and the sample size was calculated using the Cochran formula. To ensure reliability, 420 questionnaires were distributed and ultimately 400 were returned. Data were collected through field research using a questionnaire as the main instrument. The validity of the questionnaire was examined in terms of face and content validity, and the reliability of the measurement instrument was calculated using Cronbach’s alpha coefficient. The results indicated that the study identified 188 initial concepts, 28 categories, and 5 main dimensions. Finally, to design the social marketing model in the health sector, the following dimensions were obtained: (1) enhancing public awareness in the field of health, (2) identifying needs and expectations in the field of health, (3) increasing public trust in the field of health, (4) improving the design of health sector policies, and (5) effective implementation of health sector policies.
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Copyright (c) 2025 Farzaneh Sefid Dashti (Author); Mehraban Hadi Peykani; Akbar Etebarian (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
