The Impact of Marketing Strategies on the Quality of Healthcare Services and Patient Satisfaction

Introduction: In an increasingly competitive healthcare environment, hospitals are progressively relying on marketing strategies such as engaging advertisements, offering unique services, and promoting their offerings to the public. These strategies significantly influence patients’ decisions when choosing a healthcare provider. One of the most widely used approaches is the marketing mix, which encompasses product, price, place, process, promotion, people, and physical environment. The purpose of this study is to analyze how each element of the marketing mix affects patients' intention to revisit the hospital. Methodology: The research employed a cross-sectional quantitative design, allowing for the collection and analysis of patient perceptions at a specific point in time. Results: Findings revealed that the majority of patients have a positive perception of the hospital’s marketing strategies and express a willingness to return in the future. Among the components of the marketing mix, the most influential factors driving patients' revisit intentions include the quality of services offered (product), the affordability of care (price), staff professionalism and attitude (people), the hospital’s location (place), the comfort of the physical environment, the organization of service delivery (process), and promotional communication (promotion). Conclusion: The study concludes that the strategic application of marketing mix components has a positive impact on patient satisfaction and significantly contributes to their intention to return to the same healthcare facility.