Abstract

IMPACT OF CULTURE ON THE MARKETING OF HEALTH SERVICES

*Naeemah Mohsin Ali

Abstract

Health organizations operating within a specific market, determined by certain features of supply and demand and buying and consumption behavior, which leaves its mark on how to develop marketing strategies. Health care consumer behavior is the result of a complex of factors that act with different intensities. Of these, cultural factors have an important role by educating the consumer perspective, therefore, on the one hand, non-formal education, resulting from the belonging to a particular individual's culture and subculture, and on the other hand, due to formal education, resulting from a planned process of transmitting the experience and knowledge, which requires an effort of teaching and learning, and educators. The paper therefore proposes, based on exploratory research, to identify the main cultural factors affecting consumer behavior health services.

Keywords: Culture, marketing of health services.