Designing a Health Marketing Model to Improve the Health of Community in Iran

Introduction: health marketing is gaining prominence as a vital field in both healthcare and marketing, especially in iran, where improving the nation’s health is of paramount importance. this study aimed to formulate a robust and comprehensive health marketing model 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 with expertise in executive management, healthcare service provision, marketing, and scientific knowledge. semi-structured interviews were conducted, and nvivo software facilitated data analysis. subsequently, delphi method was employed to gather insights, and the data were analyzed using the partial least squares (pls) software. results: among the interviewees, 62.75% were male, and approximately 31.37% had 15 to 20 years of work experience. nearly 41.18% fell within the age range of 40 to 50 years, and 19 participants held doctoral degrees. the majority of interviewees were university faculty members and experts. the qualitative phase identified influential variables categorized into causal factors, contextual factors, intervening factors, strategies, and consequences. the resulting model exhibited high internal validity (over 70% for each component), substantial measurement quality (over 39% for each component), and a strong goodness of fit (0.791 for the entire model). conclusion: the key findings of the study highlighted the significant influence of intervening factors, 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 public health objectives