Healthcare marketing :the case of marketing dental care services in Lebanon -

Abstract

Healthcare is a dynamic industry, constantly changing on a technological, sociological, competitive, and a regulatory level. In order to survive within this evolving field, dentists must recognize marketing as a core functional aspect of business. The main purpose of this research was to understand the dental care industry in Lebanon and to shed some light on appropriate competitive strategies for dental private practitioners located in Lebanon focusing on the major service quality factors important for the consumer or patient and the most suitable communication activities in this sector. This research paper was limited to a literature review and a collection of secondary sources about Lebanon which included the Lebanese Dental Association, publications, online sources, and feedback from dentists practicing dentistry in Lebanon. Most of the literature found and used to answer thequestionswas research done in western countries, mainly in the USA for the lack of similar research studies conducted in non-western countries and especially Lebanon. Findings highlighted the importance of methods which prove the provider’s credibility to the patientsuch as referrals from trusted sources. Other promotional methods could be used as secondary methods of promotion in the dental care service sector. Advertising seems to be less of an influencing factor in the patient’s evaluation process Research findings also stressed the importance of word of mouth and dentist reputation for the patient in the evaluation process since these two factors are directly related to patient satisfaction. Main attributes that influence the patient’s final selection process include dentist-patient relationship and the dentist’s professional competency. This further emphasizes the importance of trust in the provider or dentist in such credence services. Several segmentation methods were discussed but further research must be done in Lebanon to be able to get definitive answers.