Abstract

INTRODUCTION: Marketing the hospital image through advertising shapes the sources of information upon which the patient takes a decision to purchase the service. Advertisement is considered to be one of the marketing activities geared towards promoting the hospital’s image. The aim of this study is to explore and investigate the determinants of consumer behavior toward newspaper advertising eye-catchers for hospitals and medical care in the UAE.

METHODOLOGY: A cross-sectional study design was followed using the snowball technique to select a convenient sample of the population of Sharjah, UAE. The total number of questionnaires valid for statistical analysis accounted for a 402.

RESULTS: The significant adjusted odds included in the model were occupation (Administrative) = 2.1 (CI 1.1-4.5), name and brand = 0.4 (CI 0.1-0.8), clinical staff photo = 0.2 (CI 0.1-0.7), and location = 3.9 (CI 1.3-11.9).  

CONCLUSION: Healthcare organizations are required to further assess the feedback of their marketing plans especially newspaper advertisement budgets through the quality control activities performed at these organizations.

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