Journal of Isfahan Medical School

Journal of Isfahan Medical School

The impact of marketing mix factors on the supply of blood and blood products required by the Blood Transfusion Organization.

Document Type : Original Article (s)

Authors
Hadi Nosouhi Dehnavi 1
Seyed Mohammad Reza Mirahmadi 2
hassan Ghorbani 2
Saeed Landran Esfahani 2
1 PhD Student in Marketing Management, Islamic Azad University, Mobarakeh Branch, Isfahan, Iran
2 Assistant Professor, Faculty of Management, Dolatabad Branch, Islamic Azad University, Isfahan, Iran
10.48305/jims.v44.i852.0180
Abstract
Introduction: Based on the optimal use of resources and marketing strategies in the field of blood supply and blood products, this study examines the impact of marketing mix factors on the supply of blood and blood products required by the Blood Transfusion Organization.
Methods: The research employed structural equation modeling. The statistical population included all employees of the Blood Transfusion Organization and visitors to blood supply centers during the period from September 2023 to September 2024. Ultimately, 322 questionnaires with 29 questions were distributed among them. The components used in this study were based on existing literature reviews and preliminary analyses.
Findings: The results indicated that behavioral factors (with an importance coefficient of 5.04), collaborative factors (4.93), marketing communication factors (3.73), service factors (3.19), consequential factors (2.65), and structural factors (1.47) were the most significant factors affecting the marketing mix model for blood supply and blood products.
Discussion: These results provide a deep understanding of managing the marketing mix model, which can help improve the performance of blood supply centers.
Keywords: Social Marketing, Blood Supply Services, Blood Donation, Health Services, Structural Equation Modeling

Highlights

Seyed Mohammadreza Mir Ahmadi: Google Scholar

Keywords
Keywords: Social Marketing
Blood Supply Services
Blood Donation
Health Services
Structural Equation Modeling
Subjects
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Journal of Isfahan Medical School
Volume 44, Issue 852
4th Week, April
March and April 2026
Pages 180-191

  • Receive Date 03 August 2025
  • Accept Date 15 May 2026