The Role Of Health Marketing In Enhancing The Quality

Abstract

This study explores the role of health marketing in improving the performance of public hospitals, focusing on its impact on medical staff behavior, hospital development, and service quality. Using a quantitative approach and structural equation modeling (SEM) via SmartPLS v5.0, data were collected from healthcare professionals and patients in Algerian public hospitals. The findings confirm that health marketing has a significant positive effect on all three dimensions, with the strongest impact observed on perceived service quality. These results highlight the strategic importance of health marketing not only in external communication but also in enhancing institutional performance and patient satisfaction.