Abstract:

The intense risk and uncertainty in health care services affects the behavior of the individual to seek health. In this regard, the service users use different channels of communication, such as social networks, reference groups and friends, while buying health services. The method of communication from mouth to mouth is an important marketing approach in this regard. Therefore, the study assessed the relationship between oral communication and the use and purchase of healthcare. The study found that social networks and reference groups are the sources individuals frequently seek, and that healthcare staff and individuals’ own service experience have a significant impact on the purchase of services. Given the demographic changes, the age increases, the level of education increases, and the high-income groups have shown that the behavior of healthcare seekers is more constructive, they scan the sources of information about the institutions they receive, and they act according to the quality of the service. As a result, the perceptions and experiences of individuals about health care have now been seen to buy services from more accurate channels.

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