MARKETING GUIDELINES FOR MEDICAL EQUIPMENT USED IN OPERATING ROOMS OF PUBLIC HOSPITALS IN NORTHEASTERN THAILAND

Abstract

This research aimed to: (1) analyze factors influencing medical equipment purchasing decisions in operating rooms of public hospitals in northeastern Thailand; and (2) propose marketing guidelines for medical equipment distributors to create competitive differentiation. A quantitative survey was conducted, collecting data from 400 medical personnel — surgeons, operating room nurses, and procurement officers across six northeastern provinces — using questionnaires with Cronbach's Alpha = 0.973. Multiple regression analysis via SPSS v.29 was employed for hypothesis testing. Results revealed that all 10 independent variables, comprising Service Marketing Mix (7Ps) and vendor Trust factors (Ability, Benevolence, Integrity), had statistically significant positive influence on purchase decisions (p < 0.001), explaining 78.6% of the variance (R² = 0.786). The three most influential factors were Ability (β = 0.222), Integrity (β = 0.188), and Promotion (β = 0.185). Trust factors consistently outweighed 7Ps factors, reflecting that technical expertise and business ethics are paramount in contexts where medical equipment directly affects patient safety.

Keywords: Medical Equipment, Marketing Factors, Purchase Decision, Service Marketing Mix, Vendor Trust