The reality of understanding and applying health marketing and its obstacles in physiotherapy centers in Tripoli, from the perspective of therapists.

Abstract

This study aimed to investigate the current level of physiotherapists’ awareness of the concept of health marketing in physiotherapy centers in Tripoli, as well as to measure the extent of implementing health marketing practices and identify the main barriers limiting its application. The study adopted a descriptive survey method, and a purposive sample of (65) physiotherapists working in physiotherapy centers in Tripoli was selected.

The results revealed that the overall level of physiotherapists’ awareness of the concept and dimensions of health marketing was high. The findings showed a stronger focus on practical aspects such as attracting patients and understanding their needs, while relatively lower attention was given to strategic aspects such as building trust and improving patient satisfaction. The level of implementation of health marketing practices in physiotherapy centers was also high, particularly in measuring patient satisfaction and promoting healthcare services. However, some weaknesses were observed in the use of patient feedback mechanisms and educational/awareness tools within the centers.

Furthermore, the results indicated that the main barriers to implementing health marketing included a lack of specialized staff, weak marketing planning, limited financial resources, and certain administrative constraints. The overall findings revealed a gap between awareness and actual implementation due to organizational and human resource limitations.

The study recommends the need to qualify and train human resources in health marketing, develop clear marketing plans within physiotherapy centers, enhance the use of modern communication tools, and improve patient feedback mechanisms to enhance the quality of healthcare services.