تأثير التسويق العكسي في الحد من استهلاك المنتجات الطبية : دراسة تطبيقية في القطاع الصحي الحكومي-محافظة بابل

الملخص EN

The topic of this study is considered one of the important topics since it is related to man's health and lifestyle; by which health organizations are able to reduce demand on medical products.

The main problem of this Study is the unclear vision of health organizations concerning the impact of demarketing on reducing the demand on medical products.

The study aims to determine the level of impact of demarketing in reducing or reducing the consumption of medical products in health organizations in Babylon.

From study population was (1243 ) and the sample consisted of (125) doctors who have been Intentional chosen from five State hospitals in Babylon province : (Al-Hillah Teaching Hospital, Merjan Medical City, Babil Genecology and Obstetrics Teaching Hospital, Imam Alsadeq Hospital, AlNoor Pediatrics Hospital).

Demarketing includes (4) dimensions (Price raising, Counter-Advertising, Limited distribution, Lowering product quality) while medical products variable is unidimensional.

The analytical approach based on directions has been used in this study through establishing a scale in the light of previous studies, the questionnaire form is considered a primary scale to collect data which has been employed to test study hypotheses by using statistical methods by (SPSS V.22 and AMOS V.22).

The study Current proved the validity of hypothesis and reached the following important conclusions: 1.Demarketing runs counter to traditional marketing to achieve benefits that serve the individual, organization and community; to reduce natural resources attrition.

2-The danger of medical products lies in their hazardous chemical contents since using them without doctor’s prescription might cause the consumer some serious complications