Decision-making process


The factors differ from individual to individual since people are different regarding consumption and preference. In medical care, decisions have to be made so that each patient gets the most satisfactory health care by his or her needs. Decisions of individuals are altered by the availability of close substitutes and complements, prevailing economic condition and availability of subsidies. However, each should choose the best and most satisfactory alternative at all times.

Decision-making process

Several steps are undertaken by a consumer when trying to make the type of choices on the type of good or service they want to obtain to boost the suitability of the product. An individual seeking a new primary care physician will be able to make the right choices based on the following  steps.

Step One: Identification of the Need

A person will identify and analyze what he or she desires. Therefore, the need of a person will drive him or her to look for a place where the service is provided. A need can be termed as a catalyst that influences decisions being made by an individual when obtaining a product or service. In this case, an individual will be motivated by their desire to find a new physician. The person in need of a physician will, therefore, go out and about searching for the physician whom he desires (Sims, Tsai, Koopmann-Holm, Thomas & Goldstein, 2014).

Step Two: Obtaining Information relating To a Particular Good or Service as Recognized in one’s Need

There are numerous sources through which a person can find information about a good or service. They include friends and relatives, advertisements, print, visual or audio media and from experience (Solomon, Dahl, White, Zaichkowsky & Polegato, 2014). A person looking for a new physician can look online on the internet details about the best physicians available in the local hospitals. A person can also obtain all the necessary details regarding the particular physician. The person can also visit local health care and look at the list of physicians available, their qualifications and all other important details that they need to know. It will be easier to obtain the desired physician due to the availability of information.

Step Three: Evaluation of the Alternatives That Are Available To the Person Requiring New Physician Health Care

Here, the individual will choose the best alternative that will fit his or her requirements. The physician that has all the qualities that a person feels they fit will be chosen and thus new primary care will be determined. Different individuals have different preferences (Rani, 2014). It therefore means that a physician chosen by one person may not necessarily be the one chosen by another. The economic condition of a person will also determine the choice made by an individual in that (Rani, 2014). For example one may find a particular physician expensive while another person might consider the same physician affordable. The type of need also determines the choice made by an individual as different health conditions require different levels of attention.

Step Four:  Final Decision and Utilization of the Service

The person makes a decision based on the alternatives available and hence utilizes the service or opportunity (Solomon, 2014). For instance, after careful consideration of all the alternatives based on primary health care, the person will choose what is best for him or her. Thus, the person will make the identified physician his or her new caregiver since he is in accordance with the needs identified.

Step Five: Post Purchase Evaluation

The customer evaluates whether the chosen physician is useful to him or her (Solomon, 2014). The customer identifies whether the physician will be able to meet the needs stipulated. If the primary care physician is helpful, then he is best for the patient. On the contrary, if he does not satisfy the needs of the patient, then another alternative is found.

Availability of Information in the Records

Information on professional qualifications and specialization of the doctors should be included in the records of the hospital. Therefore, an individual in need of a primary care physician can decide on which doctor fits their need.  These records, therefore, enhance ease of gathering information and comparison. The comparison can be done easily since the records contain all the available doctors and their areas of specialization. A person is, therefore, able to choose the best alternative easily.

The range of charges relating to each doctor has also been indicated. Seeing a doctor privately calls for additional charges. The charges differ from doctor to doctor since their area of specialization is also different. Information missing includes the number of patients each doctor attend to/ specific patients. No information relating to the number of patients that each doctor specifically attends to was provided. The information missing is very important in comparison to any person seeking medical attention.

Importance of the Information in Marketing

I agree information is important in marketing because knowing about the specifications of each doctor makes the patients seeking medical attention as it boosts the level of satisfaction. They are aware that they can rely on information they obtain from the records. Additionally, it makes the doctors recognizable by many which are a form of marketing. The range of prices is also important as patients can compare these charges with others. Hiding information relating to some patients is very important since some individuals may opt to look for another alternative in case the doctors in the local health care have a lot of patients specifically assigned to them. It is therefore important that the number remains unknown to boost the performance of each doctor.

Recommendations to Influence Decision

One of the recommendations would be offering subsidized prices to new patients. A healthcare organization should offer a discount to individuals seeking primary care physicians. The individuals will be attracted by the discount and may opt that healthcare facility to another which in turn increases the productivity of that organization since more patients are attracted.

Another recommendation would be availability of close substitutes. A healthcare organization should offer close substitutes regarding doctors in the facility. When an individual is looking at the alternatives, he or she will be drawn to either of the doctors in the records. On the other hand, the health organization attains more productivity since the patients will not choose doctors from other healthcare institutions.

Post-Purchase Evaluation Healthcare Organizations

Continued visits to the selected doctor will help the organization conduct the post-purchase evaluation. When a customer is satisfied with the services being offered by the doctor he or she chose, there will be continued visits to the hospital in case that person is ill. However, dissatisfaction will be shown by no visits being made by the patients even after an appointment has already been set for them (Al-Abri & Al-Balushi, 2014). The organization will, therefore, be able to identify whether it has satisfied patients or not.

Complaints or complements brought to the administration are also a helpful tool in post-purchase evaluation. When continuous complaints are brought to the hospital’s administration, it is clear that patients are dissatisfied with the services offered (Al-Abri, 2014). On the contrary, compliments regarding good work in the hospital are brought forth; it is easy to derive that patients are satisfied with the work done.

Use of questionnaires also helps in post-purchase evaluation. The hospital can issue questionnaires to the patients after they visit. Questionnaires contain both open-ended and closed questions. The questions help in determining the position of the hospital (Al-Abri, 2014).


Al-Abri, R., & Al-Balushi, A. (2014). Patient satisfaction survey as a tool towards quality improvement. Oman medical journal, 29(1), 3.

Rani, P. (2014). Factors influencing consumer behavior. International journal of current research and academic review, 2(9), 52-61.

Sims, T., Tsai, J. L., Koopmann-Holm, B., Thomas, E. A., & Goldstein, M. K. (2014). Choosing a physician depends on how you want to feel: The role of ideal affect in health-related decision making. Emotion, 14(1), 187.

Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2014). Consumer behavior: Buying, having and being (Vol. 10). Pearson.




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