Exploring success factors of marketing in private healthcare organizations: evidence from Lebanon

Purpose: The purpose of this study is to explore the marketing success factors of an international private healthcare company operating in Lebanon and examine how these factors evolve depending on different business phases. Design/methodology/approach: An extreme single-case study of a Lebanese healthcare center was conducted. The data sources consisted of semi-structured interviews and archival data including industry reports, newspaper articles and internal documents. Findings: This study offers interesting, non-studied insights into marketing success factors in the private healthcare sector. In particular, it shows how to evolve from more traditional business models to disruptive yet very attractive personalized services with high-quality standards. Research limitations/implications: While the theoretical position developed fits the unique characteristics of the studied industry and country settings, it is necessary to be cautious in generalizing the study to other geographical settings and industries. Practical implications: This research provides managers and decision-makers with insights into how to identify, organize and develop success factors in the marketing discipline during different business phases of private healthcare organizations. Originality/value: This study contributes to the scarce literature on the marketing of private healthcare organizations by exploring success factors in a non-studied geographical and cultural context.