Abstract

During the pandemic, healthcare services have become more important than ever. The strategic composition of the marketing mix for healthcare services has become critical and the strategic management and the usage of both health staff and medical resources have become vital for the health sector. The marketing mix of services differentiates due to the special features and due to nature of services. Difficulties faced in the pandemic have revealed the fact that the marketing mix composition and the service quality features of the health sector should be questioned and reviewed to bring the sector to be ready to successfully answer extraordinary and/or unexpected problems and demands such as combatting and handling infectious diseases that affect the whole world. In this conceptual study, specific characteristics of services and the marketing mix of services will be reviewed considering healthcare services. Moreover, perceived service quality including five gaps encountered during the service performance will be discussed.