Abstract:
Physical evidence, one of the components of the marketing mix, is an important element for healthcare providers. The physical evidence in these enterprises begins with the firm’s location selection, merges throughout the project, and continues to appear in various forms as long as it is served. Physical evidences shared by healthcare providers are classified as external, internal and “other” physical evidences. External physical evidences can consist of business planning, location selection, external environmental parameters, exterior design, transportation, and parking lot, exterior area signs and symbols. Internal physical evidences are used to evaluate internal design, sickroom variations, lighting, color, furniture and decoration, texture, ventilation, climatization, noise, music, odor, and signs and symbols. Adversely, physical evidences classified as “other” include: the enterprise title, employee clothing and uniform, web site, informative documents, and employee attitude and behavior. Although these characteristics are anticipated in today's conditions, it is foreseeable that they will adapt to developing and evolving needs. In other words, physical evidence is a dynamic structure and it will inevitably display a change according to needs. The importance of healthcare providers displaying physical evidence is revealed in this study.

Keywords: Service Marketing, Components of The Marketing Mix, Physical Evidence

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