introduction: even though in recent years, operational plans for healthcare marketing and advertisement were mentioned and used globally; in Iran, the evidence is few, scattered, and focused on the private sector. In this study, an attempt was made to offer an operational marketing plan to use in the public call to registration phase in the program.
Methods: This study was conducted using a critical review method within the context of the internet and selected databases. The search was performed using two groups of related keywords, including concepts related to marketing and calls for participation, as well as strategies, methods, and techniques. The results were recorded in a researcher-developed format. Subsequently, the feasibility of implementing the identified methods in the context of Iran's health sector was critically examined in accordance with the conceptual localization approach. This process led to the selection of applicable methods, and the analysis of findings was carried out using open coding and thematic analysis. The combination of selected methods and their classification resulted in the development of an operational marketing plan in this regard.
Findings: After excluding repetitive and irrelevant studies, a total of 95 articles were included in the study. The combination of methods, considering their implementation limitations in the health sector, facilitated the development of an operational marketing plan for the Family Medicine Program in Iran. This plan comprises five temporal stages: public introduction of the program (32 methods), initial encounters of individuals with staff (19 methods), preliminary registration and collection of demographic information (23 methods), service delivery and beyond (34 methods), and finally, the timing of providing feedback reports (25 methods).
Conclusion: The proposed operational plan can provide a targeted pathway for attracting and retaining participants in the program, ultimately leading to the long-term development of the target market, increased resources, and the enhancement of both quantitative and qualitative activities within Iran's Family Medicine Program.