Factors determining the competitiveness of medical clinics and behavior characteristics of consumers in Georgia

Abstract

The healthcare sector in Georgia has undergone a profound transformation, evolving into a highly dynamic and competitive market. In this environment, the strategic positioning of medical clinics increasingly depends on understanding the nuanced factors that drive patient choice. Despite the growing importance of consumer-centric competitiveness, a significant gap remains in the existing literature: most research in the region has focused on macroeconomic reforms, institutional structures, or general healthcare access, often overlooking the micro-level behavioral determinants that dictate provider selection. The primary objective of this study is to address this research gap by systematically analyzing the determinants of clinic competitiveness and evaluating the impact of socio-demographic characteristics on the criteria used by consumers for selecting a medical provider. By bridging the gap between theoretical competitiveness models and empirical consumer behavior data, the research aims to provide a diagnostic tool for healthcare administrators.
The results demonstrate that while personnel qualification and overall service quality emerge as universal, dominant criteria across all segments, the intensity and prioritization of these factors are significantly moderated by socio-economic status. Specifically, statistical analysis reveals high sensitivity toward service pricing and clinic reputation among different income and education cohorts. Furthermore, gender-based differences were identified in the perception of “soft” service attributes, such as communication and empathy. 
The study concludes that clinic competitiveness in Georgia is a multidimensional construct filtered through the consumer’s socio-demographic profile. The formulated recommendations offer healthcare managers a strategic framework for resource optimization, segmented marketing, and service design adaptation.