Purpose This study aims to explore the influence of healthcare professionals (HCPs) on consumers’ purchasing decisions, including how their recommendations change consumers’ choices and the impact of interactive processes on consumers’ satisfaction and loyalty. Design/methodology/approach This study uses qualitative interview analysis method and Kotler’s 5A Theory as the analytical framework, with dental clinics as the research field, to explore how medical professionals influence patients’ cognition and acceptance of teeth whitening products. This study collects data through in-depth interviews with 28 medical professionals, patients and general sales personnel. Findings Surprisingly, research results show that the advice of medical professionals plays an important role in the patient’s decision-making process in terms of product safety and effectiveness evaluation. Research limitations/implications This study believes that medical marketing should found a professional image with transparent communication in market, strengthen the collaboration and digital application of all parties, and help enhance the influence of medical professionals in marketing communication. Originality/value This study uniquely demonstrates the role of HCPs who enhance consumers’ confidence in healthcare by facilitating greater public awareness of the efficacy and safety of various teeth whitening treatments through consumers’ feedbacks, helping to bridge the knowledge gap related to the products, and making purchasing decisions easier for consumers.
Tung et al. (Tue,) studied this question.