ABSTRACT
Understanding patients' expectations in health care services help providers meet patients' needs better. This study aimed to determine affecting factors in patients' choice of physician in Tehran. This is a cross- sectional study. Data were collected using questionnaires. Sampling method used in this study was cluster sampling. Data were analyzed using SPSS software. 600 patients participated in this study. The three most affecting factors in choosing physicians were package of services, Process of delivering services and the Product. Also, in choosing a Specialist, Promotion was one the most important factors. Awareness of patients' reasons for choosing a physician can be used as a useful tool of marketing by physicians. Understanding patients' preferences also leads to better performance of physician and health care providers which ultimately leads to better quality of care delivery to patients